The design of the solution

The work to create automated reports for Mormaii Studios began in July 2021, starting with an understanding of the business indicators and data sources. This was followed by the engineering phase.

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The first version of the management dashboard was presented to the client in December of that same year. In January 2022, the Equal team formed a committee with franchisees to plan the next deliverables, maintaining close contact with those who use the data in their daily management routines and gathering feedback for improvements.

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Since the first dashboard, data extraction has been automated, saving the Mormaii Studios operations management team a full week of work. Moreover, the report started being updated daily, not only including data from the previous month but also providing real-time insights for the current month. The integration of different data sources enabled more advanced and in-depth analyses.

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The solution offered to the studios was tailored to meet the management needs of the units. Four key performance indicators (KPIs) were created for tracking: (1) Acquisition, to evaluate the success of marketing campaigns in attracting new students; (2) Conversion, to measure the effectiveness of units in turning leads into enrollments; (3) Occupancy, to monitor how each unit utilizes available space, helping optimize gym capacity; and (4) Retention, to track student loyalty.

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The studio network transitioned from a monthly report with outdated data that took a week to produce, to a daily dashboard with D-1 information. Following this delivery, new dashboards with additional data insights were added.

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With BI, the franchisor gained a more comprehensive view of the network, quickly identifying areas of concern—such as units with low conversion and sales rates. The ease and speed of accessing information improved the relationship between the franchisor and franchisees.

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“BI allowed us to advance in our communication with franchisees. They recognize that the BI tool we built with Equal is incredibly valuable, whether for daily management processes or for the trainers responsible for workouts. Not all franchisees use BI, but in practice, we see that the business results for those who do are better,” says William Melilli, co-founder and Expansion Director of Mormaii Franchises.

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The Business Intelligence project also provided insights that were previously unavailable through manually produced reports. For example, in the trainer dashboard, it became possible to track whether students were meeting the health indicator goals they set when they enrolled.

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Additionally, BI revealed that sales consultants who train at Mormaii Studios themselves—essentially selling a service they use—are four times more successful at converting students compared to consultants who do not train.