With so many incredible local businesses on the Gold Coast, one begins to wonder: how did they all come to be? In our series, ‘The story behind…’, we chat with local founders and owners about how their business came to be, their biggest learnings and their tips for other self-starters.
This time, we caught up with Emma Masters, director and co-founder of Therapy Fitness.
When did the idea for your business first come about? And how?
I have been working specifically in boutique fitness for the last eight years, originally in the consultancy and education space, helping others launch their own fitness products or business’ and educating instructors.
I have always had a passion for life-altering fitness experiences and through my career I came to understand the impact these experiences had on people’s mental and emotional health.
When it came to deciding that it was time to open my own space, I just knew what the end result had to feel like. It had to be a space where people came in for fitness but left with so much more. A fitness studio that wouldn’t focus on weight loss or aesthetics, but instead provide a safe space for people to fall in love with movement and all the incredible benefits it brings.
And so, Therapy was born.
Therapy provides a holistic approach to wellbeing, promoting self-love and self-appreciation, mindfulness, and presence in every class. It goes against the grain of traditional gyms promoting fat loss and booty gains in hope that it will change the way people feel about what fitness is, and how they feel about themselves.
Where did you start?
It started with an idea for a rhythm cycle studio with my partner Kyle Riley, and once the wheels were in motion it took a life of its own. We gained two other business partners (Roz and Dave Norman) and two more studios under the same roof – as well as a smoothie bar – so that the dream could truly come alive.
Once the vision for the look and feel of the brand was born, the next step was locating the right site.
What were some of the challenges you faced in the beginning? How did you overcome them?
A couple of things come to mind. Firstly, educating our market; we were the first tri-concept boutique to the Gold Coast, the only rhythm cycle space and our immersive group fitness classes are unique, so we had to find ways of showing the Gold Coast what it is we do! Creative marketing, outdoor events and a big social media presence are ways we have found it best to do this.
Second was our messaging. We are not a traditional gym selling weight loss and before and after photos. We sell endorphins, smiles, and self-love. It’s less tangible – people need to feel it to understand it (and once they do, they are hooked). So, we have had to be very loud and specific when it comes to our values and what we stand for to attract people and convince them to try something new.
What has been your biggest learning since starting the business?
It’s ok to slow down and rest – I think I am still learning this lesson. It is so easy to just keep going when you’re ambitious and you see great things for your company. But by running the race as fast as you can, without rest, you WILL burn out. Then you are no good to anybody.
I think we deliver this message though what we offer at Therapy too – making sure we offer plenty of classes that provide down-regulation to make sure our members also have balance. Our Hot Restorative Yoga Fusion Classes and our Breathwork and Sound Healing classes get waitlisted, so I think it’s a message everybody needs right now.
And what about your biggest ‘I’ve made it’ moment?
I think I have these every day, and then I go, “Cool, what’s next?!”. I’m not sure I’ll ever stop doing that with Therapy. I believe this brand can really change the world!
So far, it’s been the events and retreats that we have created because they’ve solidified the amazing community that has been created. I remember standing on the top deck of YOT Club where we hosted a ‘Spin at Sea’ event (40 spin bikes, on a super yacht, with a live DJ!) and thinking, “Wow, look at this. These people are OUR people and look what we’ve created because of them!”
What does a working day in your life look like?
Gosh, every day is a little different. Most days start by waking up to a 4am alarm, jumping in the shower and driving to the studio, where I will be teaching a couple of classes before 7am. I am then most definitely grabbing one of our smoothies for breakfast (best on the GC, I’ve heard!). Then the middle of the day is social media content creation (I run the Therapy accounts), instructor training, emails and admin, stock orders or design, event planning, community outreach, class planning, and playlist creating. Lunch will be in there somewhere, and if I’m lucky a little nap!
If I’m back at the studio in the evening, I pack up and head there for another couple of classes before dinner and bed. Sometimes I shower four times a day, and there is a lot of laundry!
What do you love about the Gold Coast community, especially as a business owner?
COLLABORATION! I say it loudly as I believe the ability to collaborate is a secret to business success. The Gold Coast is such a great place to meet other local business owners and find ways of coming together and helping each other succeed. There are so many incredible new business coming out of our city, it’s fab!
So, where to next? What’s in the pipeline for your business?
More Therapy’s! That is very much the next step for us. We are currently about to start officially seeking investment for expansion. We know that to help more people, we must cast our net wider.
Other than that, we’re gearing up for a big 2025 inside the studio as well as more epic events and retreats.
What is your biggest tip for local business owners?
Know your audience and speak to them. The biggest mistake I have always seen in business is companies trying to speak to everyone. Not everybody is going to like what you are selling or what you stand for, so be specific in everything you do – from your tone of voice to your marketing and your mission statement. Ooze that from every pore. That way, your people will find you.