I want to select a Mentor...

I want to book with a voucher I want to re-book a past mentor

Or that can help with...

What aspects of starting your business do you need help with?


What is your voucher code?

Would you like to book with Larry?

Available Now Book with me

Larry Cohen

I have a BSc in Exercise Science and I was the founder and CEO of the Step into Life franchise group which at its peak had 165 franchises in Australia and New Zealand. Having sold the business in 2018, I now focus on assisting business owners and entrepreneurs to realise their potential. Prior to moving to Australia in 1993, I was on a tennis scholarship in the USA and played professionally for 8 years. Prior to that I was born and raised in South Africa.


  • Exit/Succession-
  • Finance-
  • Management-
  • Marketing-
  • Planning-
  • Relationships-
  • Sales-


  • Franchising-
  • Tourism, hospitality, accommodation and food services-
  • Wholesale trade-
  • Retail trade-
  • Education and training-
  • Arts and recreation services-
  • Rental, hiring and real estate services-

Spoken Languages:

State: Victoria

Primary Locations:

  • Melbourne CBD-
  • Melbourne East-
  • Melbourne North-
  • Melbourne North West-
  • Melbourne South-
  • Melbourne South East-
  • Melbourne West-
  • Mornington Peninsula-

Locations by request:

  • Yarra Valley-
  • (Once a month but I can travel more often if required Mentoring also available whilst travel to Tasmania (appointment only) )

Mentoring available by:

  • In Person, Face to Face in (Victoria) or by Phone and online

I can also deliver mentoring by phone and online

Current Occupation:

SBMS Mentor

Detailed CV:

QUALIFICATIONS              Bachelor of Science, Exercise Science, Hofstra University, New York


  • Founded, grew and managed the Step into Life, group outdoor personal training franchise brand. Built it from the ground up to over 160 franchises in Australia and New Zealand.
  • Provided exercise memberships and fitness related merchandise to over 10,000 members via a franchise system.
  • Achieved 25th position on BRW list of the 100 fastest growth franchise systems in Australia.
  • Pioneered the biggest fitness franchise in Australia.
  • Successfully led a re-branding update resulting in increased brand exposure and sales.
  • Established offices/warehouse facilities in 5 states of Australia and New Zealand.
  • Transitioned the group to new extranet/crm system reducing administration time for franchisees, increased kpi awareness and made reporting easier.
  • Created a goal setting program to motivate clients called “Training Club” which increased exercise adherence and increased sales for franchisees.
  • Created a kpi based incentive program for franchisees called “Best on Ground” which rewarded improved performance.
  • Fitness consultant to the Holden Motor Racing Team and Super car drivers and part of over 12 Bathurst and Sandown wins.


  • Completed “The Pioneer”, 7-day mountain bike stage race in New Zealand. 549kms and 15,824m climbing.
  • Completed 6 Ironman’s and 30 Half-Ironman’s
  • Represented Australia in World Championships Long Course Triathlon
  • Tennis scholarship to Samford University, Birmingham, Alabama, USA
  • Samford University Hardest working athlete award
  • Professional Tennis player


  • Identifying business opportunities; growth strategies and system development
  • Franchise system development including operational manuals, flow charts, and training programs
  • Brand development including guidelines and compliance
  • Marketing material and campaigns to attract clients and recruit franchisees.
  • Developing franchise recruitment material including information kits; FAQ’s and summary info.
  • Developing and presenting franchise information sessions and tours.
  • Initial and on-going training of franchisees and support staff.
  • Contract negotiations including leases, importing, warehousing and with domestic and overseas suppliers.
  • Development and management of IT systems and web-based presence.
  • Franchise agreement and disclosure document design, preparation and FCC compliance
  • Franchisee and franchisor relationship building, communication and mediation.
  • Marketing levy administration and management
  • Fitness and business training programs to increase retention and sales.
  • Presenter and public speaker


  • BSc Exercise Science

SBMS is proudly supported by the Victorian Government & Small Business Victoria