Sam Waller named in Australia’s Top 30 Franchise Executives for 2026

Stepz Fitness founder and franchisor Sam Waller has been named number 11 in the Top 30 Franchise Executives for 2026, the annual list from Inside Franchise Business Executive recognising the people shaping the future of franchising in Australia.

The list celebrates franchise leaders for their contribution to their networks, their people, and the wider industry. Waller took on the role of franchisor at Stepz Fitness in 2017 at the age of 24, and has since built the brand into a 24/7 gym network that pairs round-the-clock access with group fitness and coaching. Stepz now runs 25 clubs across New South Wales, Queensland, the ACT and South Australia, all without private equity backing.

A Record Year for the Stepz Fitness Network

The recognition caps the strongest commercial year in the brand’s history. Over the past 12 months Stepz opened seven new clubs and lifted revenue 31 per cent and memberships 38.9 per cent year on year across the network.

Waller puts that result down to system and discipline rather than any single big swing. A rebuilt, measurable sales process replaced the patchy approach clubs had used before, sharpening conversion across the network. A financial reporting framework built on monthly profit and loss reviews gave head office and franchisees a clearer read on each club’s numbers, helping protect margins and step in early where an operator was struggling.

A rebuilt website delivered a custom landing page for every franchisee and a national campaign that brought in around a thousand extra leads year on year, while new AI tools tightened up how quickly and consistently enquiries get answered.

Recognition Shared Across the Network

For Waller, the recognition belongs to the people around him.

“It is a real honour to be on the list, but a ranking like this is never about one person,” Waller said. “It belongs to our franchisees who back this brand every day, to our team behind the scenes, and to the members who walk through our doors. I get to put my name to it, but they are the ones doing the work.”

Building a Community-Driven Fitness Brand

Just as important to Waller is the kind of network Stepz is becoming. The brand was built around an inclusive, community-driven model, and last year Waller rolled out the national Fit Together campaign, which had every franchisee run a co-ordinated Open Day to strengthen their local community connection.

That inclusive streak runs all the way down to how clubs look after individual members. Waller encourages franchisees to handle things case by case, whether that is a very senior member, a child, a differently abled member, or someone training through a medical challenge such as cancer treatment.

“That has meant personalised support, modified programs, and in some cases one-on-one sessions, so people can train with safety, dignity and accessibility,” Waller said. “My focus has always been a franchise system where profitability, inclusion, community support and long-term sustainability sit together, strengthening not just our business but the communities we serve.”

Looking Beyond Rankings

It is the same long-term thinking behind some of the harder calls Stepz has made, like capping its territories so franchisees stay profitable, and building group fitness into the 24/7 model so members get results rather than just access.

Waller says the goal stretches well beyond any ranking.

“By 2035, I want to help transform more than 100,000 lives through 100 welcoming gyms, strong digital tools and real community initiatives,” he said. “That is the number I actually care about.”

About Stepz Fitness

Stepz Fitness is an Australian-owned 24/7 gym franchise built on convenience, community and results. With 25 clubs and growing across NSW, QLD, the ACT and SA, Stepz combines round-the-clock access with group fitness and coaching so members get real results, not just a key fob.

To learn more about franchising opportunities with Stepz Fitness, get in touch with our team.