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Darkside Movement – Scaling a Gym-Based Business
How a female-led fitness business grew its member base by 78% and hit record revenue in eight months
About the business
Darkside Movement is an all-female fitness studio in South Geelong, Victoria. Previously known as Lucefit, the team launched Darkside Movement with a bold mission: to empower women through strength and soul, combining functional group classes and boutique wellness sessions in a premium studio environment. Before engaging Candour Strategy, the business had strong community roots but had hit a ceiling in membership growth and needed clearer systems and accountability as they transitioned to a new brand and facility.
Challenges
- Membership growth had stalled and sales processes were inconsistent
- The owner was juggling too many roles without clear team or role definition
- Financial reporting and key numbers were unclear—making it hard to measure progress
- Transitioning from Lucefit to Darkside Movement required brand, systems, and cultural overhaul
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The Solution
Candour Strategy stepped in with a tailored Growth Framework:
- Delivered hands-on coaching around financials and reporting, giving the owner clarity and confidence on key numbers
- Helped define team roles and accountability structures, freeing the owner to work “on” the business instead of just “in” it
- Implemented sales training and strategic conversion systems, massively lifting sales performance
- Navigated the branding transition and new site launch with a clear roadmap, supporting marketing and operation
+78%
Member base grew from 140 to over 250 active members (+78% growth)
MoM+
Revenue reached an all-time high, with sustainable month-on-month increases
x2
Sales conversion rates more than doubled after training
Owner reported vastly improved clarity, confidence, and work-life balance
What this means for you
Even community-driven gyms can get stuck—especially in periods of growth, transition, or market change. When you know your numbers, define your team roles, and put accountability and sales systems in place, scaling up is not just possible—it’s inevitable.