Profit Made Simple Building a Sustainable Fitness Empire: Ben Lucas' People-First Approach to Success
In this enlightening episode, host Dan Henderson interviews Ben Lucas, founder of Flow Athletic, a prestigious boutique fitness facility. Ben shares his journey from fringe professional rugby player to successful fitness entrepreneur, challenging traditional business growth models. Instead of rapid expansion or franchising Flow Athletic, Ben focused on building a thriving, sustainable business centered around a single location. His approach emphasizes continuous learning, innovation, and prioritizing people—both clients and team members. Ben's story demonstrates that success in the fitness industry isn't just about size, but about creating a positive impact, fostering a strong community, and maintaining a values-driven business model. His experience proves that by putting people before profit and aligning employee values with business values, entrepreneurs can achieve long-term success and personal fulfillment.
Key Takeaways:
- Quality Over Quantity: Ben challenges the "bigger is better" mentality, showcasing how focusing on a single, thriving location can lead to greater success and personal satisfaction than rapid expansion or franchising.
- People-Centric Business Model: Ben emphasizes the importance of prioritizing both clients and team members, creating a supportive environment that leads to high retention rates and a strong community.
- Sustainable Growth Strategy: By continuously adapting to market trends, investing in team development, and making values-driven decisions, Ben has built a sustainable and impactful fitness business without sacrificing quality or personal fulfillment.
Our favourite quotable moments:
"I wanted to be able to have a pay model for my staff where they could get paid really well." - Ben Lucas
"I care about my clients here and I want them to be engaged in their own wellness." - Ben Lucas
"Client retention has been one of the strongest drivers of our business income over the last 12 years." - Ben Lucas
"If you've got an employee that's high performance, but low values, they've got to go." - Ben Lucas
"Protect the culture." - Ben Lucas
Resources:
Instagram - Ben Lucas
Instagram - Coach Dan Henderson
Facebook - Coach Dan Henderson
About Guest: Benjamin Lucas is Owner and Director of Flow Athletic Paddington. Ben grew up in the southern Sydney suburb of Cronulla, where he excelled in athletics, basketball and rugby league during his formative years. Post schooling he went on with his rugby league to play professionally for the Cronulla Sharks, in Brisbane and in Auckland. Whilst training for an Ultra-marathon in 2010 Ben made the acquaintance of one of Sydney’s leading yoga teachers Kate Kendall. It was this meeting that influenced Ben’s career to change trajectory. He sold his three personal training/fitness businesses in 2012 to commit to a new concept in health. In March 2013 Flow Athletic opened, bringing a unique mix of strength, fitness and yoga to the marketplace. Ben now spends the majority of his time on the growth of Flow. In 2015 Flow Athletic won the Telstra Start-Up of the year.
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: Momentum 360 gym 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: boutique fitness, gym ownership, fitness industry, team retention, business values, innovation, fitness trends, sustainable growth, community building, Flow Athletic