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New fitness brand arrives with name associated with international drug syndicates

New fitness brand arrives with name associated with international drug syndicates
May 24, 2021

Claiming to be "Australia's newest and most exciting fitness brand", new gym group Fitness Cartel has announced plans to grow to reach 30 locations in the next few years.

Having opened gyms in Maroochydore and the northern NSW town of Tweed Heads at the end of last year, and with a new club set to open in the northern Brisbane suburb of Aspley, Fitness Cartel advises that it offers "something new and fresh" to get members "motivated and staying on track".

The brand also has a clothing range which it says is "designed to dominate the fitness industry".

However, the brand name used for the new group uses a term associated with drug-trafficking organisations.

A press release published last week by Fitness Australia, entitled 'The Cartel Is Coming!', describes the "cheeky" brand name as being "cool and catchy", and as having come "to light during the forced closure (of the Queensland/NSW border) with avid Gym goers wanting to sneak over the Border like 'The Cartel'.”

The press release quotes Fitness Cartel founder Nathan James as saying "if you’ve ever dealt with a group of Mum’s in the Creche, well they are definitely the Cartel bosses.

“‘Cartel’ defines itself as a Group of people, dedicated to dominate the market, which is exactly what we’re going to do.”

By contrast with James' description, the Cambridge Dictionary definition of cartel is "a group of similar independent companies who join together to control prices and limit competition", while the Merriam-Webster Dictionary adds "because cartels restrict competition and result in higher prices for consumers, they are outlawed in some countries."

In recent decades the term has been associated with drug-trafficking syndicates, particularly those in South and Central America.

The Australian Consumer and Competition Commission defines cartels as "businesses (making) agreements with their competitors to fix prices, rig bids, share markets or restrict outputs are breaking laws and stealing from consumers and businesses by inflating prices, reducing choices and damaging the economy."

In the press releases, James, a former World Gym Australia owner and owner/operator of Genesis Fitness Clubs and Australian Sports Nutrition stores, stated “people are wanting something different rather than big box gyms and no assistance and poor service."It’s daunting enough just starting, but people need that extra help not only to continue, but they also want results faster and ongoing support.

"So, we have added in the best equipment and biggest range, Les Mills group fitness, yoga, Pilates, functional training, cycle, separate comfortable training areas, plus a new system to guarantee results never seen in any Australian Fitness Club before, all whilst providing a much more comfortable and inviting place to call, your Fitness Home.

"Our strength lies within our team values and our WHY which is 'providing a comfortable, feel good environment, which challenges, motivates and inspires results!' Not only are we delivering a superlative atmosphere through our fit-out, but our teams are focused on delivering electric experiences at every interaction to our members."

Fitness Cartel has not responded to a request for comment at the time of this article's publication.

More information on Fitness Cartel opportunities can be found at

Images: Fitness Cartel's branding (top) and Fitness Cartel's founder Nathan James (below). Credit: Fitness Cartel/Facebook.

Related Articles

20th May 2021 - Greg Oliver named Executive of the Year at APAC Fitness and Wellness Awards of Excellence

6th May 2021 - Fitness Australia, ESSA and SMA join forces to launch pre-exercise screening system specifically for young people

4th May 2021 - New partnership announced between Fitness and Lifestyle Group and the Australian Institute of Fitness

15th April 2021 - Nominations open for the 2021 Australian Fitness Awards

3rd March 2021 - Genesis Health and Fitness Chief Executive positive about 2021 resurgence

9th March 2021 - New fitness and lifestyle shows look to exploit post-COVID market opportunities

24th February 2021 - Fitness Australia welcomes NSW Government’s lifting of gym class numbers to 50 people

23rd February 2021 - Fitness Australia’s Barrie Elvish highlights the value of health

4th January 2021 - Fitness Australia calls for Federal government to introduce national plan to improve physical activity rates

22nd September 2020 - Queensland Government to allow border opening to northern NSW

31st July 2020 - Melbourne gym hosts anti-mask conspiracy theorists meeting

11th February 2020 - Fitness marketing expert Steve Jensen releases new sales app

23rd October 2017 - World Gym franchise opens in Maroochydore

6th June 2017 - Queensland club drops Anytime Fitness branding to become first DY Gym Australia site

15th November 2014 - Ecclestone sees ‘no point’ in F1 targeting youth audience

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