Published on 7 Jun 2023 Time 7 min read Last update by 20 Jun 2024

How Stretch Zone Became a Leader in Practitioner-Assisted Stretching (2024)

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Stretch Zone is a wellness and fitness franchise that offers practitioner-assisted stretching services to customers of all ages and fitneslevels. The brand was founded in 2004 by Jorden Gold, who was inspired by his grandfather’s mobility issues due to diabetes. Gold developed a proprietary method of stretching that focuses on increasing the range of motion and improving the resting muscle tone of the clients, rather than just enhancing their flexibility.  In this article, we will briefly address its characteristics and then conduct a thorough SWOT (strengths, weaknesses, opportunities, and threats) analysis of Stretch Zone.

Table of Contents

Stretch Zone’s Success Story

Stretch Zone has grown rapidly since its inception, reaching 250 locations across the United States in early 2023. The brand has also partnered with professional sports teams, hotels, spas, and celebrities, such as former NFL quarterback Drew Brees, who became a partner and spokesperson for Stretch Zone in 2022.

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One of the key factors behind Stretch Zone’s success is its innovative approach to stretching. Unlike traditional stretching exercises that rely on the client’s own effort and can cause discomfort or injury, Stretch Zone uses a patented strapping system and specially designed tables to stabilize and isolate the muscles. This allows the trained practitioners to control the intensity and cadence of the stretch, while the client relaxes and communicates their comfort level. The result is a personalized and effective stretch session that can help with pain relief, injury prevention, athletic performance, posture, circulation, and overall well-being.

Another factor that sets Stretch Zone apart from its competitors is its strong franchise system and culture. The brand offers a low-cost and scalable business model that requires minimal equipment and staff. The franchisees receive comprehensive training and support from the corporate team, as well as access to a network of peers and mentors. The brand also fosters a collaborative and passionate environment that values customer satisfaction and feedback.

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Recent Investments from Princeton Equity Group

Stretch Zone has recently received a strategic investment from Princeton Equity Group, a private equity firm that specializes in franchise systems and multi-unit businesses. The investment will help Stretch Zone accelerate its growth plans and expand its market presence. The brand aims to become the leading provider of practitioner-assisted stretching in the country and beyond.

Princeton Equity Group has a track record of partnering with high-growth brands and providing them with strategic guidance, operational support, and capital resources to accelerate their expansion and enhance their value proposition. Princeton Equity Group’s portfolio includes companies such as Card My Yard, D1 Training, F45 Training, Hand & Stone Massage and Facial Spa, Massage Heights, Phenix Salon Suites, and The Joint Chiropractic.

SWOT Analysis


  • Stretch Zone has a unique selling proposition that differentiates it from other fitness and wellness businesses. It focuses on stretching as a standalone service, rather than as a complement to other activities. This allows it to target a niche market of people who are looking for a simple and effective way to improve their health and well-being.
  • Stretch Zone has a strong brand identity and recognition. It has over 100 locations across the US and Canada, and has been featured in various media outlets such as Forbes, CNN, Men’s Health and The Wall Street Journal. It also has a loyal customer base that includes celebrities, athletes and professionals.
  • Stretch Zone has a proven business model that generates recurring revenue and high margins. It operates on a membership-based system, where customers pay a monthly fee to access unlimited sessions. It also has low overhead costs, as it does not require expensive equipment or large spaces.

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  • One of the weaknesses of Stretch Zone is the limited scalability of their business model. While the franchise may experience success in attracting customers and reaching capacity at a specific location, expanding further becomes challenging without opening new locations. When a Stretch Zone location reaches its maximum capacity, the only feasible option for bringing in more clients is to establish additional branches. This reliance on physical expansion can pose several challenges and limitations.
  • Stretch Zone may have difficulty expanding its market share and attracting new customers. Some people may not be aware of the benefits of stretching or may not perceive it as a valuable service. Others may be reluctant to try assisted stretching due to privacy, comfort or safety concerns.
  • Stretch Zone may have challenges maintaining its quality and consistency across its locations. As it grows its franchise network, it may encounter issues with training, supervision and standardization of its staff and services. It may also face legal or regulatory risks depending on the state or country where it operates.



  •  Stretch Zone can leverage its expertise and reputation to create new products or services that complement its core offering. For example, it can develop online courses, books, podcasts or videos that teach people how to stretch effectively at home or at work. It can also partner with other businesses or organizations that cater to its target market, such as gyms, hotels, corporations or schools.
  • Stretch Zone can expand its customer base by reaching out to new segments or markets that can benefit from its services. For example, it can target older adults who want to prevent or manage age-related issues such as arthritis, osteoporosis or falls. It can also target younger generations who want to improve their posture, prevent injuries or enhance their athletic performance.
  • Stretch Zone can capitalize on the growing demand for fitness and wellness services in general. As more people become aware of the importance of physical and mental health, they may seek out solutions that can help them achieve their goals and improve their quality of life. Stretch Zone can position itself as a leader and innovator in the industry by highlighting its advantages and benefits over other options.

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  • Stretch Zone may face increased competition from new entrants or existing players who copy or improve on its concept. As the market for assisted stretching becomes more saturated and competitive, Stretch Zone may lose its edge or differentiation. It may also face price pressure or customer churn if other businesses offer lower prices or better value propositions.
  • Stretch Zone may experience a decline in demand for its services due to external factors that are beyond its control. For example, economic downturns, pandemics, natural disasters or social unrest may affect people’s disposable income, spending habits or priorities. They may also limit people’s access or willingness to visit physical locations for non-essential services.
  • Stretch Zone may encounter negative publicity or reputation damage due to customer complaints, lawsuits or scandals. For example, customers may report dissatisfaction with the quality or effectiveness of the service, injury or harm caused by the staff or equipment, breach of privacy or confidentiality, or unethical or illegal practices by the company or its franchisees.
  • Stretch Zone faces competition from other fitness and wellness businesses that offer similar or alternative services. For example, some customers may prefer to do stretching exercises on their own or with the guidance of online videos or apps. Others may opt for yoga, Pilates, massage or physical therapy instead of assisted stretching.


Stretch Zone is a company that offers assisted stretching services to help people improve their flexibility, mobility and performance. It has several strengths that give it a competitive advantage in the market, such as its unique selling proposition, strong brand identity and recognition, and proven business model. However, it also has some weaknesses and threats that limit its growth potential and profitability, such as competition from other fitness and wellness businesses, difficulty expanding its market share and attracting new customers, and challenges maintaining its quality and consistency across its locations. It also faces some opportunities that can help it diversify its revenue streams and increase customer engagement, such as expanding into new markets or offering additional complementary services.

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