CM: One of my biggest observations
from my visit to SOF HQ is the sense
of community and ‘no-ego’ culture.
Did this just happen, or was it part of
the plan?
JA: I get asked this quite often. It’s
something that just happened.
Throughout school and training for
sport growing up, I was always trying
to ‘amp up the boys’. When I moved
into a training setting, I would jump
in on the sessions and do the same.
From a member perspective, I
believe they are much more willing
to work hard when they see you
putting in the hard work as well.
CM: It’s clear that finding the right
team members is crucial. What’s
on the checklist when recruiting?
CM: You’ve just moved into your
second site in West End, Brisbane.
How would you feel about creating
a franchise model?
JA: Okay, well this one is very simple.
3 Yes’s, then it’s pretty easy for us:-
1. Are they a good person?
2. Can I have a beer with them?
3. Do they have a good work
ethic?
CM: It’s a very competitive space for
fitness businesses right now. What’s
your take on the industry being at
saturation point?
JA: Whilst the industry may seem
flooded, I believe there is still room
for improvement.
I also fell that the general standard
of coaching is just not good enough
and far too many people get injured
going to the gym. One of our goals
at SOF is to improve the industry
standard of Personal Training/
Coaching through our Internship
program so that doesn’t continue to
happen.
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JA: The thing that gets me about
the franchise model, is that I feel we
would lose the very thing that makes
us great; our atmosphere and our
people.
CM: You have an Allied Health
Team. Tell me a little more about
why you formed that group?
JA: Again, our goal is to build SOF
into the one-stop shop for all things
health and fitness. Our enquiries
relating to fitness, exercise and
wellbeing solutions around illness,
disease and injury, has led us to
creating a team of brilliant
practitioners who specialise in those
areas of expertise. Together as a
team, we focus on providing a great
solution with exceptional outcomes
for our members.
WHAT’S NEW IN FITNESS - AUTUMN 2019
By atmosphere, I don’t just mean
turning the music up and going
crazy. I mean from the moment you
walk in the door you get greeted
by Jimmy (trainer) who yells “Hey
Sarah, how ya going?” to the pat on
the back from Deccy (trainer) after
completing a tough round on the
legs in the PRIMAL class.
CM: What does the future look like
for SOF?
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JA: Our aim is to build SOF (as a
brand) into a health and fitness
facility that can service all goals. We
will continue to provide excellent
service and results and get our two
facilities running towards our target
capacity.
SOF Platinum for a more intimate,
hands on approach with 1:1, Pilates
and Exercise Physiology services and
big bother, SOF HQ for a more ‘meat
and potatoes’ style of training. After
that, who knows what will be next.
And then to acknowledge our
people. It’s absolutely unreal to be
able to hold social functions and
have 80+ people turn up to a
‘Christmas In July’ function dressed
in all sorts of weird and funky outfits.
What we have I wouldn’t change for
the world, so right now, franchising is
not on the radar.
WHAT’S NEW IN FITNESS - AUTUMN 2019
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