Aussie fitness chain Stepz Fitness is prioritising sustainable expansion in 2026 with a renewed focus on franchisee performance and disciplined execution.
Franchisor Sam Waller said the year ahead represents a critical stage for the franchise system.
“This is a make-or-break year in terms of how we scale. We’re not chasing growth for the sake of it. We’re focused on ensuring every new club strengthens the network and that franchisees are building sustainable, profitable businesses,” Waller said.
Now operating 26 locations across Queensland, New South Wales, ACT and South Australia, Stepz Fitness has expanded without private equity backing or large-scale marketing budgets.
Waller, who has led the business since 2017, said the network has prioritised capped memberships, strong retention and franchise-level profitability as its core growth drivers.
Waller’s perspective has been shaped by the early challenges of acquiring and rebuilding the franchise.
“When I took on the business, Stepz wasn’t in a strong position,” he said. “There was scepticism about whether the model could scale. That experience has made us very deliberate about how we support franchisees and how quickly we grow.”
Stepz Fitness operates a hybrid model, combining 24/7 gym access with functional group training. The model allows franchisees to diversify revenue streams while keeping operating costs comparatively low.
Waller said average member retention across the network at about 18 months is higher than industry averages of six to nine months.
The franchise system is supported by a lean national head office team of four. It focuses on operational support, site selection discipline and franchisee coaching rather than centralised marketing spend.
“We don’t have the luxury of throwing money at growth,” Waller said. “That forces discipline. It means the fundamentals have to be right at the club level.
“The goal isn’t to be the biggest,” Waller says. “It’s to build a franchise network that lasts.”
