This November, we celebrated our 10th Anniversary at the GRIPT South Yarra studio. It’s been a decade of growth, challenges, and learning. Looking back, there are 10 key takeaways that have shaped who we are today and the community we’ve built together. These lessons are at the heart of GRIPT, and I believe they’re what set us apart in the fitness world.

1. Be Strong on Vision, Flexible on Details

When we opened the doors in 2014, our vision was clear: to help people take control of their lives by prioritising their health. The name GRIPT reflects this idea—taking hold ‘grip’ and ‘PT’ reflects the Personal Training nature of our business. Over the years, we’ve adapted and innovated the details of how we deliver on this vision, always seeking the best ways to support you on your journey.

2. Understand the Mission

Before opening, GRIPT Founder Jack Boon and I spent a lot of time talking about what frustrated us about the fitness industry during our own training sessions. Commercial Gyms low level of care  towards its members, and the transactional nature of Personal Training, where money was exchanged for time. We wanted to create something different—a place where people felt valued and supported. Our mission was (and still is) to build a community where care, quality, and results come first. It’s a mission that continues to drive everything we do.

3. Culture Is Built on Core Values

Our core values didn’t just appear overnight. It took time and reflection to define them, but they’re now deeply embedded in everything we do. At GRIPT, we are committed to:

Building long-term relationships with our members

Delivering high-quality training through passionate coaches

Creating a community where everyone feels a sense of belonging

These values are non-negotiable, and they’re what have kept us grounded and focused, even when faced with challenges or industry trends that might have led us astray.

4. Embody The GRIPT Ethos: BUILT. NOT BORN.

One thing you’ll hear from anyone who trains at GRIPT is that it’s hard. But here’s the thing: we don’t make it hard just for the sake of it. We push you because we know you’re capable of more than you realise. At GRIPT, we believe that results come from hard work, consistency, and commitment. Because bodies are built, not born. 

It’s the same ethos we live by—nothing worth having comes easy, but when you put in the work, you’ll see the transformation.

5. Teamwork Makes the Dream Work

When you walk into a GRIPT studio, one of the first things you’ll notice is the sense of team. Our coaches don’t work in isolation. We meet every two weeks to discuss results, challenges, upcoming events, and share knowledge. This isn’t just about delivering great sessions; it’s about creating a cohesive environment where everyone is working towards the same mission. The strength of our team directly impacts the experience you have as a member, and that’s something we’ve always prioritised.

6. Find Good Trainers, Build Great Coaches

We’re often asked what makes GRIPT different, and the answer is simple: our coaches. We don’t just hire trainers; we build great coaches. Working at GRIPT requires more than just technical knowledge—it takes dedication, passion, and the ability to build real relationships with members. Our coaches undergo a rigorous selection process, which typically starts by training with myself so I can see where you are at from a training standard, work ethic and willingness to get out of your comfort zone perspective. But when we find the right people, we support them, mentor them, and make sure they’re always growing. The result? Coaches who are deeply invested in your progress, and who genuinely care about helping you succeed.

7. Focus on the Experience

Coming to GRIPT isn’t just about getting in a workout—it’s about the full experience. I’ve always believed that the environment you walk into has a huge impact on your motivation and results. It’s not just about what you see and hear, but how you feel when you step into the space. That’s why we’re hyper-focused on creating an experience that reflects our vision, mission, and values—an experience that energises you and keeps you coming back, week after week.

When I walk into our studios, I’m not counting how many people are in the room. I’m checking the quality of the experience: How is the energy and enthusiasm? Are we engaging with new members when they first come in? What the quality of warm-ups before the session, and the education and execution during it? It’s these details that create the magic, and it’s something we work hard to get right, day in, day out.

8. We Operate in a Results-Based Industry

At GRIPT, everything we do is geared towards achieving results. Whether it’s strength, fat loss, muscle building, or improving fitness, we’re always focused on measurable progress. The truth is, too many fitness businesses don’t prioritise results. They’re happy to churn out sessions without thinking about whether people are actually achieving their goals. But we care. We’re invested in your progress, and we take the time to ensure that the programs we offer are designed to get you where you want to go.

9. Sustainability & Longevity Over Quick Fixes

In an industry full of fads, GRIPT is about building something that lasts. There are no quick fixes here—just sustainable, long-term health practices that help you achieve lasting results. We’ve built our programs, studio culture, and coaching model to stand the test of time. We’re not chasing trends; we’re focused on delivering what works—what’s been proven to work over the years—and that’s what we’ll continue to do for the next decade and beyond.

10. If You’re Not Failing, You’re Not Growing

I won’t sugarcoat it—the last 10 years have been filled with challenges, mistakes, and failures. But those failures have been vital. Just like training your body requires pushing it to failure to grow stronger, building a strong business requires learning from mistakes and continuously improving. We’ve always prioritised feedback—whether from our members, coaches, or our own observations—to get better and evolve. Every improvement we’ve made, particularly in the early years, was based on learning what worked and what didn’t. And we’ve never stopped improving.

The biggest lesson I’ve learned is this: if you’re not failing, you’re not growing. The process of trial and error has helped us become who we are today—and we’ll continue to evolve, because we know that staying stagnant is never an option.

Thank You for the Journey

I want to take a moment to thank everyone who has been part of the GRIPT community—whether you’re a current member, a past member, or someone who’s just starting with us. Your support over the last 10 years has been invaluable. Together, we’ve built something that’s here to last, and I can’t wait to see where the next decade takes us. Here’s to continuing to grow, to build, and to support each other every step of the way.