In this week’s episode of Industry Change I chat with Ty Menzies the CEO of LIFT Brands. Ty has had over 15 years of experience in this industry with a background of owning independent clubs, franchises and is now the CEO of LIFT Brands with over 300 locations across the Asia-pacific. Recently Ty was elected as a a Board Member of Fitness Australia and the Exercise Association of New Zealand. We discuss how to succeed in the industry and take advantage of the right opportunities at the right time and more. 

Ty’s journey in the fitness industry 

Ty’s journey has not been an overnight success story. He started as a personal trainer and really enjoyed it, but always knew he wanted to be a business owner and wanted to step into a sales and club management role. He had great mentors and took good advice from the right people that guided him into the sales and club management space. 

The first club he managed was a very large gym in London which was a great experience, he was hired by the owner of The Gym Group (UK), John Treharne who has taken that business from nothing to now 60 locations! Ty was lucky by being involved with the right people, actively putting himself out there in the industry. 

He came back from the UK and wanted to start his own business. He came across a franchise, EFM Health Clubs which is still around today and he bought his first EFM at the age of 21 and then went on to own 3 EFM locations in Melbourne. Whilst he had these 3 he then bought a mid-size independent club. This was an opportunity that he came across and it was in a dire position but he turned it around and made it successful, so at the time he owned 4 gym venues! He then sold them to move onto his next venture. 

Snap fitness approached him to help drive the franchise development part of the business. He spent months developing franchises and sold 35 franchises and was in a good position to be the CEO which has only progressed from there.

What is LIFT Brands?

Ty is the CEO of LIFT Brands which is a collection of fitness-minded businesses that share a goal to help people get healthy in a positive community. They own snap fitness 24/7 which covers all hours convenience, 9Round which is more boutique and fitness on demand which is virtual. All these brands cover key fitness environments for all demographics. They have a very strong presence in New Zealand and Australia and are expanding across the Asia-pacific region. 

When is the right time to make the right move? The importance of opportunities and timing…

Peter Taunton the founder of LIFT Brands says that, “If you haven’t failed in business you haven’t had a go!” Ty has had his fair share of failures but strongly believes that if you aren’t having a go you aren’t experiencing the industry and growing beneficially. Ty stresses that it is important to know that if you fail, fail fast and step out quickly. Some people try and hold on too long, but realising the problem,  losing a small amount of money, stepping out of the situation and learning from it is how you can be proactive in the industry. 

A lot of fitness professionals can over analyse things and opportunities come and go all the time, it’s a matter of whether you will take the chance and run with it. Ty’s father used to say, “Take a huge bite and go at it hard!” That’s something you have to do with business. You can’t expect to go into something and just have it all done with no effort, you need to put in the work!

Where do you see the future of the 24/7 gyms?