What does it take to build and sustain a world-class fitness business? How do you stay relevant in a fast-changing industry while keeping your team and clients engaged?

In this episode of Profit Made Simple, I sat down with Ben Lucas, the founder of Flow Athletic, one of Australia’s most prestigious boutique fitness facilities.

Over the past 12 years, Flow Athletic has remained at the top of its game, winning international awards and pioneering industry trends. But what sets Ben apart is his willingness to innovate, his commitment to team culture, and his focus on long-term success over short-term gains.

Whether you’re a personal trainer, gym owner, or fitness entrepreneur, this episode is packed with valuable business and leadership insights.

Ben Lucas didn’t start his career in fitness—he started as a professional rugby league player. But instead of waiting until his 30s to pivot, he made a bold decision in his mid-20s to transition into personal training.

By the age of 25, he opened his first personal training studio—a franchise. By 27, he had two studios. By 28, he had three.

🔹 One of those studios, just 117 square meters, was running 800 PT sessions per week.
🔹 It was generating over $500,000 in profit annually.

But despite the financial success, something was missing.

Ben wanted more autonomy—the freedom to innovate, create his own brand, and set up a business model that truly supported his team.

So, he made another bold move—he sold all three gyms and invested everything he had into launching Flow Athletic.

It was a risky move, but one that paid off.

Ben partnered with Kate Kendall, a highly sought-after yoga teacher, and together they created Flow Athletic—a boutique gym that combined strength, spin, and yoga.

The concept was innovative and unique, and within a few months of opening, Flow Athletic won the Telstra Startup of the Year award.

Key Takeaways:


✔️ Look beyond your local market—the best ideas often come from global trends.
✔️ Be an early adopter—Ben introduced boutique fitness before it was mainstream.
✔️ Find the right business partner—Kate Kendall’s expertise in yoga perfectly complemented his strengths in fitness.

In 2013, boutique fitness was still in its infancy in Australia. Yoga wasn’t mainstream, spin studios were rare, and HIIT training hadn’t yet exploded.

But during a trip to Los Angeles, Ben visited a gym called Yas, which combined yoga and spin. Around the same time, he also attended a HIIT class at Equinox.

He saw the future of fitness before it hit Australia.

One of the biggest challenges in the fitness industry is staying relevant.

What worked five years ago might not work today.

Ben has kept Flow Athletic ahead of the curve by constantly innovating.

🔹 2013: Introduced barre classes after spotting the trend in LA.

🔹 2020: Transformed one of his HIIT rooms into a reformer Pilates studio—now the #1 modality at Flow Athletic.

🔹 2023: Launched Run Club, which has quickly gained popularity.

Ben doesn’t just follow trends—he anticipates them.

This is why he invests in professional development and attends global fitness conferences like IHRSA

🔹 Example: During the 2020 IHRSA Miami Conference, he attended a talk on post-pandemic fitness trends. The speaker predicted that clients would move away from high-intensity training due to burnout.

He returned to Sydney and immediately converted one of Flow Athletic’s HIIT rooms into a Pilates studio.

Now, five years later, Pilates is the most popular offering at Flow Athletic.

💡 Lesson: To stay relevant in fitness, you must be willing to evolve.

In an industry where staff turnover is high, Flow Athletic’s team retention is unheard of.

✅ Average staff tenure: 7.5 years
✅ Some staff have been with Flow for 12 years

How has Ben achieved this?

Ben follows the Values vs. Performance framework:

✔️ High values, high performance → Keep them.

✔️ High values, low performance → Invest in their growth.

✔️ Low values, high performance → Let them go.

“If someone is highly skilled but doesn’t align with our values, they must go. Culture is everything.”

Unlike most gyms that pay trainers per session, Flow Athletic hires salaried employees.

✔️ They get holiday pay, sick leave, and financial stability.

✔️ The investment in staff retention pays off in client retention.

Flow Athletic regularly funds courses and certifications for their trainers, including:

✔️ Sales training

✔️ Nutrition courses

✔️ Specialised fitness certifications (e.g., Perimenopause Training)

This keeps trainers engaged, motivated, and constantly improving.

💡 Lesson: Invest in your team, and they’ll invest in your business.

Most successful gym owners expand—either through franchising or opening new locations.

Ben chose not to.

Why?

Because scaling isn’t always the answer.

He briefly explored licensing Flow Athletic and received 20 applications in one month, even collecting a $50,000 deposit from one group.

But he pulled the plug.

“I didn’t want to become a franchisor and change my role. I love what I do. I get to train, work with an amazing team, and spend time with my family. Why chase more?”

💡 Lesson: Growth isn’t about how many locations you have—it’s about creating a business that aligns with your values and lifestyle.

Ben Lucas has built one of the most successful boutique gyms in Australia by following a few key principles:

🔹 Stay ahead of industry trends—Constantly innovate and evolve.

🔹 Invest in your team—Hiring, retention, and professional development matter.

🔹 Know what you want—Scaling isn’t for everyone. Define your version of success.

If you want to connect with Ben, follow him on Instagram @benlucas1 or visit Flow Athletic in Sydney.