60 gyms in 10 years: Fitness Cartel founder’s rags to riches story

He grew up so poor he walked home in the rain to save 60 cents on bus fares. Now, Nathan James heads up one of Australia’s fastest-growing gym chains, Fitness Cartel. He talks about his latest six-star outlet on Brisbane’s northside and his bold plans.

Fitness Cartel founder Nathan James. Picture: John Gass

It’s got “six star’’ bathrooms with brass taps and Dyson air dryers, a turfed rooftop with monkey bars, children’s area, 65 highly-trained staff and sells its own brand of health supplements.

The latest offering from fast-growing gym chain Fitness Cartel, which will open 24 hours a day, seven days a week when the doors open on July 27 in Nundah’s Nellie St, is just the beginning of very grand plans hatched by founder Nathan James.

The brand, which began only two years ago at an impressive centre in Aspley, was aimed at the middle market between “muscle’’ gyms and those catering to occasional users.

It already has other outlets at Beenleigh, Kippa-Ring, Maroochydore, Morayfield, Oxley and in Tweed Heads and Albion Park in NSW.

But Mr James revealed ambitious plans for 60 more, about eight per year by the end of this decade.

Next up was a site in Virginia, due to open at the end of the year, followed by one on the Sunshine Coast next year and another in 2025 and three on the Gold Coast, with one of those locked in for a 2024 opening.

Mackay would get its first Fitness Cartel in November next year, he said.

Fitness Cartel CEO Nathan James at his impressive and vast Aspley gym. He has bold expansion plans for the next five years. Picture: John Gass

It was a far cry from his first job as a supermarket trolley boy and growing up poor in NSW where he would walk home in the rain to save on bus money.

Mr James went on to become the number two-ranked real estate agent for the Professionals in NSW before burning out and turning to his lifelong love, fitness.

He landed a job at Genesis fitness club in his Newcastle hometown before opening a gym in Coffs Harbour.

When he sold out of Genesis about 15 years ago he had built up an Instagram following of 78,000 people and joined World Gym as a franchise owner when it was brought to Australia.

during the pandemic when lockdowns decimated the industry.

“We were the only World Gym to keep all our people on. The word had gone out to stand staff down, but (longtime friend and rugby league legend) Ben Elias told me once that you don’t get rid of the team in the off season,’’ he said.

Mr James is aiming Fitness Cartel at the middle of the market, between muscle gyms and those catering to occasional, recreational users. Picture: John Gass

“It was a big gamble but we kept everyone busy cleaning and getting to know the equipment, training, contacting our customers and signing up new ones.’’

The strategy paid off, with his World Gym outlets recording 40 per cent of the brand’s total sales one month after reopening.

After a falling out with the brand he decided to branch out, finding a backer who supported his vision of a superhero theme.

“We’re all about bringing out the superhero in everyone,’’ Mr James said.

“You’ve got these everyday people, all of them with family and friends who support their goal of a healthier you.’’