Australian gym franchise, Stepz Fitness, is opening two new gyms in early July – Stepz Fitness Eastwood and Stepz Fitness Shellharbour – with a hybrid gym concept that integrates functional group training alongside their existing 24/7 gym model.
In 2018, the Stepz Fitness Franchisor, Sam Waller, took a huge risk – that is now paying off. He changed the brand and business model by adding a Functional Group Fitness Studio to the existing 24/7 gym setup. In addition, he brought on Scott Bouquet as Head of Marketing to oversee the brand transition.
Waller worked his way up in the Franchise from Personal Trainer to become the Franchisor some seven years later. The insight he garnered from working at all levels in the Franchise allowed him to transition successfully. As Franchisor, he made significant changes throughout the business to stand out from the competition.
Having spent most of his time as the Franchisee at Stepz Fitness St Lucia, he takes a very different approach than other Franchisors. This experience has enabled the Franchise to evolve to where it is now. Members love the brand, and his Franchise Partners overall are very happy.
For him, success is measured by positive feedback from two key stakeholders – the Franchisee and the Members. To fulfil this, he invests heavily in marketing for the Franchisees and focuses heavily on providing the best services to Stepz Fitness members.
The addition of Group Training – offering up to 26 classes a week at half the cost of competing chains – was not just to improve the business profitability but was also to achieve the fitness goals of Stepz Fitness Members. Waller believes this model is a ‘long-term and high-value business model’ with both the Franchise Partners and members benefiting greatly.
Stepz Fitness Shellharbour is notable for the Franchisor as it is the second gym opened by an existing Franchisee, Daniel Hotchkis.
Waller notes “I am heavily focused on Multi-Site ownerships as this indicates the Franchisee has achieved great success in their first gym. For Mr Hotchkis, he has fully subscribed to the new Stepz Fitness model and is a true believer in the business model and what the brand represents.”
Stepz Fitness Eastwood will open next, on the 1st July, taking over a Plus Fitness gym which has relocated. Waller notes “this gym is very exciting as we identified huge improvements to how the business was operated and have also added a mezzanine to increase the size of the gym to 400sqm.
“The new and improved gym space has ample room for our Functional Group Training classes. The competition is very low in Eastwood, and I expect this gym to be a great addition for the local community”.
Image top: Group Fitness Class at Stepz Fitness Lismore; and image above Sam Waller in 2013 when he bought Stepz Fitness St Lucia
8th April 2021 – Stepz Fitness opens new gym in Dubbo
12th November 2020 – Stepz Fitness curates holistic interiors to enhance patrons’ wellbeing
10th March 2020 – Hybrid gym concept and new franchisees drive Stepz Fitness expansion
1st November 2019 – Stepz Fitness unveils new wellness concept
9th August 2016 – Stepz Fitness introduces new franchise model: announces NSW expansion
4th October 2012 – 24-hour gym Stepz Fitness opens in Brisbane’s Fortitude Valley
8th September 2012 – Stepz Fitness launches ‘virtual personal trainers’
24th May 2012 – Stepz Fitness opens seventh franchise in Brisbane’s Cannon Hill
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