Profit Made Simple Scaling Community and Profit: From One Gym to Five with Connor Patterson
How do you turn a local gym into a movement? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Connor Patterson, co-founder of Code Five, to unpack the journey from a single 100m² studio to five thriving locations across Sydney’s Northern Beaches. Connor shares the deeply personal origin of Code Five, the power of authentic community, and the hard lessons learned around partnerships, cash flow, and knowing when to pivot. From navigating shareholder agreements, roles and KPIs, to keeping members engaged through events and quarterly challenges, Connor reveals the operating system behind sustainable growth. You’ll hear how networking (hello, US fitness brains trust) helped Code Five get ahead of COVID, why an online mums program that rocketed to 600 clients still wasn’t “the thing,” and how brand and belonging beat funnels every day of the week. We dig into scaling via smart acquisitions, empowering leaders with EOS, and the next chapter: hot yoga and Pilates access for members, plus a supplement venture designed to support disabled Australian athletes like long-time member Sam Stafford. Tune in to learn how to build a values-led business that lasts—and why getting in bigger rooms (and having the hard conversations) changes everything.
Our favourite quotable moments:
“It all started with helping one person—and that changed everything.” - Connor Patterson
“Have clear roles, KPIs, and a shareholder agreement or you’re asking for drama.” - Connor Patterson
“Brand and community beat a slick funnel every time.” - Connor Patterson
“Stop firefighting. Build systems and empower leaders.” - Connor Patterson
“Get in rooms where you’re not the biggest fish.” - Connor Patterson
Resources:
Dan Henderson - Website, Instagram, Facebook and YouTube
About Guest:
Connor Patterson is the co-founder of Code Five, a community-driven fitness brand with five locations across Sydney’s Northern Beaches. He’s passionate about building belonging, scaling through systems, and creating generational impact through health and fitness.
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: partnerships, shareholders agreement, EOS, leadership, community, retention, events, acquisition strategy, COVID pivots, financial literacy, supplements, disabled athletes, growth strategy