How Matt Gorman Built My Good Feeling by Leading with Clarity, Connection and Community

In a recent episode of Profit Made Simple, we sat down with Matt Gorman, the founder of My Good Feeling, a vibrant fitness studio in Sydney.

Matt’s journey from solo coach to successful studio owner is full of insights for fitness professionals looking to grow without losing what makes their business special.

With a background in coaching and a passion for helping people move well and feel good, Matt turned his personal ethos into a powerful business brand.

His story highlights how clarity, consistency and community can transform a fitness vision into a thriving reality.

Matt didn’t enter the fitness industry chasing business success, he started by wanting to help people feel better through movement.

That intent shaped every step of his journey. Rather than follow trends or mimic other gyms, Matt focused on creating an environment where people felt safe, seen and supported.

As his client base grew, so did his awareness that he was building more than just a session schedule. He was creating a culture.

Lesson for fitness professionals: Start with a mission that matters to you. It becomes the foundation for everything else.

The name My Good Feeling isn’t just catchy, it’s central to the brand identity. It represents how Matt wants people to feel every time they walk into the studio and every time they leave.

He created a space that is:

• Friendly and non-intimidating
• Focused on movement quality and consistency
• Built around belonging, not just results

This emotional connection to the brand has helped it stand out in a competitive industry.

Brand insight: When your business name aligns with the experience you deliver, you don’t need complicated marketing.

In the early days, Matt did it all; coaching, admin, sales, cleaning. Like many fitness entrepreneurs, he wore every hat.

But over time, he realised that growth required a shift in mindset. He needed to stop being the business and start leading the business.

With support from Fitness Profit, Matt introduced:

• Clear staff roles and responsibilities
• Weekly team rhythms
• Onboarding systems
• Values-based hiring and training

By empowering his team, Matt stepped back from the day-to-day grind and started building for scale.

Pro tip: You can’t scale what lives only in your head. Document it, delegate it and trust your people.

At one point, Matt struggled with business identity. Was My Good Feeling a personal brand? A community gym? A high-performance centre?

Through introspection and strategic coaching, Matt clarified:

• Who his ideal clients are
• What his studio stands for
• What makes the experience unique

That clarity filtered through every touchpoint from marketing language to staff onboarding and it boosted confidence inside and outside the business.

Marketing tip: Confusion repels. Clarity attracts.