Profit Made Simple

Conor Pedersen, Founder of Code 5, shares insights on rapid gym growth through community-driven marketing. He reveals effective strategies for selecting prime locations and crafting low-barrier offers that attract new members. Conor discusses innovative ways to convert trials with incentives and outlines a compelling 5kg weight loss campaign with guarantees to minimize risks. Additionally, he highlights the importance of forming partnerships with local sports clubs and implementing a rewarding team structure to motivate staff and promote ownership in the growth process.

In this episode of Profit Made Simple, Coach Dan Henderson sits down with returning guest Connor Pettersson to unpack the real art of vertical integration. From retreats in Bali to endurance coaching, hot Pilates, and the launch of his own supplement brand, Connor shares the wins, the flops, and the lessons learned while adding new revenue layers inside Code Five. Together, Dan and Connor explore how to identify the right services to introduce, why under-investing can kill a great idea, and how polling your members can save you from costly mistakes. Connor also reveals the key numbers he now runs before launching anything, from fit-out costs and staffing to retention uplift and profitability, offering gym owners a practical and honest look at what it takes to expand without diluting your core product. If you’ve been considering adding nutrition coaching, recovery, endurance programs or premium service layers, this episode will give you the clarity and confidence to move forward strategically. Listen now to learn how to boost retention, lift revenue, and create experiences your members rave about. Our favourite quotable moments: “Your clients are already spending money somewhere—why aren’t they spending it with you?” — Connor Pettersson “When people pay, they pay attention.” — Connor Pettersson “The numbers tell the story. You’ve got to run them before you plug anything into your business.” — Connor Pettersson Resources: Dan Henderson – Website, Instagram, Facebook, YouTube About Guest: Connor Pettersson is the founder of Code Five and a coach who has built multiple successful revenue layers inside his gym, from retreats and endurance coaching to hot Pilates and upcoming supplement subscriptions. 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: vertical integration, revenue layers, retention, retreats, endurance coaching, nutrition coaching, supplements, Pilates, yoga, profitability, gym growth

In this episode of Profit Made Simple, Coach Dan Henderson sits down with Arjun Paliwal, founder of InvestorKit and one of Australia’s leading property buyers agents, to unpack how business owners can use property to create true financial security. From leaving a stable banking career without a side hustle to building a $20M+ portfolio and an eight-figure business, Arjun shares how curiosity, data and his “best worst case” framework have guided every major decision. Together, Dan and Arjun dive into why relying solely on business profits is risky, how to start investing sooner than you think, and why specialisation and swim lanes are the real keys to scaling a service business. They also explore personal brand, going all-in on content, and the power of shifting into “founder mode” when your company needs you most. Listen now to learn how to turn your business cash flow into long-term property wealth and build a portfolio that grows while you sleep. Our favourite quotable moments: “Curiosity is the most important trait to me for property success and business success.” – Arjun Paliwal “If life’s too predictable, you lose a bit of fun – your best worst case should make taking the shot feel easy.” – Arjun Paliwal “Sometimes you’ve just got to go into founder mode and get shit done – kindly, but ruthlessly.” – Arjun Paliwal Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Arjun Paliwal is the founder of InvestorKit and one of Australia’s top buyers agents, helping business owners and professionals build scalable property portfolios using data-driven research. With around 20 properties and over $20 million in assets by his mid-30s, Arjun specialises in turning business cash flow into long-term, set-and-forget wealth through strategic residential and commercial acquisitions. 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: property investing, wealth creation, business owners, diversification, curiosity, personal brand, founder mode, data-driven decisions, Australian real estate, legacy money

Why do some teams thrive while others churn? In this episode of Profit Made Simple, Coach Dan Henderson welcomes back gym owner Mitch Phillips for his third appearance to unpack exactly how he turned persistent staff turnover into a strong, values-led culture. Mitch shares the hard lessons behind “you get the team you deserve,” from taking radical ownership and healing old wounds, to shifting from reactive to proactive leadership. You’ll hear the practical playbook he and Vicky now use: always-on recruiting, value-based interviews, a realistic trial, and a 4-6 week onboarding that sets clear standards from day one. They dig into empowering - not “hard” - conversations, “play above the line” accountability, and why sometimes you must hit the brakes to grow. Plus, Mitch opens his KPI dashboard for coaches: completion rate, 98% monthly retention, reviews and referrals, and monthly values alignment. If you’re ready to move from tugboat to lighthouse and build a team that stays, this one’s for you. Our favourite quotable moments: “You get the team you deserve.” – Mitch Phillips “Leadership is communication… become the lighthouse rather than a tugboat.” – Mitch Phillips “We remind more than we need to be taught.” – Mitch Phillips Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Mitch Phillips is a gym owner who, alongside his wife Vicky, has rebuilt a high-performance, values-driven team. He’s passionate about leadership, culture, and a semi-private training model that supports coach careers and client results.

How do you build a fitness business where members stick around for nearly two years on average? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Mitch Phillips from RFD to unpack the practical systems behind elite retention. Mitch breaks down his “three C’s” (care, community, and connection), the 70/30 rule that keeps coaching professional (not just “mateship”), and why structured onboarding in the first 4–6 weeks is the biggest predictor of whether a client stays or strays. You’ll hear how small-group personal training (10:1) is delivered as truly personal coaching, the power of fixed training pods and routine, and the engineered community events that turn casual members into committed lifers. If you want stickier membership, clearer boundaries, and clients who actually get results, this one’s a ripper. Our favourite quotable moments: “You can’t Google your way to accountability.” - Mitch Phillips “Accountability is one of the greatest forms of love and care you can show somebody.” - Mitch Phillips “We simply do personal training - we just deliver it in a small-group setting.” - Mitch Phillips “During seasons, you’ve got to do the unscalable work.” - Mitch Phillips Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Mitch Phillips is the founder and head coach at RFD. His team delivers personal training in a small-group setting and is known for exceptional client retention driven by professional coaching, structured accountability, and engineered community.

In this special episode of Profit Made Simple, the tables turn - Coach Dan Henderson jumps into the hot seat on Shane’s Freedom Formula podcast. From bootstrapping a 30m² studio in Coogee to pioneering Australia’s first kettlebell certification and scaling education across 16 countries, Dan unpacks the decisive moves that shifted him from technician to CEO. You’ll hear the exact pivots that created real product–market fit, how proximity and environment accelerate growth, and why your relationship with money quietly dictates pricing, reinvestment and momentum. Dan also breaks down his “Heart, Head, Hands & How” framework, the identity shift required to lead, and the be -do–have approach that turns intention into outcomes. If you’re ready to raise your “baseline temperature”, ditch perfectionism, and lead with purpose, this one’s for you. Our favourite quotable moments: “Business is a mirror… it will tell you where your belief gap is.” - Dan Henderson “Be the CEO now - your calendar should prove it.” - Shane “Money is just a reflection of the value I give to the world.” - Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Shane is the host of the Freedom Formula podcast, a business builder and interviewer who explores the mindset and mechanics behind creating time, income and lifestyle freedom. 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: identity, mindset, offers, product–market fit, proximity, leadership, money beliefs, technician to CEO, masterminds, functional training, failure to learning

Discover the Five Ones framework to streamline your fitness business. Coach Dan Henderson reveals how focusing on one avatar and solving one core problem can lead to success. Learn from real-life examples, like a Tasmanian gym that increased memberships by simplifying their approach. Dan emphasizes that clarity in your offerings can boost marketing efforts. Explore why mastering fewer elements can create freedom and momentum, while complexity holds you back. Simplify, specialize, and watch your business thrive!

In this short, punchy solo episode of Profit Made Simple, Coach Dan Henderson lays out the 13 mindset shifts that have shaped his business and life. While strategy matters, Dan reminds us that success is “80% psychology,” then rapid-fires the beliefs and behaviours that move you from stuck to surging: you attract what you are (not what you want), action beats anxiety, thank your competitors, rewrite the story you’re telling yourself, and shorten the gap between idea and execution. He tackles hard choices, why you’re in the transformation business (not the information business), acting without permission, taking responsibility (not blame), and why burnout is an alignment issue—not a timesheet. Rounding it out, Dan shares why focus beats brilliance, how the obstacle becomes the way, and that joy is built, not found. Give this a listen, pick the one shift that hits you between the eyes, and put it to work this week. Our favourite quotable moments: “Action beats anxiety. Motion beats meditation, and work beats worry.” “You're in the transformation business, not the information business.” “Burnout isn't about the hours. It's about alignment.” “Joy is built, not found.” 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: mindset, action, competition, responsibility, focus, alignment, transformation, leadership, decision-making, resilience

What does it really take to move from busy PT to visionary CEO? In this episode of Profit Made Simple, Coach Dan Henderson sits down with entrepreneur and sales powerhouse Shane Da Costa to unpack how rejecting “good” is the only path to “great”. From early days at City Gym and Fitness First to launching Heart Smart and scaling it to eight figures during COVID, Shane shares how identity shifts, imperfect action, and a service-first approach to solving real problems unlocked momentum. You’ll hear the simple framework he uses in any industry - attraction, conversion, fulfilment - how to step from technician to true CEO, and why pairing a big-picture “visionary” with a rock-solid “integrator” changes the game. They dive into limiting beliefs, embracing uncertainty, and the mantra that carried Shane through the toughest seasons: “I can. I will. I must.” If you’re ready to stop playing small, build leverage, and design a life that matches your values, this yarn will light a fire under you. Our favourite quotable moments: “You'll never outperform a negative self-image.” – Shane Da Costa “There's a valley between what you want and what you do.” – Shane Da Costa “In times of change, learners inherit the earth… while the learned find themselves perfectly equipped to live in a world that no longer exists.” – quoted by Shane Da Costa (Eric Hoffer) Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Shane Da Costa is an entrepreneur and sales leader who scaled Heart Smart to eight figures by mastering attraction, conversion, and fulfilment. Today he helps people transition to location-independent income and greater autonomy through the Freedom Academy. 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: sales, scaling, identity, limiting beliefs, comfort zone, uncertainty, entrepreneurship, freedom, remote work, health tech, personal growth

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