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Stepz Fitness unveils new wellness concept

Stepz Fitness unveils new wellness concept
November 1, 2019

Aiming to fill a gap that it considers exists between two primary customer segments in the fitness industry - 24/7 gym access and functional group training - Stepz Fitness has launched a new concept and interior design for its gyms across Australia.

With Stepz Fitness havine been operating for over 10 years in the fitness industry and with the brand having helped more than 20,000 people in Australia, the Australian owned gym franchise' is hoping that their new concept will set them apart in the increasingly transactional, 'high-churn' fitness category.

The new concept is designed with a focus on playing a bigger role in the lives of customers by creating a wellness community. It’s about going beyond the ‘body’ and addressing overall wellness.

For Stepz Fitness, everything from the interior design to the services provided are aimed at making exercise a part of everyday life. The brand has even stated they wish to depart form the association of a being gym. Stating they specifically chose an interior design team who weren’t gym users to bring a fresh outlook to the industry.

The new concept was envisaged by the current Franchisor, Sam Waller, who started with Stepz Fitness in 2010 as a Personal Trainer.

Waller explains “I am overjoyed to bring our collective vision to life here in Australia. We have the best team working on this project and is very exciting to see it coming to life.

"My experience as a personal trainer to now being in charge of the Franchise is something that is unique and has given me a better insight into what Australians want from a fitness brand.

"As a 24/7 gym chain we felt we needed to do more for our customers than simply being open 24 hours a day. We wanted to bring in high quality functional group training and new customer experience to the industry.

The new interior design and branding of earthly tones, green feature walls and a more vibrant colour pallet is created to promote a warm feeling of belonging and joy when a customer walks through the door. Extras include a ‘refresh station’ to help members feel their best and a communal table with built-in charging cords.

Scott Bouquet, Chief Marketing Officer at Stepz Fitness noted "we’ve focused on creating an environment where members feel empowered, not intimidated, to get over the hurdles of improving their health. Changing the business model is one way to better serve our customers we have taken it further by fully evolved the look and feel of the main Stepz Fitness Brand. To become a more desirable brand and create lifelong connections with our customers.

With the concept having been unveiled in Penrith in August, Ash Kings owner of Stepz Fitness Penrith advised “I have been looking at opening a gym franchise for many years, I have not come across a brand that is as dynamic as Stepz Fitness.

"The 24/7 gym industry is ready for disruption and I am excited to bring this new concept to market; to better support our local community.”

The roll out will continue with another five territories recently sold across NSW and Queensland.

To find out more about Stepz Fitness Penrith please visit

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16th October 2019 - Viva Leisure enters Queensland market with acquisition of eight Healthworks Fitness Centres

9th August 2016 - Stepz Fitness introduces new franchise model: announces NSW expansion

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8th September 2012 - Stepz Fitness launches ‘virtual personal trainers’

24th May 2012 - Stepz Fitness opens seventh franchise in Brisbane’s Cannon Hill

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