How Connor Pettersson Scaled Code 5 into a Multi-Location Fitness Success Story

In this episode of Profit Made Simple, I sat down with a powerhouse in the Australian fitness and business world, Shane Da Costa. From his early days as a young personal trainer in Sydney’s iconic City Gym to building multiple seven and eight-figure businesses, Shane’s story is one of relentless growth, reinvention, and an unshakeable commitment to personal excellence.

Our conversation was raw, real, and deeply inspiring. It went far beyond strategy and numbers — into mindset, resilience, and the inner work required to achieve lasting success.

From City Gym to Industry Leader

Shane’s introduction to the fitness industry was as gritty as it gets. At just 18, he worked behind the front desk at City Gym — a space known for its intensity, its characters, and its lessons. It was there he learned what it meant to survive and thrive in a high-performance environment.

Quickly realising he needed to stand out in a crowded market, Shane studied health science and remedial massage to deepen his understanding of the body. This wasn’t just about adding letters after his name, it was a deliberate strategy to differentiate himself.

“If I was going to compete in a red ocean, I needed to offer something no one else was.”

That mindset laid the foundation for everything that came next.

The Drive to Be the Best

From the start, Shane had an inner fire, a need to push beyond comfort and mediocrity. As a teenager, he’d already been a competitive athlete and even won the title of Junior Mr Australia at 21. But as he told me, that desire to be “the best” was never about comparison.

“It’s not about being better than others. It’s about becoming the best version of yourself.”

That mindset shift — from competition to self-mastery — became his compass for growth. It’s also one of the reasons he’s managed to pivot, adapt, and thrive through decades of change in the fitness and online business worlds.

From Comfort to Growth: Rejecting “Good” for “Great”

One of the most profound lessons Shane shared was about rejecting the good to pursue the great.

He explained that too many people get stuck in comfort — making decent money, having a good life — and never realise their full potential because change feels hard and uncertain.

“To grow, you have to reject average. Change is uncomfortable, but it’s the only way to reach your true potential.”

That willingness to embrace discomfort became a recurring theme in his life — especially when the world threw him some of its biggest challenges.

Rebuilding from Rock Bottom

There was a point where Shane’s life completely unravelled. A painful divorce left him emotionally and financially drained. For many, that would have been the end of the story. For Shane, it was the beginning of a transformation.

Instead of numbing the pain, he made a decision — to channel it into growth. He committed to radical discipline: no drinking, training daily, tracking every calorie, and immersing himself in personal development.

“In chaos, I created discipline. I realised that if I wanted my life to change, I had to change my thoughts first.”

He began reading a book every week, investing in mentors and business coaches, and reprogramming his mindset from survival to success. That personal transformation became the seed for everything that followed.

From Personal Trainer to Entrepreneur

As Shane rebuilt, he began to grow one of the largest personal training enterprises inside Fitness First — at one point employing 13 trainers. His team included well-known industry names like James Smith, who went on to global success.

But even then, Shane felt the pull to expand. When COVID-19 hit, it forced another pivotal moment. His in-person businesses were wiped out overnight. Many would have folded. Shane saw opportunity.

Reinvention: The Birth of an Online Empire

With the world in lockdown, Shane pivoted. He took everything he knew about fitness, health, and transformation — and built his first online offer in six weeks. It was imperfect but fast. Within 12 weeks, he had hit his first $50,000 week. A few months later, he broke $100,000 a week.

That business evolved into Heart Smart, a telehealth platform connecting clients with cardiologists, dietitians, and behavioural psychologists. It grew into a multi-million-dollar enterprise, generating nearly $1 million a month at its peak.

“It’s not about perfection. It’s about taking action. Imperfect action beats inaction every time.”

The Leap from Seven to Eight Figures

Scaling to eight figures meant one thing — Shane had to evolve again. No longer could he be the technician doing everything himself. He had to become the visionary CEO.

That shift required new skills — recruitment, leadership, governance, and strategy. He learned to hire specialists smarter than himself, building a team that included leading medical experts and behavioural scientists.

“At some point, the question changes from ‘What do I need to do?’ to ‘Who do I need to hire?’”

It’s a lesson every fitness business owner needs to hear — freedom and scale come from systems, not hustle.

Lessons from the Freedom Academy

Today, Shane channels his experience into The Freedom Academy — a coaching program designed to help people transition from traditional jobs or overworked businesses into careers that offer autonomy, purpose, and financial freedom.

He’s helping professionals escape the hamster wheel of “good money, no life” by teaching them how to build online businesses that align with their values.

“Your freedom is worth more than $10 million, but most people give it up for $100k a year.”

Through his academy, Shane teaches the principles of attraction, conversion, and delivery — the same three skills that have allowed him to succeed in every business he’s built.

Mindset Over Mechanics

What stood out most in our chat wasn’t Shane’s strategy — it was his psychology. His belief that all change begins internally.

“You’ll never outperform a negative self-image.”

He reminded listeners that growth begins with belief — with saying “I can, I will, I must.” Those words, he explained, can transform fear into fuel.

It’s a principle that applies as much to fitness business owners as it does to clients. Without the right mindset, no strategy, funnel, or marketing plan will ever work.

Key Lessons for Fitness Business Owners

Here are some of the most powerful takeaways from Shane’s journey:

  1. Reject the good to reach the great. Comfort kills growth.
  2. Embrace uncertainty. Every breakthrough begins with risk.
  3. Take imperfect action. Momentum matters more than perfection.
  4. Invest in yourself first. Your business will only grow as much as you do.
  5. Shift from “how” to “who.” Freedom comes from building teams, not doing everything yourself.
  6. Define freedom on your terms. Money means little without time, health, and purpose.

Conclusion

Shane Da Costa’s story is proof that true success isn’t built on strategy alone — it’s built on mindset, courage, and conviction. He’s a living example of what happens when you refuse to settle for “good” and instead pursue greatness with purpose.

For fitness business owners, his message is clear — growth begins within. To change your business, first change your thinking.

You can follow Shane on Instagram at @shanedacostaofficial or listen to his Freedom Formula Podcast.