Company: Restore Hyper Wellness, Austin, TX
Nomination Submitted by: SalientMG
Company Description: Launched in Austin, Texas in 2015, Restore Hyper Wellness is the award-winning creator of an innovative new category of care—Hyper Wellness®. Restore delivers expert guidance and an extensive array of cutting-edge wellness modalities integrated under one roof. Restore’s mission is to make Hyper Wellness accessible and affordable for everyone, so customers can DO MORE of what they love to do.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year
 Nomination Title: Restore: Do More
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated department's achievements since January 1 2021, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated department: history and past performance (up to 200 words):
Total 180 words used.
When David Fossas joined Restore on March 2, 2020 as CMO, the world looked very different. Restore was a fledgling startup with 34 wellness studios, $5 million in funding, and an unknown brand. The marketing team was small, inexperienced, and lacked structure, process, and leadership. Within two weeks, the world went into quarantine, and foot traffic into Restore’s locations stopped overnight.
David spent his first three months just helping Restore survive, communicating with local, state, and federal governments to ensure that Restore achieved essential business status, so their wellness studios could stay open. They did. June 2020 was a record sales month, and Restore hasn’t looked back since.
Restore’s marketing department now includes 16 professionals in creative, content, campaign management, social media, paid media, events and marketing operations.
System-wide sales have grown 244% CAGR in three years—from $13 million in 2019 to $134 million in 2022. Same-store sales grew 26% year-over-year in 2020, 72% in 2021 through the pandemic, and 16% in 2022 despite a dynamic macroeconomic environment. Restore now has nearly 190 wellness studios across 40 U.S. states.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
Following the initial COVID outbreak, David and team launched a brand refresh campaign, developing new positioning, messaging, voice, tone, and visual style. The team also redesigned its in-store experience to reflect the revitalized brand.
In 2021, recognizing the need to better support new retail locations, David and his team developed an integrated campaign across marketing and sales that would ensure success before the doors even opened, which generated an additional $23 million in topline revenue.
In Q1, 2022, David and his team helped launch an entirely new brand that featured an ambassador partnership with former NFL player Tim Tebow and his wife, former Miss Universe Demi Tebow. An integrated campaign utilizing video, radio, out of home and web – including launch of its lifestyle blog – drove a 16% increase in online conversions quarter-over-quarter and a 113% increase in new site users YOY. By end of Q2 2022, Restore experienced 84% YOY growth in sales.
Later, in Q3 2022, an influencer campaign would go on to earn over 550,000 clicks which converted to over 2,000 scheduled appointments with the Restore staff.
Despite a slight dip in growth towards the end of 2022 due to growing concerns amid the pending recession, thanks in large part to David and his team’s efforts, the company saw $134M in system-wide-sales and experienced a net 65% YOY growth.
In January ‘23, David and his team launched a podcast featuring health and fitness influencer Eric Hinman and created a marketing campaign to promote it.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 247 words used.
Restore’s growth has been tremendous. Whereas many retail businesses shut down or slowed down opening new locations, Restore has opened 157 new locations since the beginning of 2020 and has grown from $13 million in 2019 to $134 million in 2022. Much of this success has been driven by Restore’s marketing team. In fact, the revenue growth has not just been due to new locations opening. Same-store sales growth (measures sales growth of stores that were open the previous year) was 26% year-over-year in 2020, 72% year-over-year in 2021 and 16% year-over-year in 2022. So, even older locations are growing at very strong rates, particularly considering today’s economic environment.
Restore is a franchise business. Only 10% - 15% of its locations are corporate-owned and operated at any given time. The rest are owned and operated by franchisees—entrepreneurs that believe in Restore’s mission and are selected to open Restore locations. Adding 155+ locations means adding that many and more stakeholders who need the Marketing Department’s personal attention to open and grow their locations. So, Restore’s Marketing Department manages significantly more stakeholders than the typical marketing department. This could lead to slower output because of the number of voices that influence the company and brand. Still, despite this, Restore’s Marketing Department has delivered campaigns and performance at outsized rates.
Because of Restore’s massive expansion, no other competitor has been able to keep up. It has no direct national competitor, and its closest competitor only has about a dozen locations.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 79 words used.
- Brand-Guidelines_Q2-2022_r19: Restore's Revitalized Brand Guidelines (Attached)
- 20220914_Owner's Dial Up_ODU_Brand & Memberships: This is a presentation that David gives at Restore's Owner's Training to orient them around the brand and memberships.
- Press Release: Restore Hyper Wellness Announces Record $32M Revenue and Expansion
- Press Release: Restore Hyper Wellness Partners with Tim and Demi-Leigh Tebow To Inspire A Hyper Wellness® Lifestyle
- Restore Hyper Wellness Reports H1 2022 Revenue of $60 Million
- Tim & Demi Promo Video
- Podcast Marketing Plan
- 9 Elements Podcast
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