New owner of Stepz Fitness Lismore transitions from personal trainer to franchise owner

Stepz Fitness Franchisor Sam Waller has advised that he has sold the group’s Lismore gym to Alyce Benson - who started at the business as a personal trainer, before becoming manager and now the owner.

Waller advised “it is the same progression I took in my career and something I am committed to help more personal trainers achieve.”

Having opened Stepz Fitness Lismore in September 2020, Waller advised “I hired Alyce August 2020 due to her tenacity and passion for helping others. She has been in the fitness industry for longer than me and was just as dedicated as I am.

“Initially, I was going to set up and oversee operations of the business myself. However, Alyce sent me an email out of the blue and kept following up (so) I knew hiring her would be the right thing to do.

“She wanted a management role as she felt she wasn't given enough opportunities at her last business. However, once she was in the position, she thrived and set her sights on ownership.

“We laid out a roadmap for her and set about achieving it. The business grew quickly, and she has set up the functional group fitness at the gym from day one.

“Today, 18 months since the business opened, we have a large active membership base, including many group fitness members. The business is profitable, and revenue targets have been met. “Under her leadership, Alyce has a team of five group fitness instructors/personal trainers and the business is the best rated gym in Lismore and hugely popular with the community.

“Alyce will be a great addition to our Franchisee network, given her wealth of experience in Group Fitness and gym management.”

Currently operating 16 sites, Waller explains that Stepz has a different approach to its expansion, explaining “As Franchisor I prioritise our marketing budget on building our current gyms not finding franchisees".

“This is the first year we are running a Franchise Expansion campaign since I have been Franchisor. Over the last two years our new gyms have originated from our current Franchisee network expanding, Franchisor gyms or word of mouth.

“Also, if I cannot find a Franchisee and I think it will be a good site I will open it myself and find a Franchisee later.

“When I hire a managers for these sites I try to find one that wants to work their way into ownership - like Alyce did.

“I have huge confidence in what we are doing and how the model is working so I think it is reassuring to see that a Franchisor is prepared to invest capital and open clubs if a franchisee is not found.”

“In the past two years I have opened two gyms myself - Stepz Lismore and Stepz Fitness Dubbo.

“Both have performed really well and it is something I will continue.

“Also, we are getting some exeptional deals from landlords who want us in their shopping centres so I will continue to take these great opportunities as they arise.”

Click here to visit the Stepz Fitness franchising website.

Image: Stepz Fitness Lismore (top), new franchise owner Alyce Benson (middle) and Stepz Fitness Franchisor Sam Waller (below).