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

In this episode of Profit Made Simple, I had the privilege of sitting down with my long-time friend and fitness industry leader, Connor Pettersson from Code 5.

From humble beginnings with one gym to now operating five thriving locations across Sydney’s Northern Beaches, Connor’s journey is full of lessons every fitness business owner can learn from.

In our conversation, Connor shared his origins, the challenges he faced, and the strategies he used to scale his business while building an unshakable community.

Here are some of the most powerful takeaways from our discussion.

The Origins of Code 5

Connor’s journey into business was sparked by a deeply personal moment. A close friend’s mental health battle inspired him to re-enter the fitness industry, this time with a mission bigger than himself.

What started as an effort to help one person soon evolved into something much larger. His first gym grew rapidly, and while his initial vision was modest – one great gym and a branded car – Code 5 has now impacted more than 10,000 people and their families.

For Connor, success wasn’t about numbers alone. It was about creating generational change. Parents who trained at Code 5 reported their kids joining sports, running park runs, and living more active lifestyles. This ripple effect became the foundation of the brand.

Challenges Along the Way

It’s easy to look at Code 5’s success today and assume it was smooth sailing. But Connor was quick to point out the challenges:

1. Business Partnerships

Early on, Connor faced misalignment with a business partner. The lack of clear roles, no shareholder agreements, and differing visions caused friction.

Lesson learned? Get everything documented – from responsibilities to exit clauses – and ensure values are aligned before moving forward.

2. Financial Literacy

Despite strong growth in membership, profits were slim in the early years. Connor admitted to overspending on equipment, marketing, and community events without proper financial planning.

The turning point came when he invested in accounting support and began tracking acquisition costs, member churn, and cash flow. Profit isn’t the enemy of passion – it’s what sustains it.

3. Navigating COVID-19

Like many gym owners, COVID presented a major challenge. But thanks to his strong networking connections, Connor was able to prepare early. He pivoted fast, offering online training, member support programs, and even community-driven initiatives like supporting local cafes and breweries.

The result? 75% of members kept paying during lockdowns, a testament to the strength of Code 5’s culture.

Building and Scaling Community

One of Connor’s standout traits as a leader is his ability to create and nurture community. At Code 5, community isn’t an afterthought – it’s central to the business model.

From events like ‘Sweat and Sip’ sessions to massive outdoor challenges, Connor designed experiences that went far beyond a typical workout. These weren’t just fun extras – they became retention strategies.

Data showed that members who engaged in events stayed longer, so the team now actively tracks and encourages participation. This blend of passion and systemisation ensures Code 5 remains more than just a gym.

Scaling to Five Locations

Growing from one location to five required Connor to evolve both his mindset and leadership style.

• Mindset Shift: After his online program venture didn’t pan out, Connor admits he doubted his ability to expand. With encouragement from mentors and peers, he reframed his beliefs and committed to growth.

• Leadership Evolution: Instead of being the firefighter solving every issue, Connor learned to empower leaders within his business. Today, clear roles, KPIs, and accountability structures drive performance across multiple locations.

• Strategic Expansion: Code 5 grew by acquiring underperforming gyms, rebranding them, and plugging them into proven systems. This strategy reduced setup costs and accelerated growth.

The Power of Networking

Throughout our conversation, one theme kept coming up – networking.

Connor attributes much of his success to building authentic relationships with other entrepreneurs, both locally and globally. Whether it was learning from US gym owners during COVID, working with mentors, or being part of Entrepreneurs’ Organisation (EO), networking opened doors, offered perspective, and accelerated growth.

For fitness business owners, the lesson is clear: put yourself in rooms where you’re not the biggest fish. Growth happens when you feel uncomfortable and surrounded by people ahead of you.

The Future of Code 5

The journey doesn’t stop here. Connor shared some exciting plans for Code 5’s future, including:

• Expanding class offerings with Pilates, yoga, and recovery sessions to add value to members.

• Exploring opportunities in the supplement space, not just as a revenue stream but also to give back, such as supporting athletes with disabilities.

• Continuing to refine systems that make scaling sustainable while keeping community at the heart of the brand.

Key Lessons for Fitness Business Owners

Connor’s journey offers invaluable insights for other fitness entrepreneurs:

1. Start with Purpose: Build around your “why,” not just a desire for profit.

2. Systemise for Scale: Document roles, track performance, and create systems that allow you to step back.

3. Invest in Financial Literacy: Passion fuels the fire, but profit sustains the business.

4. Build Unbreakable Communities: Retention is strongest when members feel part of something bigger.

5. Leverage Your Network: The right connections can prepare you for challenges and accelerate opportunities.

Conclusion

Connor Pettersson’s journey with Code 5 is a powerful example of how purpose, community, and systems can transform a small fitness studio into a multi-location brand.

For fitness business owners, his story is a reminder that growth comes not just from passion, but from financial discipline, strong partnerships, and the courage to surround yourself with great people.

You can connect with Connor on Instagram at @connorpettersson or learn more about Code 5 via their official channels.