Personal Approach To Fitness Proves A Profitable Exercise

Sun Herald

Sunday March 23, 2008

By Belinda Cranston

FOR someone who spent part of his 20s entertaining hordes of brash young travellers in Club Med resorts in Queensland and Singapore, Andrew Griffin seems very mild mannered.

Now running his own outdoor fitness business, he says you don't necessarily need to be hyperactive to be in charge of a group up for a challenge.

"When you have 18 people looking at you, you do have to be ready to go to every session," he says. "But you don't have to be hypo and loud. There's a lot of different ways to run a successful outdoors business."

Griffin, who is also a tennis coach, bought a Step into Life franchise he runs from Queens Park, in Sydney's eastern suburbs, about 18 months ago.

Established in 1995, Step into Life sets itself apart from what it calls the "often intimidating and boring" environment of gyms, by conducting its classes outdoors. Classes are held even in wet weather, except if there are "thunderbolts and lightning", says Griffin. Activities include stretching, running, weightlifting, boxing, and working with fit balls. Boot camps and golf tournaments are also held.

"People train for a lot of different reasons," Griffin says.

"For some it's to improve fitness, for others it's their social network."

Without a shop front, Griffin relies on A-framed sized boards he assembles before a class to advertise his business, which he says are successful in generating new clients.

Griffin has also benefited from advertising sponsored by the state manager of Step into Life. A recent promotion took the form of a coupon the size of a credit card, which was stuck to the front cover of Women's Health magazine. The coupon offered readers eight free Step into Life classes. "It was very successful," Griffin says.

Other ways Step into Life attracts new clients is via banners at major running events, including Sydney's annual Sun-Herald City to Surf fun run. There are also cross promotions with physiotherapists and nutritionists.

Although Griffin will give some advice related to nutrition, he says it is not his area of expertise, hence his reason for referring clients to a nutritionist.

When necessary, he also recommends a particular physiotherapist. In return, business is referred back to him.

On average, Griffin says members tend to remain with Step into Life fitness groups for 18 months. Most take part in two classes a week, at a cost of $14 per session. There is also a $77 joining fee, which grants life membership.

Griffin's classes are scheduled to fit in with office workers; morning sessions start at 6.15am and evenings at 6.30pm.

In between he sometimes plays golf. Business does slow down during the winter, he says, but he still enjoys the satisfaction of working for himself.

"I'd never go into anything again where I wasn't my own boss," he says.