Home SMART 100 (2013) Passport2Fitness (NSW) – 2013 Anthill SMART 100

Passport2Fitness (NSW) – 2013 Anthill SMART 100


Like this innovation? Show your support by tweeting it, ‘liking’ it on Facebook, or leaving a comment below.


This innovation came to life when…

I was paying a $20 casual fee to access a gym when travelling with work even though I already had a membership I wasn’t using. Given my background in IT and specifically in integrating disparate systems I knew that it was possible to link clubs together so that I could have a range of fitness options which I could use near home, work and whilst travelling. Now I simply scan my finger or mobile phone to access any of these options across the country.


The purpose of this innovation is to…

Give people the flexibility in their fitness membership which will ensure they use it and continue to benefit from it long-term. This flexibility has been lacking historically and has negatively impacted the fitness industry and constrained its growth.

It does this by…

Combining publicly and privately owned fitness clubs together into a network. The clubs offer a range of fitness options including gym equipment, indoor/outdoor group fitness, swimming, pilates/yoga and more. Members join and manage their membership online through an easy-to-use website. Once they join they access the clubs using either their fingerprint or mobile phone.


This innovation improves on what came before because…

It solves the major reasons why the majority of people don’t keep fit and healthy. The number one reason is time. With Passport2Fitness, members can train whenever they have free time as there is always a club near them. The second reason is boredom. As there are a range of fitness options to choose from, interest is maintained.

The benefits to the customer/end-user include…

Ultimately a Passport2Fitness membership results in a fitter, healthier customer.


In the past, this problem was solved by…

Buying multiple memberships or paying casual fees to use different clubs. Individual memberships tied customers down for 12 months or more and resulted in 80% of them being rarely utilised — so-called ‘churn and burn’ which created a general wariness and apathy towards the fitness industry.

Its predecessors/competitors include…

Fitness First, Goodlife, Fernwood, Genesis.


This innovation is made for…

Males and females aged 25-45 who commute to work. They are mid-to-high-income earners and value their health and fitness. They are time-poor.


It is available for sale through…

The website, Passport2Fitness.com.au. All information is provided online and full details on the clubs is also provided.

Our marketing strategy is…

SEO and referrals from member employees and customers generate the largest amount of sales.

Your Turn — VOTE!

If this SMART 100 innovation wowed you, why not get the word out?

  1. Tweet it: Top left of each page
  2. Trigger a Reaction: Facebook ‘Like’, etc.
  3. Leave a Comment: Anonymous comments excluded.

We’ll use your vote to create the 2013 SMART 100 Readers’ Choice Index. Learn more here!

This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.