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Success Story

How the Mormaii Integrated Studios network achieved agility and efficiency in management and strategic decision-making by investing in Business Intelligence

The application of data engineering and business intelligence technologies optimized processes, transforming days of manual work with low data reliability into automatically updated daily reports. This optimization freed up the team to invest time in data analysis and expand their strategic vision.

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The beginning

The Business Intelligence (BI) project with Mormaii Integrated Studios began in 2021. The work focused on the Mormaii fitness franchise network, known for its exclusive physical training methodologies, combining cardio, functional training, Pilates, and Five Konzept activities.

At the time, the network consisted of 40 studios. The operations manager manually compiled data by individually accessing each franchisee's system to gather indicators such as active students, new contracts, and the conversion rate of prospects into students.

Reports were created using Excel spreadsheets and took an average of one week to produce. Any error in the process—from “copying data from the franchisee's system” to “pasting it into the spreadsheet”—could result in an entirely inaccurate view of the situation.

The data referenced the previous month, providing an outdated snapshot of the network. Additionally, the team had little time to interpret the report and address critical issues. Since the first week of the month was consumed by manual data collection, only three weeks remained to attempt solving any problems identified in the data analysis.

This scenario negatively impacted the relationship between the Mormaii Integrated Studios team and the franchisees. There was a lack of visibility across the network, and franchise managers needed more actionable information to improve the management of their businesses.

 

Key Challenges

  • Excessive delays in updating network reports.

  • High risk of errors due to the manual data extraction process.

  • Lack of resources to support franchisees in managing their studios.

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“Everything was very manual, with too much time spent processing data and too little time analyzing it. We understood that it was not a sustainable approach considering our goal of expanding the network.”

 

William Melilli

Co-founder and Expansion Director at Mormaii Franchises

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.

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.

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.

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.

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.

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.

“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.

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.

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.

“When we worked with manually produced reports, the information was partial. With BI, we have access to indicators we couldn’t cross-reference before. This more detailed view, this richness of data, helps our team have a more strategic perspective and make decisions more quickly.”

William Melilli​

Co-founder and Expansion Director at Mormaii Franchises

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Pontos de conexão

Case in Numbers

1.920

100%

13

Hours saved

in manual and repetitive

data manipulation tasks

The franchisor's strategic meetings based on data from BI dashboards

Different data sources integrated

The current scenario and next steps

The BI project for Mormaii Integrated Studios has now been running for three years and has contributed significantly to establishing and consolidating a data-driven culture within the company. Today, it is an essential part of the network's expansion, which grew from 40 units in 2021 to over 100 in 2024. Currently, the management team conducts strategic meetings with a focus on BI dashboards.

“Today, we don’t make a call to a franchisee without first looking at the BI. For us, as the franchisor, having this tool to support franchisees is a key differentiator. I can’t imagine a franchisor, regardless of the sector, operating without BI. Working without data is working on guesswork, and nowadays, it’s impossible to act professionally that way,” says William.

The success of data analysis for the studios led to the launch of a new project: the BI for Mormaii Franchises’ retail stores. Similar to the studios’ version, the retail BI includes a management dashboard for the franchise units. A network-wide dashboard, providing an overview of all units, is currently under development.

Today, Mormaii Franchises operates with nine Power BI applications, the software used to create dashboards and reports. These include dashboards for studios, network expansion, and retail stores. The dashboards feature financial management, marketing and sales information, student data (for studios), and inventory and purchasing control (for stores).

Both studios and stores have their own cloud-based data warehouses (DW). Integrated data sources for each project's DW include Meta Ads, Google Ads, RD Station, and management systems for the studios and stores.

The project continues to evolve, with ongoing usability improvements to the dashboards and the addition of new predictive analyses. These enhancements allow the management teams—both for studios and stores—to proactively address potential issues and achieve even greater success.

“It’s a continuous effort to improve information. It’s strategic to look at data daily for decision-making and to act with the speed required by today’s competitive market. BI aligns the team so everyone sees the same indicators and is on the same page during discussions about which direction to take, and it helps the team strive for better performance.”

William Melilli​

Co-founder and Expansion Director at Mormaii Franchises

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