The Truth Behind BSC: Why I Built It and Why I’ll Never Stop

I didn’t start BSC because I love gyms. I started it because I know what it feels like to not back yourself, and because I wanted to build a gym for people who hate gyms.

Growing up, I was bullied. I didn’t feel athletic. I didn’t like how I looked. Even though I had people around me, that inner confidence, that belief that I could actually achieve something wasn’t there.

I carried that for years. It gave me a chip on my shoulder. I wanted to prove people wrong. That energy pushed me forward for a while.

But the truth is, proving people wrong isn’t a long-term plan. Eventually I realised what I really wanted to do was help people believe in themselves, in the way I’d learned to. That’s what BSC was built for.

You’ve got two choices in life. Stay where you are or do something about it. BSC exists for the people ready to do something about it.

That’s when I started looking at the fitness industry differently.

Where Gyms Get It Wrong

When I was coaching 1:1 in a commercial gym, something felt off.

I’d watch people come in, get handed a program, then be left to crack on with it. No check-ins, no support, just silence. Especially people over 40 who were already unsure what they were doing. It didn’t sit right.

That model’s everywhere: sign people up, throw them a plan, lock them into a contract, and hope they never show. Cheap memberships. No impact. Zero care.

One Saturday morning early on into my career, I started a bootcamp with four people. Just four. But the energy in that room was different. They fed off each other. They pushed harder. They came back the next week. Three of them are still with us seven years later.

That session showed me what was possible when people trained together and felt part of something.

What BSC Is Really About

It’s not about sets and reps. It’s about building belief.

Most people don’t struggle because they’re lazy. They struggle because they don’t believe they can actually change.

They’ve tried. They’ve failed. And each time they give up, they confirm the story that they’re not the type of person who follows through.

BSC flips that.

We give people a space where they’re seen. Where they’re coached properly. Where they’re surrounded by others doing the same hard thing. And we show them, session by session, that they can follow through.

One story that will never leave me was one of our members needed to lose 30 kilos for a kidney transplant, not for him, but to save his son’s life. He did it. Because he had the support, the belief, and the environment to make it happen.

That’s what it’s all about and why I set out to build BSC to what it is today.

What We Live By

I’ve always said we’re the gym for people who hate gyms. That’s intentional. Most people who walk through our doors have had sh*t experiences before. We make sure this one’s different.

That starts with what we stand for — and what we expect from the people who train here.

• Burn the Boats: Go all in. No toe-dipping. Go all in. No toe-dipping.

• Real Community: It’s not a buzzword. It’s a culture. Our members lift each other up, welcome new faces, and back each other through it.

• Do The Hard Work: There are no shortcuts. You’ve got to earn it. And that doesn’t happen in two weeks.

• No Egos: If you’re arrogant, you’ll stand out. And not in a good way.

• Never Stop Learning: We don’t coast. We improve. That goes for our coaches too.

Who We’re Here For

This is for the person who hasn’t felt like themselves in years.

For the person who walks past mirrors on purpose. Who’s tired of pretending they’re fine. Who’s lost confidence in their body, their relationship, their energy — everything.

They’ve tried diets. Tried gyms. Tried to go it alone. But nothing sticks.

That’s who we’re built for.

We’ve had people join us going through divorces. Grief. Burnout. Rock bottom. And now they’re showing up stronger — not just in the gym, but in life. That’s the ripple effect we’re here to create.

Why I Still Give a Sh*t

Seven and a half years in, I’m not on the gym floor anymore. I run the business. But nothing’s changed in my reason why.

Now, it’s about building a team who carries the same mission. Coaches who care. Coaches who lead. Coaches who lift people the way they’ve been lifted.

Sean’s a perfect example. When he joined BSC as a member, he barely made eye contact. He was quiet. Stayed in the background. Now he’s one of our leading coaches, building people up every single day.

That’s the full-circle impact this place can have. That’s what keeps me all in.

It’s not just about helping people get fit. It’s about helping them take control again — in their life, in their health, and in their head.

And that will never stop mattering to me.