In the competitive fitness industry, creating a meaningful and lasting connection with members is the key to success. No one understands this better than Steve, the owner of Squadron Fitness, who transformed his struggling franchise into a thriving community hub by honoring his family legacy, building an inclusive environment, and embracing innovative approaches to fitness.
Business Transformation
The results of Squadron's member-focused approach speak for themselves:
✅ 100+ new members since rebranding less than 5 months ago
✅ Expansion from 7 daily classes to 12
✅ Fully booked sessions across the schedule
✅ A diverse and dedicated membership base
"We're really struggling to fit everyone in, which is a great problem to have," Steve shares.
A Legacy of Strength and Unity
When Steve made the bold decision to rebrand his struggling franchise, he needed a name that embodied his vision. He chose "Squadron," named after his grandfather Burt Tinning's Squadron 51 in the Royal Air Force during World War II. "Squadron means fit, strong, united," Steve explains. "And that's what we are here. It's a big, strong community." This meaningful connection isn't just a marketing ploy—a plaque of his grandfather watches over the gym, a constant reminder of the values that drive the business.
A Community for Everyone
What truly sets Squadron apart is its inclusivity. Walk into any class and you'll find: Members ranging from 16 to 72 years old New parents and seasoned athletes training side by side Law enforcement officers working out alongside office professionals Simon, one of Squadron's original members, embodies this transformative community spirit. Over his 10-year fitness journey with Steve, he's lost an impressive 40 kilos. "When I joined with Steve, I couldn't run a lap of the oval, and I think I vomited on the warmup," Simon recalls with a laugh. "Steve's changed my life."
Training Philosophy: Sustainable Intensity
Squadron's programming philosophy focuses on sustainability without sacrificing results:
✅ Monthly training blocks with progressive difficulty
✅ Reduced high-impact movements to protect joints
✅ Hybrid classes combining strength and cardio elements
✅ Self-paced options with modifications for all fitness levels
Nate, a trainer who's been with the gym for eight years, describes the current phase as "the best we've been in." The focus on sustainable intensity has allowed members to train consistently without the joint strain that often comes with high-impact workouts!
Experienced Coaches Who Care
Unlike gyms staffed primarily by young trainers, Squadron prioritizes experience and empathy. The youngest trainer is 28, and most have navigated personal fitness journeys or injuries themselves. "My trainers are awesome. The vibe is incredible," Steve says proudly. "Everyone that walks in walks away going, 'Wow.'" Coach Bee, a former professional dancer from London, brings theatrical energy to her classes. "It's such an amazing community," she shares. "Everyone's super supportive and so dedicated. These guys are hardcore."
The Proof is in the Results
Squadron's success stories range from dramatic transformations to consistent daily wins: Wedding couples losing 10% body fat in four months Long-term members like Simon maintaining 40+ kilo weight loss Seniors staying active and strong into their 70s Young athletes preparing for potential professional careers The gym's challenge boards, once barely filled, now require three additional boards to accommodate all participants—a visible testament to the community's growth and commitment.
Embracing Innovation
Part of Squadron's success comes from embracing technology through their partnership with CloudFit, a digital fitness platform that displays workout instructions on screens throughout the studio. This addition has enhanced the member experience by providing clear visual guidance and enabling more flexible scheduling options. "The members love the TVs," Steve notes. "It's been a game changer for me."
Looking Forward
As Squadron continues to grow, Steve remains focused on community rather than competition. "I don't look at my competitors. I just worry about us," he says. "Our community is strong because we care about our members. We really do." For those in the Chirnside Park area wondering if Squadron is right for them, Steve's message is clear: "Give it a crack. If you think you're too old or you're not fit enough, that's not true. We'll look after you and we'll change your life like many others have been changed."
Check out Squadron yourself: squadronperformance.com.au @squadronperformance
