A Fitness Brand Transformed!

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A Fitness Brand Transformed!

Stepz Fitness, an Australian owned gym franchise has been in the operating for over 10 years in the fitness industry. The brand has helped over 20,000 people in Australia, with their traditional 24/7 gym offering, and now unveiled a new concept and interior design for its gyms across the country. The new concept was created to fill a gap in the fitness industry between two primary customer segments – 24/7 gym access and functional group training. They hope this new concept will help set them apart in the increasingly transactional, high-churn fitness category.

The new concept was envisaged by the current Franchisor, Sam Waller working with Scott Bouquet who is the CEO of Ideas Marketing, a Marketing agency in Sydney.


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 is aimed at making exercise a part of everyday life. The brand has even stated they wish to depart from 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.




“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” Stated Mr Waller.

The new interior design is created to promote a warmth feeling of belonging and joy when a customer walks through the door by using earthly tones, green feature walls and a more vibrant colour pallet for the brand. Extras such a ‘refresh station’ for helping members feel their best and a communal table with built-in charging cords make fitting a workout into your day a touch easier.

“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 the customers of Stepz, so we have taken it further by fully transforming the look and feel of the main Stepz Fitness brand to become a more desirable brand that creates lifelong connections with customers” said Scott Bouquet, Ideas Marketing. 

Stepz Fitness will have already launched the concept into 2019 and will continue with 5 new gyms opening this year.

Franchisees are already over the moon with the new concept,


“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” said Ash Kings owner of Stepz Fitness Penrith.

To see the new brand see our full case study, or feel free to visit the link below:





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