Can You Build a Franchise Empire Around a Game People Play for Free?
By Tam Goldsmith
Shoot 360 opens its first Philippine centre, charging from ₱8,000 monthly. Will players pay as it expands across Asia?
American basketball training franchise Shoot 360 has opened its first Philippine centre, offering high-tech coaching in a country where the sport is hugely popular. With more locations planned across Asia, the company is betting that basketball enthusiasts will pay for specialist training.
You don't have to look far to find a basketball court in the Philippines. The sport is played in neighbourhoods, schools and community centres across the country, often with little more than a ball and a hoop. Now an American franchise is hoping some of those players will be willing to pay for a more sophisticated training experience.
Shoot 360 opened its first Philippine centre at Robinsons Galleria Ortigas in Quezon City on 17 September. The company followed up with an international expansion announcement on 13 October, confirming plans for further locations in the Philippines and Japan. Its Asian franchise operation has set a target of 200 locations open or in development by 2030.
From the Neighbourhood Court to Paid Training
Founded by American basketball coach Craig Moody, Shoot 360 combines traditional coaching with technology that measures shooting, passing and ball-handling performance. Players use interactive training stations that record their results, allowing them to follow their progress and work on particular skills.
The Manila centre also includes a full-size basketball court. Its location inside Robinsons Galleria Ortigas gives the business access to families visiting the shopping centre, as well as players specifically looking for coaching.
The question for the franchise is how many of those visitors will become paying customers.
Published prices include an annual membership fee of ₱2,500 and unlimited monthly access starting at ₱8,000. Training packages begin at ₱1,000 per session when purchased in groups of 12, while individual coaching costs extra.
For families already paying for organised sport, the facilities may be attractive. But basketball's popularity in the Philippines doesn't automatically mean players will pay for specialist training. The centre will need to demonstrate that its coaching and technology offer enough value to keep customers returning.
An Asian Franchise Business Takes Shape
Shoot 360's regional expansion is being managed from Taipei, where its Asian master franchise operation is led by CEO Sean Cheng. Cheng previously established and operated a basketball academy, giving him experience in the training business before becoming involved with Shoot 360.
The Manila opening was attended by former NBA player and Shoot 360 ambassador Rodney Stuckey, alongside representatives from Robinsons Land and Robinsons Retail Holdings.
The company's experience in Taiwan offers some indication of the potential customer base. Shoot 360 reports approximately 1,350 members at its Taipei location, with adults accounting for around 40% of them. That matters because the business is seeking customers beyond children attending lessons or teenagers hoping to improve their competitive performance.
Adults who play recreationally could provide another source of membership income, particularly if they value access to equipment and coaching they cannot find at an ordinary court. The company will need to establish whether similar demand exists in Manila and the other cities it plans to enter.
Two Hundred Locations Is a Big Ambition
Shoot 360 currently reports eight international locations across five countries outside the United States. Its Asian operation expects at least two more openings in the Philippines and another two in Japan within the next year, while exploring opportunities in China, Indonesia, South Korea, Singapore and Thailand.
The longer-term target of 200 Asian locations by 2030 is considerably larger than its present international network. Importantly, the figure includes locations still in development, so it does not mean the company expects 200 centres to be open and trading by that date.
Each new centre will require suitable premises, specialist equipment and trained coaches. Franchisees will also need enough regular customers to support those costs. Unlike a conventional basketball court, where players can arrive with their own ball, Shoot 360's facilities depend on technology that must be maintained and staff who can deliver the promised training experience.
The first Philippine location has the advantage of being in a prominent shopping centre, but future operators may face different property costs and customer expectations. Membership renewals and repeat coaching bookings will provide a better indication of demand than the excitement surrounding a new opening.
What We Can Learn From This
Shoot 360 has chosen a country where basketball already has an enormous following, giving its franchise a clear audience to approach. But franchisors entering markets with strong enthusiasm for a sport still need to establish how many customers are prepared to pay for structured training. Prospective franchisees should examine membership retention, coaching revenue, equipment maintenance and property costs before committing to a location. The performance of Shoot 360's first Philippine centre will help determine how quickly its regional partners can justify further investment.
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