How Stepz Muswellbrook Profited $1,000,000 in under 2 years
Meet Sam
Sam Waller is the Master Franchisor of Stepz Fitness. Passionate about fitness and the Stepz model, he puts his money where his mouth is by using the exact same system enjoyed by Stepz Franchisees to launch his second gym.
Sam’s journey is deeply personal—he rediscovered health and vitality through Stepz Fitness after enduring the challenges of recovering from a broken spine. This transformative experience fueled his commitment to helping others achieve life-changing results through fitness.
During COVID, when starting a new business seemed unimaginable, Sam set out to truly test the Stepz franchise model.
Sam’s Goal
Sam wanted to make quality gym facilities available beyond the city limits, reaching regional communities. In November 2022, chose Muswellbrook as a great location, both for the locals and for a lucrartive business opportunity.
The response was phenomenal, with the club exceeding 200 members in its opening month.
Note - even though Sam is the Master Franchisor, he uses the exact same processes and resources that are available to every single franchisee who opens their own gym. In other words.. you can have the same opportunities as a Stepz owner!
How HE Did It
Step 1 - Discovery
During Covid, people needed access to health and fitness more than ever. Sam wanted to open a new gym despite the fact that it was uncommon to step into a new venture during a pandemic.
Step 2 - Site Selection
Stepz gyms are so successful because of the location selection. Sam chose his territory with the analysis and site selection criteria he built with his team and decided to become the owner of Muswellbrook.
Step 3 - Finances
Sam prepared a financial model, and business plan to obtain funding through the Stepz Broker network. This network is an invaluable resource for franchisees who want to open their own Stepz gym.
Step 4 - Building & Design
Sam worked with the Stepz building designers to design a state-of-the-art facility. He then secured the builders who could create the gym within budget and maximise the customer experience.
Step 5 - Pre-Opening & Marketing
The Stepz marketing team created hype and a pre-launch campaign, generating 590 leads before they opened! Followed by a great opening event, he generated paying members from the very first day.
Step 6 - Growth & Sale
Over the next 24 months, Sam focused on managing the staff and providing a great member experience which resulted in a sale for $850,000 in under 2 years to the current gym manager.
“Stepz continues to transform Australian lives every day.”
"Stepz has become the bread and butter for over 60 families and the driving passion for over 11,000 members. We’ve helped over 30,000 members and want to make more Australians reach their health and fitness goals. I want members to enjoy their fitness journey with us as well as business owners to thrive in helping more Australians with the Stepz innovative model"
— Sam Waller
The Results
Sam launched in November 2022 with 200 active members and quickly became a top performer in the network. Building on this success, Sam opened two more gyms, one of which was purchased by its manager, highlighting the Stepz Fitness model’s scalability and entrepreneurial spirit.
The model enables managers to transition into ownership, as seen with Stepz Muswellbrook, which sold for nearly $1,000,000—demonstrating its resilience and value. Despite economic challenges, the Stepz Fitness approach delivers cost-efficient, high-quality solutions, driven by Sam’s commitment to accessible fitness.