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A new chapter starts at Step into Life

Monday, April 2018

After 23 years, Step into Life founder and Australian fitness industry pioneer Larry Cohen bids farewell. He shares these parting sentiments.

A new chapter is about to begin at Step into Life.

It is an exciting time for you – our incredible members, dedicated personal trainers, business partners, staff, sponsors and partners alike.

The past 23 years since the launch of Step into Life – then, Australia’s first ever outdoor personal training group – have been incredibly rewarding.

Over the years, we have touched the lives of thousands of members and contributed significantly towards making communities happier and healthier.

Hundreds of inspirational personal trainers have come on board across Australia and New Zealand.

But now I will pass the baton on to a new owner. After much consideration, I have decided this is the right time for new leadership and fresh perspective at Step into Life.


For years, I’ve loved seeing the sun rise on members smiling and sweaty faces, watching you walk away from training ready to tackle the day with greater self-esteem and renewed energy. I have also derived so much personal satisfaction in seeing business owners use the Step into Life model to improve the fitness and health of so many in their local community – and enjoy a handsome financial reward in doing so.


Your positive attitude towards improving your own health and fitness – and the consideration you have for those around you – is to be commended.

There’s no doubt, the friendship and camaraderie experienced at Step into Life is long-lasting, and I know I will stay in touch with many of you for years to come.

It’s now, at age 52, when I truly appreciate how far the brand has come. In July 1995, I placed the first 12 x 3 advertisement in the local newspaper for outdoor training at Hodgson’s Reserve in Bentleigh, Victoria.

People thought I was crazy to start an outdoor training group in the middle of a Melbourne winter – no one else had done it, and the concept took off.

The ad attracted 70 phone calls and before I knew it I was operating from four venues and needed assistant trainers to help meet demand.

The first timetable included a 6am sessions three times a week. But, it soon expanded with Saturday mornings, weekday evenings, and then sessions after the morning school drop-off!

Franchising commenced in 1998 to ensure each party had a vested interest in the business and the success of the members they were training.

Now, we truly have something for everyone with specialised sessions in cardiomax, toneup, boxkick, coreball, powerflex, achievit, endurit and corporate training.

I feel privileged to have had the pleasure of working with – and alongside – so many amazing people within Step into Life and this industry. I certainly did not do it alone and there are so many people to thank along the way.

Watching on as the brand continues to grow from strength-to-strength will be a pleasure – and I am equally as excited for new personal challenges and adventures.

Kind regards,

Larry Cohen.

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A new chapter starts at Step into Life