In this episode of Profit Made Simple, I’m peeling back the curtain on every business I’ve owned over the past 17 years.

From humble beginnings to major milestones—and plenty of mistakes along the way—I’m sharing the real stories that built me.

This isn’t a curated highlight reel.

It’s the truth, told candidly, so you can learn faster, avoid the pitfalls, and make smarter decisions in your own journey.

From Dream to Reality in Coogee

My first business was a small personal training studio called Coastal Bodies, based in Coogee.

Just 30 square meters, it was born from passion and a desire to coach people in a professional space.

What I lacked in business acumen, I made up for in drive and work ethic.

But that drive became a double-edged sword.

Burnout and the Pivot to Business Operator

Wearing every hat—trainer, marketer, bookkeeper, content creator—led me to burnout. I realised that if I wanted to stay in the industry I loved, I had to stop being just a coach and start becoming a business operator.

That meant learning how to sell, market, recruit, and deliver exceptional service.

Key Mistakes and the Cost of Ignorance

One of my most expensive lessons? Opening the studio without a change of use DA. It didn’t matter—until it really did. When residents started complaining, I had to retrospectively fix everything. That included environmental reports, acoustic checks, construction certificates, and a lot of uncertainty.

Systemising Success and Creating Leverage

Eventually, I took over the adjacent shops, scaled to three storefronts, and stepped back to working just six hours a week. I even went three months without stepping foot inside.

When I finally sold it for a strong multiple, it marked my first big win in understanding leverage and systemisation.

Creating Australia’s First Accredited Kettlebell Course

My next venture was the Functional Training Institute, co-founded with my mate Tarek. What began as a passion for kettlebells evolved into Australia’s first accredited course, and soon, a global education business offering 11 certifications.

Rapid Growth and Operational Challenges

The growth was wild—and so were the lessons. We had the demand but lacked financial systems.

We were making money but barely keeping any.

On top of that, our leadership didn’t scale with our team size, and our culture suffered.

Milestone Achievements and Smart Decisions

We eventually found our stride. We bought a commercial property, streamlined operations, and I became a better presenter and marketer.

Learning how to sell high-ticket programs and run Facebook ads made a huge difference.

A Respectful Exit

After 10 years, Tarek and I decided to part ways.

We had different visions, and we handled the separation professionally. He kept FTI; I took the coaching and the gym.

Looking back, I’m proud of what we built and the impact we had on the industry.

A Business Without Passion


Momentum 360 was a gym born out of necessity, not desire. We’d bought a warehouse and decided to launch a gym when another operator pulled out last-minute.

But neither Tarek nor I wanted to run it, and that lack of passion affected everything.

COVID, Management Turnover, and Opportunity Cost

We went through three managers, survived COVID, and still built a decent community. But it always felt heavy.

At one point, I was juggling four businesses. Some, like Momentum, suffered from lack of attention.

The Power of Property

In the end, the real win was the building. It doubled in value, and I was able to rent it out for $12K/month.

Selling the gym’s goodwill allowed me to reclaim my bandwidth and refocus on what I loved.

Building the Fastest Growing Business Yet

Fitness Profit has been the most fulfilling and fastest-growing business I’ve built. Why? Because it combines impact, purpose, and experience.

I know the pain points of fitness business owners, and I genuinely care about helping them succeed.

The Power of A-Players and Culture

Our team is made up of real experts with real businesses under their belts. They’re smart, kind, and deeply invested in our clients.

That kind of alignment is rare, and it pushes me to become a better leader every single day.

From Coaches to Marketers

Co-founded with Bec, Facebook Ads Academy is our digital agency that helps fitness professionals (and now other industries too) generate quality leads. Bec is phenomenal—passionate, professional, and deeply caring.

The Joy of an Aligned Business Partner


Working with someone who shares your values and work ethic makes everything easier. This business is fulfilling and growing fast because of that shared foundation.

Becoming Part of a Legacy Brand

Filex was different—it wasn’t my creation. But as a minority shareholder, I joined a company that had shaped my early career.

From delegate to presenter to part-owner, the journey came full circle.

Big Goals for 2025 and Beyond

Together, our new leadership team has returned Filex to profitability.

We’re planning big things in 2025 to elevate education in the fitness industry once again.

When to Pivot, Partner, or Exit

Each decision I’ve made—whether to pivot, partner, or exit—has come down to one question: is this aligned with my values? If the answer is no, then it’s time for change.

The Final Question


If you’re not throwing the doona off in the morning, something’s not right. You can renegotiate your future.

You can pivot. And you can build something that truly excites you.

These are the businesses that built me. They’ve shaped who I am, and the lessons continue every single day.

If there’s one takeaway, I hope you walk away with, it’s this: build a business that reflects your values, energises your life, and lights you up.