Matthew Hoo appointed to AusActive’s Independent Business Operators’ Advisory Group (2026)

I’m proud to share that I’ve been appointed to AusActive’s 2026 Independent Business Operators’ Advisory Group, representing 5th Element Wellness and the wider independent fitness community.

AusActive formed this group to ensure independent operators have a stronger voice in the direction of the industry, particularly around business sustainability, workforce challenges, regulatory considerations, and evolving market conditions.

For me, this matters because independent gyms play a unique role in the health of local communities. We’re close to our members. We build real connection. And we measure success by consistency, retention through results, and genuine satisfaction.

I’ve been in this industry a long time, across multiple countries, from an international-level leadership role in a large organisation to building an award-winning independent business as a small business owner. So it’s fair to say I’ve seen a lot, learnt a lot, and made plenty of mistakes across the last 20+ years.

HR is a perfect example. For a small business owner, getting your head around awards, entitlements, classifications, rostering rules, breaks, allowances, and staying current as things change can be genuinely hard. You can care about doing the right thing and still make mistakes.

And it’s not just small operators. Even the Department of Employment and Workplace Relations has publicly disclosed payroll underpayments in recent years.

So if it can happen inside the government department that helps set the rules for this sort of thing, what chance does an independent gym owner have while wearing every hat?

The uncomfortable truth is that mistakes in this area can be business-ending. I know that because it almost cost me mine. I’m not proud of that, but I’m open about it because it highlights the need for more support and a clearer, practical understanding of what’s required.

Marketing has its own version of this. It evolves constantly, and it’s very easy to be sold certainty. Plenty of expensive programs and “masterminds” promise the world. Some are decent. But most are built on hype, pressure, and treating business owners and their prospective clients like a transaction, not a person. If you’re running a fitness business that genuinely cares about client success, the approach most agencies that rarely aligns with your values, or with the way you want to be known locally.

Independent fitness businesses stand out because of connection.

We know our members. We know what they’re working through. We understand the difference between “I want to lose weight” and “I want my energy back so I can keep up with my kids” or “I want my back to stop flaring up every few months”.

That level of care is hard for big chains to replicate at scale. It’s also the reason independents can deliver outcomes that genuinely change lives, especially for people who want personal training with a long-term lens, not a quick fix.

Of course people start with good intentions, but then life gets in the way. One large study found gym attendance drops off sharply over the first year: by month 6, only around 50% of new members were showing up at x1 a month, and by month 12 it was about 22%.

And even that “50% at 6 months” number needs a reality check. If someone is only making it in once a month, it’s fair to say they’re not building the consistency needed to get stronger, fitter, or more confident. Real progress comes from repeatable habits, not occasional visits.

That’s the opposite of what good boutiques and independents are about.

Our success is built on members actually showing up, building momentum, and getting results they’re proud of. Retention should come from usage, progress, and satisfaction. Not contracts. Not “it’s so cheap I may as well let it ride” under the all-too-common belief that they’ll get back into it next week, or next month. I briefly worked for an fitness chain whereby this was their strategy.

Learning best practice, clearer pathways, better education, and more realistic guidance so good operators can find and keep good people whilst staying compliant.

Workforce challenges are real. Keeping great coaches in the industry requires development, standards, support, and a model that allows people to build a proper career.

A gym that’s constantly under pressure may struggle to invest in staff development, coaching quality, equipment, maintenance, or member experience. Sustainability is not a corporate buzzword. It’s the foundation that keeps standards high and outcomes consistent.

The industry is shifting. Expectations are shifting. Regulations evolve. Independent operators need representation through that change.

One of the first ideas I’ve raised with the advisory group is a more direct advisory pathway for independent operators.

In practice, it could look like a fortnightly or monthly mentoring-style session where independent owners can jump on, ask questions, and get guidance from people involved in the advisory group.

Think real issues, real time:

• practical award interpretation and recruitment strategies
• systems for onboarding, performance management, and professional development
• operational decisions that impact sustainability
• marketing effectiveness without losing your values

The point is not to create another paywall program. It’s to reduce the likelihood of expensive mistakes and help independent operators make better decisions sooner.

Upon raising this I found the idea received strong alignment from other advisory members, and it’s something I hope will be formally accepted by the AusActive Chair as part of the group’s early priorities.

This isn’t about shiny toys, novelty classes, or the latest gadget.

Real progress comes from real relationships, connection, and doing the basics exceptionally well. Ask any professional sports coach or business coach and they’ll tell you the same thing: success is rarely about what’s new. It’s about consistency, standards, and execution.

Exercise is no different.

The latest big box gym might have more gadgets. But what does that matter if the environment isn’t your fit, the ethos doesn’t align, and you don’t genuinely enjoy being there?

Most people don’t need more options. They need:

• a place they actually like going to
• a plan that makes sense for their body and their life
• coaching that keeps them safe and progressing
• accountability that turns “I’ll start next week” into a routine
• community that makes it feel like a third home

That’s what we strive to build at 5th Element Wellness. This appointment supports that mission. It keeps us connected to the bigger picture while staying obsessed with what matters most: coaching quality, member experience, and changing lives.

To our members and community, thank you. You’ve helped build a gym culture that prioritises coaching, connection, and long-term health.

To our team, this reflects the standards you uphold every day.

And to AusActive, thank you for recognising the importance of independent operators and creating a platform for lived experience to help shape the future of the industry.

If you’re a local business owner navigating similar challenges, or you’re simply curious about what’s changing in fitness and wellness, reach out and say hi. I’m always up for a grounded chat about what works, what doesn’t, and how things can improve.