FLIP FACTORY

This Case is about Flip Factory Inc. which is owned by Darlene Traviss. Traviss wanted
to fill in the market gap of gyms where gyms would provide recreational activities other
than building just a competitive environment. Toddlers, youths, teens, and adults
participated in a multitude of gymnastics-based activities throughout the 10,000-square-
foot facility. Three years had passed since Traviss relocated Flip Factory from an inner
city church hall to an industrial park in northeast Calgary. Flip Factory was a Calgary-
based fitness center that offered unique, non-competitive, gymnastics-based programs.
She wanted to provide fun and challenging classes for all ages and abilities, and her
classes incorporated non- traditional components such as circus arts, trampolining,
demonstration gymnastics, and parkour. Traviss also arranged birthday parties and other
events at the location and helped the underprivileged children by organizing charity
programs for them these goals were incorporated in the companies well developed
mission statement.

Within a five-year period, Traviss, at the young age of 24, had grown her gymnastics
business to encompass well over 1,000 participants in 10 rural communities and 30 part-
time staff members. In 2003, Traviss started Fit Kids a mobile preschool gym program
for day care centers. The business model started with a minimum overhead but it was
successful. Travis had to continue using module equipment which could be taken down
and put up regularly for different classes catering to different segments so the system
had to be safe and fool proof limiting any injuries in addition to this circus classes also
meant the whole structure had to be redesigned since the roof holding the ropes had to
be strong. The business flourished because of its unique idea and well-structured
marketing plans. There were safety and risk management plans as well. When Traviss’s
Lease ended she was quick to come with a new plan of expanding and opening in
Calgary over here her links came in use from her previous work as a construction
worker. The shift to the new location also showed a positive response and brought
more name to the factory along with revenue as was seen in different exhibits.