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