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Ready to battle for market share in the competitive functional training studio market, Fitstop is promising Victorians a new wave of functional fitness, with three locations set to open in Melbourne in the coming months, starting with the opening of their first franchise in Northcote as of today (Saturday 4th May).

With their sights fixed on expansion, Fitstop’s entry to the Victorian market is just the beginning of the Brisbane-based business’ aggressive national growth strategy that will see the brand expand to 60 locations within the next 12 months.

Founded by Chief Executive Peter Hull and business partner Richard Bell, the pair have worked tirelessly with Chairman, Stuart Cook (formerly Chief Executive of Zambreros), to develop a boutique fitness solution that will stand the test of time and give people the chance to take control of their fitness goals.

Hull explains “our individual business acumen meant we knew what was required to form a solid business framework that will have longevity in the market.

“Ensuring we have a robust and solid foundation of leadership and expertise has been a huge priority for us. We’ve got some of the best business, marketing and strategy entrepreneurs at the helm, which has enabled us to develop a cutting edge product that isn’t afraid to push the boundaries.”

“The focus for us has always been to deliver a training concept that meets the real needs of consumers – not just aligning with a fad - whilst targeting fitness professionals who want to truly embed themselves into a business they are passionate about.”

Advising that the brand has a firm stance on not selling franchises to pure investors, which has already paid dividends for them, Cook stated “we believe that our long-term sustainability in the fitness industry hinges on creating community in every studio, and you can’t do that if you aren’t present with your members every day.

“Our franchise model stipulates that each locations’ Head Trainer must have at least 30% ownership stake in the franchise.

Supported by IBISWorld predictions that fitness centre revenues will grow at an annualised rate of 1.8% over the half decade through to 2022/23, Cook, Hull and their Executive team know the opportunity for impact in the local market is still ripe for the picking.

Hull added “the fitness industry in Australia has undergone a face lift over the last five or so years and people are no longer satisfied with a stock-standard gym – they want to feel like pioneers of their own training and results, and are happy to pay for it.

“We are confident in the business model we have in place and know that the principles of our training will become a part of the fabric of the 60 communities we plan to build in the coming months, starting with our three Melbourne locations.”

Following today’s opening of Fitstop Northcote, the group is planning on building a strong community foundation, backed its foundation membership category being sold out already.  

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