Building a Purpose-Driven Fitness Brand with Van Marinos

What if your gym did more than just help people get fit—what if it changed lives and built lasting community? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Van Marinos, founder of Community Moves, to unpack how he turned a single gym into a thriving multi-location business by focusing on connection, inclusiveness and purpose. Van shares how his personal values inspired his business mission, and why catering to older adults became a powerful niche. From launching lean, testing ideas before going all in, to embracing leadership and stepping out of the operator role, Van’s journey is packed with practical lessons. Dan and Van also dive into the emotional rollercoaster of business ownership, the power of conviction in your messaging, and how clarity of values can shape every decision—from marketing to member retention. If you’re looking to scale with purpose and build something truly meaningful, this episode is for you.

Our favourite quotable moments:

“Your health cannot be dependent on me. You have to take ownership over that yourself.” – Van Marinos

“We’re a social club that exercises together.” – Van Marinos

“The biggest trees grow the slowest roots.” – Van Marinos

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

About Dan:

Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.

Related: business growth, leadership, fitness business, community, transformation, mentorship, martial arts, gym ownership, mindset, entrepreneurship