Lifting the game in fitness franchising
17th Dec 2023
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By Emily Ainsworth
As Australia’s first and only hybrid gym, Stepz Fitness combines the convenience of 24/7 gym access with the proven results of functional group fitness.
With over 25,000 members and 20 locations nationwide, Stepz Fitness has cemented its place among the top 10 fitness franchises in Australia.
Where it all began.
Sam Waller, who became the franchisor in 2017 after several years as a Stepz franchisee in Brisbane, has transformed the brand from a standard 24/7 gym into a pioneering hybrid model.
This strategic shift has propelled Stepz Fitness into the ranks of Australia's top fitness franchises, earning back-to-back finalist positions in the AUSactive Awards for Franchise of the Year in 2022 and 2023.
He says the motivation for the hybrid model stems from the country’s growing obesity problem, despite Australians spending $3 billion on gym memberships annually.
“A big problem in the industry is members still aren’t getting the results they want,” Sam says.
“Functional group fitness is known for its results, but the 24/7 gym industry is here to stay. Merging these two offers a better service to our members,” Sam says.
Affordable and result-oriented fitness.
Stepz Fitness caters to diverse needs with its dual membership model. The 24/7 access option, starting at $16.95 per week, appeals to budget-conscious and time-poor individuals. For those seeking more structured fitness programs, Stepz offers a $29.95 weekly functional training membership, including classes like HIIT, boxing, and yoga.
Sam says Stepz Fitness uses the latest technology and equipment to enhance the member experience. Members can track their progress, view their workouts on screens and access online classes. Above all, he says Stepz Fitness provides a friendly, welcoming environment.
“When I first walked into that Stepz gym in 2009, the non-intimidation aspect was huge because I spent a lot of my childhood overweight.
“We realise that gyms can be intimidating places for females, retirees or people who’ve never been into a gym before so that’s why we actually cap our weights – we’re not elite.”
Stepz Fitness also offers no lock-in contracts, no joining fees, and no cancellation fees. You can also enjoy free trials, discounts, and referrals. The average lifetime value of a Stepz member surpasses industry standards, averaging 18 months.
A winning business model.
Aside from the member benefits of two-tiered pricing, Sam says the hybrid approach has proven to be a strong business model as well.
“When I took over the franchise in 2017 there were big players in the market and it was too competitive for us to play well in,” he says.
“But with the hybrid model, we have a unique market position that sets us apart from other gyms.”
Stepz Fitness offers a turnkey solution and ongoing support to its franchisees. The franchise model includes systems and processes for leasing, HR, marketing, hiring, and more. Stepz Fitness also offers low start-up costs and guaranteed finance support for qualified franchisees.
Sam says he provides direct contact and comprehensive training to all his franchisees.
“My personal mission is to help Australians feel happy and healthier through health and fitness so I like to be on the ground for openings, to see the impact that we can have on members' lives.
“We don't want to grow to a point where we're too big that I can't pick up calls or be available for an opening. That's something that’s in our DNA.”
Sam says he’s proud of his achievements with Stepz Fitness and plans to expand the brand further.
“We’re not just a gym franchise; we’re a holistic fitness solution that helps people get fit and live healthier, happier lives.”
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