Baby Boot Camp's Appeal Starting to Show

Baby Boot Camp

Any number of Web sites feature the merits of Domino's(DPZ Quote), Dunkin' Donuts and UPS(UPS Quote) franchises.

But while these big names tend to hog the spotlight, moms-to-be are sipping on their Dunkin' lattes while talking about an innovative but still under-the-radar franchise.

Florida-based Baby Boot Camp is aimed at expectant mothers in search of a safe workout. Kristen Horler, the company's chief executive and founder, began franchising her business in 2003, adding 12 new franchisees the first year and doubling expansion the next. This year, her franchisees will number 120. In the past six months, her recruitment more than doubled, with up to 10 franchisees signing on every month.

Franchisees have reported receiving calls even before doing any local advertising.

So why are expectant mothers demanding this hot concept in their hometowns?

Franchising a Need

"There didn't used to be any programs catering to the [pre- and post-natal] group," says Horler. As a personal trainer expecting her first child in 2001, she couldn't find any prenatal workout programs to fit her needs, so she created a fitness category. While franchises like Curves cater to women's fitness, nothing had yet filled that pregnant and postpartum niche.