Founder Larry Cohen sells Step into Life master franchise

Australasian Leisure Management has learned that Step into Life co-founder Larry Cohen has sold the master franchise to the business.

Founded in 1995, Australia’s first ever outdoor personal training group grew to operating 165 franchises in Australia and four in New Zealand at its peak, although numbers have declined in recent years.

The new owner is understood to be John Cargnello, believed to be a current Step into Life franchisee.

Writing to Step into Life stakeholders about his leaving the franchise, Cohen stated "the past 23 years since the launch of Step into Life ... have been incredibly rewarding.

"Over the years, we have touched the lives of thousands of members and contributed significantly towards making communities happier and healthier.

"But now I will pass the baton on to a new owner. After much consideration, I have decided this is the right time for new leadership and fresh perspective at Step into Life."

Cohen has not elaborated on the new owner, who, after searching on LinkedIn, appears to also be listed as chairman of a cooking oil supplier.

Looking back on the growth of the business, Cohen adds "in July 1995, I placed the first 12 x 3 advertisement in the local newspaper for outdoor training at Hodgson’s Reserve in Bentleigh, Victoria.

"People thought I was crazy to start an outdoor training group in the middle of a Melbourne winter – no one else had done it, and the concept took off.

"The ad attracted 70 phone calls and before I knew it I was operating from four venues and needed assistant trainers to help meet demand.

"Franchising commenced in 1998 to ensure each party had a vested interest in the business and the success of the members they were training.

"Now, we truly have something for everyone with specialised sessions in cardiomax, toneup, boxkick, coreball, powerflex, achievit, endurit and corporate training."

Cohen has been a polarising figure in group personal training and is the subject of several critical Blog posts.

One Blog, which refers to the franchise as ‘Step into Strife’ describes the brand as having become "toxic" before its sale, adding that Cohen, who took full control from his brother Mark Cohen, in 2011, after 20 years of continued growth "has sold the fitness franchise after seven disastrous years as it’s leader."

Comment on Step into Life can be read at stepintostrife.wordpress.com/ and stepintostrife.wordpress.com/2014/10/27/ex-franchisee-says-step-into-life-founder-is-a-man-fundamentally-without-a-moral-compass/

Images: Larry Cohen (top) and on the cover of the former Fitness Professional magazine (below).