How Van Marinos Built a Thriving Fitness Business by Leading with Community First

In a recent episode of Profit Made Simple, we sat down with Van Marinos, the founder of Community Moves, a multi-location fitness brand based in Sydney. What started as a one-man operation has blossomed into a three-location powerhouse, known for its inclusive environment and deep sense of community.

For fitness business owners, Van’s journey provides a roadmap of how to blend purpose, planning and people-first leadership into long-term success.

Taking the Leap with Purposeful Planning

Many entrepreneurs talk about the leap of faith. For Van, the leap was calculated. Before launching his first studio, he ran pilot programs, analysed the market and validated his concept.

He didn’t just dream of owning multiple gyms, he prepared for it.

By leveraging two decades of industry experience in fitness and sports administration, Van laid a foundation that made growth possible. He even tested early versions of his program with volunteers in borrowed studios, emphasising the importance of proof of concept.

Takeaway for fitness owners: Before you invest in fitouts and marketing, test your idea on a small scale. The lean startup model isn’t just a theory, it’s a proven pathway.

Community Over Everything

When asked what makes Community Moves unique, Van doesn’t hesitate: “We’re a social club that exercises.”

This simple yet powerful idea is woven through every part of his business. Instead of chasing trends or building programs that reflect his own preferences, Van created an environment for a specific demographic: older adults underserved by traditional gyms.

His inspiration? His own parents.

Van realised early that traditional gyms with loud music, intimidating equipment and impersonal service don’t work for everyone. Especially not his dad, who refused to even enter a typical gym.

By focusing on connection, consistency and care, Community Moves built a model based on real human needs, not just workouts.

Fitness industry insight: There’s massive untapped opportunity in building gyms for those who don’t currently feel welcome in gyms. It starts with empathy, not equipment.

Challenges from Day One

Despite the polished growth, Van is honest about the rocky road. In the early days, he unknowingly signed an unfavourable commercial lease. He wore every hat—from programming and coaching to accounting and cleaning.

Like many fitness entrepreneurs, he was emotionally tied to every new member and every cancellation.

What changed?

Van started viewing his business through a systems lens rather than a personal one. That mindset shift was critical for scaling.

Pro tip for gym owners: Early mistakes are part of the process. The key is learning fast, systemising faster and stepping back so you can focus on growth, not just survival.

Scaling Requires Systems, People and Letting Go

Growth didn’t come by accident. When Van reached out to us at Fitness Profit, he had one location and a vision for more. But like many founders, he recognised that he was the bottleneck.

Through coaching, Van implemented consistent meeting cadences, standardised marketing workflows and trained staff to take ownership. He began shifting from technician to operator, a tough but necessary evolution.

Key strategies included:

  • Installing studio managers empowered to lead
  • Building replicable programming systems
  • Shifting branding from “Van” to “Community Moves”
  • Reducing key-person dependency

Real growth tip: Scaling isn’t about doing more. It’s about doing less, but making sure what is done happens by someone else, consistently and within a defined system.

Leadership Means Leading Your Way

When discussing leadership, Van emphasises authenticity. He leads by example, cleaning the gym floors, checking in on staff well-being and upholding company values.

For him, leadership isn’t about command. It’s about care, clarity and consistency.

He also values humility. “I’m still figuring it out,” he admits, showing that leadership is a journey, not a destination.

Fitness leadership lesson: You don’t have to be a corporate titan. Be yourself. But be consistent—and genuinely care about your people.

Why Values Matter More Than Volume

A pivotal moment in Van’s journey came when he defined his core values and began filtering everything through them.

This clarity helped him:

  • Attract the right clients
  • Retain aligned staff
  • Let go of misaligned members without emotional distress
  • Create a consistent brand experience across all locations

Marketing became easier because the message became clearer: We are a community first. Fitness is just what we do together.

Marketing tip for gym owners: Know who you are. But more importantly, know who you’re not.

The Future of Community Moves

With three thriving locations and a young family, Van’s current focus is on operational excellence. He’s in no rush to expand just for the sake of growth. Instead, he wants each location to become a “beautifully humming business.”

Still, he’s open to partnerships, joint ventures or even franchising one day, if the alignment is right.

“Community Moves could be in every suburb,” he says. “But for now, it has to fit with my personal life too.”

Expansion takeaway: Growth that sacrifices personal fulfilment isn’t real growth. Build a business that supports your life, not one that controls it.