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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.
Skills:
- Exit/Succession-
- Finance-
- Management-
- Marketing-
- Planning-
- Relationships-
- Sales-
Industries:
- 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
ACHIEVEMENTS
- 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.
SPORTING ACHIEVEMENTS
- 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
SKILLS
- 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
Qualifications:
- BSc Exercise Science
