Fitstop’s collaborative culture is fueling fast growth, without losing its soul
Community. Every fitness brand talks about it — but at Fitstop, it’s not a buzzword. It’s the product. The business model. The glue holding together a fast-growing franchise that’s redefining what it means to scale with heart.
Today, with nearly 170 locations across Australia, New Zealand, Singapore, and now the U.S., Fitstop has evolved into a thriving global network. But what’s perhaps most compelling is how they’ve managed to scale without losing the ethos of what made the brand so sticky in the first place.
The early days of Fitstop tell that story best. The first 10 franchise locations weren’t born out of investor pitches or franchising expos.
They were started by members — people who experienced the product, believed in its impact, and wanted to bring that same strength and connection to their own neighborhoods.
It was an organic, passion-fueled beginning that shaped the brand’s entire approach to growth.
As interest grew and Fitstop entered its next phase of expansion, co-founder Rebecca Hull stepped into the fold. With a background in professional services recruitment and human resources, she brought in the right people, systems, structure and a strategic lens needed to turn Fitstop into a scalable, sustainable franchise model. Since then it’s grown exponentially — but the heartbeat of the brand remains unchanged.
How to Scale Without Losing Connection
Scaling a fitness brand while keeping the “community feel” intact is no small feat. Fitstop has managed it by embedding connections at every level — from the members to the systems to the franchisees themselves.
“What’s been incredible to watch is how our franchise network has become a team in itself,” said co-founder Peter Hull. “They’re not just focused on individual club success — they’re invested in growing the brand as a whole.”
So, who are the people behind this growing network?
“Our most successful franchisees come from a variety of backgrounds, but they all have a few things in common,” said Rebecca Hull. “They’re strong leaders who care deeply about fitness, about people, about delivering a good product, and about creating spaces where community thrives.”
“In fact, almost 100% of our earliest franchisees were former members who fell in love with the product and brought it home..”
As they grew, Rebecca and Peter refined their approach to identify three key franchisee avatars: career professionals looking for a meaningful career pivot or investment in an area of passion; group fitness managers or coaches with leadership experience, and former athletes ready to channel their drive into a new purpose.
Meet the Fitstop Franchisee:
- Career-Changer – Professionals seeking a purpose-driven pivot
- Manager-Turned-Owner – Coaches or team leaders ready to step into ownership
- Former Athlete – High-performers channeling their competitive edge into business
- Purposeful Investor – Strategic partners passionate about health and community
Today, that vision has expanded further, welcoming professionals and investors from a range of industries, each bringing new perspectives and energy to the brand.
“We look for people who want to build something that matters,” added Peter. “And then we give them every tool and system we’ve developed to do just that.”
The Systems that Power Community and Franchise Success
From the moment business owners sign on, they get 24/7 access to Fitstop’s online training hub — followed by site selection support, build plans, and a structured 12-week pre-launch program, including weekly business coaching and trainer onboarding.”
Many of our franchisees hit break-even within their first month,” Rebecca said. “Our second U.S. location, launched in Philadelphia in late 2023, scaled to a second site in less than 12 months.” Our founding Perth location launched 200+ founding members and scaled to six sites in under two years.”
The Fitstop team takes a hands-on, partnership-driven approach to ensure owners feel confident and connected from day one.
Franchisees are supported through three primary touchpoints: an online training portal, weekly calls with business support managers, and in-person inductions designed in a classroom setting – learning how to run the business, role plays, and fostering peer learning and brand alignment.
And it doesn’t stop at launch. Ongoing support includes:
- A fully programmed 12-month operations calendar
- Integrated marketing + campaign support
- Weekly calls with Business Support Managers
- Face-to-face training and peer learning
- Ongoing education + Trainer Accreditation
- Annual Franchisee Conference
“We plan our support and marketing calendar a year in advance,” Peter explained. “That allows our owners to stay focused on delivery and consistency and gives us the structure for ongoing engagement to sync business planning and marketing across the entire network. It also means franchisees stay focused on building relationships with members and their teams while delivering a world-class product.”
From the start, Fitstop franchisees are woven into a dynamic, collaborative ecosystem. Peer-to-peer learning is embedded in every stage of the business, from onboarding to Fitstop Roadshows to regional accreditation workshops. Owners and coaches alike come together regularly to share strategies, celebrate wins, and exchange insights.
“It’s like a mentorship loop,” Peter said. “Franchisees learn from each other, challenge each other, and grow together. That spirit of collaboration and support is a key part of our culture — and one of the biggest drivers of sustainable growth.”
Built on Community. Powered by People
Even with a growing global footprint, Peter and Rebecca remain actively involved in the franchise journey, especially in the U.S., where the brand is still in early-stage expansion.
“We’re in startup mode again in the U.S., and that’s exciting,” said Rebecca. ”It’s a rare opportunity — bringing a proven model into a new market, with the same hands-on energy as when we first started. “We’ve moved here to be close to the growth, stay connected to the brand, and ensure every partner feels supported.”
Rebecca remains deeply involved in franchise development and relationships. “I’ve personally recruited 95% of the franchise partners we’ve brought on,” she said. “For me, it’s not just about building the network, it’s about giving people the opportunity to change their lives, just like we did.”
That personal commitment continues to shape Fitstop’s entry into the U.S., where the team is carefully building out clusters of new locations, having open locations in California, New Jersey, and Philadelphia, with plans to expand into Texas and beyond. Here, Peter and Rebecca are leaning into multi-site operators and regional partners with strong business backgrounds.
“We’ve seen a lot of success with operators who have taken on several locations,” Rebecca says. “We are interested in partnering with people who can take on entire regions, who understand their local markets, and who want to scale with us in a smart, strategic way.”
At every level, Fitstop’s franchise model reflects the same commitment to connection that started it all. It’s that relentless focus on people, culture, and shared success that has enabled the brand to grow quickly while remaining true to its roots.
“Fitstop has always been about helping people show up better in their workouts, their lives, and their careers. Through franchising, we’re inviting others to create that same impact in their own communities. That’s the power of connection. That’s Fitstop.”
