Q&A with Prime IV Hydration & Wellness Multi-Unit Franchisee Heidi Neville

Name: Heidi Neville

Title: Multi-Franchise Owner/Area Developer

Brands: Prime IV Hydration & Wellness

Units: Nine. Oversees 16 units in Utah as an area developer.

Years in franchising: 5½

Why did you choose to franchise with a service brand?

I chose a service brand because I have a passion for connecting with people in a meaningful way. When you work with a service brand, it gives you many opportunities to connect with others and help them with their goals. I find that very rewarding.

How did you choose the sector and brand you did?

I was the first franchisee of Prime IV Hydration & Wellness. When I met the CEO, Amy Neary, she had just one location, but I immediately fell in love with her vision and the concept of IV therapy. Prime IV had everything I was looking for in a business: purpose, innovation, and scalability. From the start, I knew it would be a home run. I told Amy that if she ever decided to franchise, I’d be her first, and I kept that promise. Just six months later, on March 20, 2020, we opened our doors at the outset of the pandemic, while most businesses were closing theirs.

What different skill sets are required for franchising with a service brand?

Franchising a service brand like Prime IV, a spa, requires a blend of entrepreneurial, leadership, operational, and people-oriented skills. Unlike product or retail franchises, service brands depend heavily on experience delivery, team performance, and relationship-driven marketing. It requires hiring A-players and creating an environment of accountability, connection, and service. I have developed three pillars that I teach my teams:

1. Service - ensuring every client feels cared for and valued, with a focus on personalized, world-class wellness experiences.
2. Connection – building authentic relationships with clients, teams, and the community, to make people feel seen and supported.
3. Knowledge – empowering others with expertise and education, so clients and staff alike feel confident and informed in their wellness journey.

I also like to align my teams with my vision and hopefully help them develop the same vision by continually sharing it.

What are the advantages of choosing a service brand?

The main advantages that stand out to me are that service brands can easily create predictable, repeatable income through recurring visits with memberships and packages. Service brands create transformational impact. You’re improving people’s health, confidence, and wellbeing, not just selling a product. It’s easier to personalize and create a “wow” factor in a service-based business rather than in retail. Service quality, culture, and consistency become your competitive edge.

What are some keys to being able to operate multiple franchises at the same time?

In order to run multiple franchises successfully, you need to be able to shift from managing to leading. Build clear systems and protocols so each location operates consistently without you. Hire strong managers, give them accountability. Keep communication tight with weekly meetings with each head manager and share performance KPI’s. Focus on brand consistency, culture, and data-driven decisions. Developing leaders and refined systems are what I have found to be the most important.

What are some of the top ways in which you have been able to market and promote your business?

Some of the most effective ways I’ve marketed and promoted my businesses have been through community partnerships, social media campaigns, and local engagement. I collaborate with gyms and corporate offices to host wellness events and offer complimentary services that create lasting connections. Consistent, authentic content on Instagram and Facebook helps build brand trust and showcase real results. I also use local sponsorships and email and SMS marketing to keep clients engaged and drive repeat visits. Partnering with influencers and securing media features to expand visibility. Optimizing Google listings and ensuring we have people consistently review our business ensures we rank high in local searches. Ultimately, blending community involvement with strong digital presence and consistent branding has been key to sustainable growth.

What would you recommend to anyone considering a service brand?

If you’re considering a service brand, focus on people, process, and purpose. Success comes from delivering a consistent, high-quality experience through strong systems and well-trained teams. Choose a service you truly believe in, build clear procedures, and lead with authenticity. In a service brand, you’re not just selling a product; you’re creating an experience that builds trust, loyalty, and lasting growth.