Fortitude Human Performance is a premium 24hr gym facility spanning over three levels. Perched in the Industrial estate of Queanbeyan West, offering panoramic views over the Canberra CBD, Fortitude provides secure underground parking with three distinct training facilities: an underground functional training space saturated with inspiring street art; a powerlifting zone equipped with Eleiko competition-spec equipment; and a large 24hr gym facility with strength equipment ranging from Technogym and Nautilus to unique pieces such as the infamous Jacobs Ladder (the never-ending incline ladder), skillmills, and a 30-meter incline 3-lane sprint track (to name a few!).
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The Inspiration Behind the Thriving Fitness Powerhouse
The ownership group are all local and have collectively been fitness enthusiasts throughout, to the point where they each held multiple gym memberships. There had always been frustration with every facility, whether it was a misaligned community, the quality of the equipment, lack of certain equipment or locked-in contracts and inability to be flexible. The mass marketing and heavy discounts used to attract new members, while existing members were on a higher payment plan led to built-up resentment within the member base. Issues like equipment being out of order and cleanliness were also prevalent – the list goes on. There was no focus on the mindset of the member base either; it felt like a mass-produced system that only focused on aesthetics and appearance, rather than cultivating internal growth for sustainable healthy habits. “Our focus was to provide an extremely high-quality, boutique 24hr gym that addressed all the frustrations we personally endured with a typical gym facility. We didn’t want anyone to be locked into a contract when life got in the way such as changes of location or job, baby, illness, etc.”
The team have also dedicated themselves to seeking out the best quality gym equipment after finding that low-cost plate/pin-loaded machines can cause joint issues with repetitive motions and were of lower quality, leading to injuries over time. The machines that they sought out were recommended by Physiotherapists/Exercise Physiologists and can be suitable for rehabilitation due to their smooth motion and ergonomic design specifically tailored to the human body. The team believe that their loyal and satisfied member base is a testament that Fortitude is not just a typical 24hr gym, “we’re building something special – which is the community itself.” The Fortitude facility has been years in the making, from negotiating the delivery of equipment from countries such as Italy (Technogym – the official Olympic Partner), Sweden (Eleiko), and the USA (Nautilus); to ensuring that the facility becomes a home away from home for members. The gym can become one of the most frequently visited locations outside of our home and workplace; therefore, members should feel as though they are in a welcoming setting that they genuinely look forward to attending, rather than a place of physical discomfort. A major goal for Fortitude is to continue to provide a space for people of all fitness levels to feel comfortable training in. Gyms can be an extremely intimidating place, so creating a supportive and welcoming atmosphere remains extremely important to the Fortitude team.
The Most Important Aspects of Reaching and Maintaining your Fitness Goals
The team at Fortitude believe that the most crucial aspect of achieving and sustaining our fitness goals is, without a doubt (insert drumroll), our mindset. Due to the natural human tendency to adapt hedonically, our results can swiftly diminish as we revert to old habits or become complacent in our work ethic due to life’s general pressures. The process of working on our mindset involves a certain level of healing and addressing what led us to engage in the habits that didn’t serve our greater good. As we reach new levels of health and fitness, it becomes crucial to establish new thought patterns, recognize subconscious loops, and overcome internal self-sabotage that tempts us to return to the original “baseline” we started from.
Over an extended period, significant goals can certainly be achieved; but similarly, over time, negative habits can accumulate and these take considerable effort to reverse. Thus, the journey involves healing from the past, conquering triggers that prompt us to fall back into unhelpful habits and gaining the ability to step back and recognize our personal trajectory and patterns, along with the causes that lead us astray.
“We realized that most facilities merely prioritize aesthetics, rather than assisting individuals with the internal struggle. However, addressing this internal aspect is the root cause and the ultimate catalyst urging us to take action and focus intensely on health and returning to the gym.” It is of utmost importance to the Fortitude team that as their members work on integrating a healthy lifestyle, they concurrently focus on healing and enhancing their mindset. “This approach is necessary to maintain and sustain the transformation that they will have undergone in this process.
Developing internal fortitude is essential to face life’s inevitable challenges.” This entails mental strength and conditioning, which extends beyond just the physical body. We firmly believe that we should collectively invest as much effort into nurturing our mindset as we do into our physical well-being.
What Sets Fortitude Apart from the Rest?
“We believe that the community will naturally gravitate towards what they value most at each phase of their life.” Whether it be the cost, accessibility, location, coaching, member base, or the presence of friends and family at the same facility, each individual will naturally be attracted to the facility that serves them best. The primary focus for Fortitude has always been their members, who they attract through their comprehensive facility offerings, messaging, and brand. They emphasize the importance of a quality facility, paying meticulous attention to the finer details and striving to provide maximum value. Unlike some other fitness facilities, Fortitude pays great attention to keeping their members mentally healthy as well as physically, they care for their members’ wellbeing on a more personal level and ensure that their equipment is healthy to use and kept up to date. These defining qualities make Fortitude an ideal powerhouse for achieving your fitness goals. The fortitude coaches and trainers are also qualified to offer personalized nutritional advice and programs, usually delivered on a one-on-one basis. They are also contemplating the inclusion of nutritional programs as part of their membership fees, while still preserving the flexibility to customize them since every individual’s needs are distinct.
The Fortitude Mindset Hub and the Importance of a Healthy Mental Approach to Fitness
The Fortitude Mindset Hub is a service offered throughout the facility, allowing members to access a guided course as part of Fortitude’s “Overhaul” program. This course teaches how the mind functions, how it constructs meaning, and how to cultivate and strengthen willpower. It also covers identifying and breaking limiting beliefs and self-sabotaging patterns. These programs include neutral thinking to counteract negativity and ultimately promote the adoption and maintenance of a sustainable healthy lifestyle. The facility makes an effort to share mindset strategies across social media platforms, reaching out to the broader community and followers. The goal is to encourage other facilities to adopt a more holistic approach, transcending the confines of mere machinery within four walls.
Advice to an Aspiring Fitness Coach or Gym Owner on Creating their own Thriving Fitness hub?
“We would recommend planning thoroughly and focusing on a specific pain-point or problem of the community that you would like to serve.” The team explain that it is extremely difficult to compete with the mass promotions and large gym chains which have marketing and cost-cutting measures. Therefore, being able to connect to your community and providing a quality service/product, messaging of your offering and speaking directly to your niche will cut through the noise. You will then be able to scale through building trust, authority and expertise in your offering. It’s human nature to recommend someone who they deeply trust to serve someone they know and love. Therefore, referrals are a strong engine to grow from.
It is suggested that an aspiring coach or gym owner should begin by focusing on one person and providing as much value as possible through their knowledge, expertise, passion, energy, enthusiasm and desire to help them. Subsequently to this, systematizing the value so it can be consistently delivered, seeking feedback, ensuring results and consistent replicability are the underpinning components to a thriving business model. Be connected to your heart and be of service, this will get you through difficult times of growing your business. “You will magnetize a community over time, stay patient and be positive – build upon your mental fortitude.”
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Current Promotions in store for Future Members
Fortitude is currently offering an incredible deal for guided small group training called ‘Real Exercise Demand – RED Fitness’. These classes are adapted to anyone’s personal needs, fitness levels and perceived limitations such as injuries, ailments, age, and training experience. “We have constructed a program to be fully inclusive and cater to the broader community.”
Their offer is RED Fitness + FHP All Inclusive (to all 3 levels 24hr access), Unlimited Classes and Underground Secure Parking for just $45.00 per week. All new RED Fitness members receive a Fortitude Shaker Bottle and Branded Merch.”
MEMBERSHIP BENEFITS
Open Classes, these are great for providing the freedom of not having a set time so if you are running late from work you can still join and have the benefits of coached group classes.
Bub Friendly classes helping to support Mums back to their fitness with knowledge of Pre and Post-natal care and Female Specific Training to strengthen for and from birth, developing their bodies for their next phase of fitness.
Kid Friendly (ages 10 and up) is to educate kids on health and fitness, how it looks in a gym setting, and what their training will look like if they are also participating in a sport, while keeping the overall theme of a Friendly group setting.
Strength and Conditioning, taking you through the different phases of training and either pushing towards a conditioning bias or a strength bias. This includes learning how and when to progressively overload while staying focused on technique. This is open to all fitness levels, specifically adjusted and tailored to each individual.
They also tailor to no-lock in/flexible memberships, just 24hr facility, and/or just functional/powerlifting, so the memberships are fully adjustable and tailor to whatever training focus.