It’s no secret that health and fitness go hand in hand in achieving a state of total well-being, happiness, and longevity. Getting in shape – and staying that way – is not an easy task. It can take a

great deal of motivation and determination.

Orbit Fitness Equipment: Unit 3, 470 Scarborough Beach Road Osborne Park, WA 6017P: 1300 134 213 • E: sales@orbitfitness.com.au • W: www.orbitfitness.com.au

Fitness Equipment

Stex, Synergy, Impulse, and Bodysolid.

“We are contracted by several 24 hour

gyms to outfit and service them here in

Western Australia,” relates Mr Hodgson.

Orbit’s Commercial service team is

backed by local, national, and interna-

tional support, providing fast service

and equipment parts response. “Orbit’s

service technicians are manufacturer

trained and approved to ensure we

provide the best possible support,”

shares Mr Hodgson. “We have a large

fleet of modern customer service

vehicles which are tracked and on the

road daily, dedicated to servicing our

commercial clients.”

With nine stores and one franchise in

Western Australia, Orbit has a team of 78

fully motivated staff, many of which have

been with the team for 20 years or more.

Written by Anne Lindert-Wentzell

Thankfully, with the right support,

direction and encouragement, a

fit and healthy lifestyle is achiev-

able; it just requires the proper mindset.

Peter Hodgson, Managing Director

of Orbit Health and Fitness Solutions,

already knows this. The sixty year old

remains active and very involved in

Orbit, a family owned fitness equipment

supplier headquartered in Perth, Western

Australia. The business was established

in 1983, and over 30 years later, it is the

largest privately owned fitness retail

chain in Australia.

“Family working and living together

for over 30 years creates an interesting

dynamic that doesn’t usually survive

over time,” says Mr Hodgson. “Even small

businesses started up with a couple of

partners not living together very rarely

survive as the business grows and

evolves.” And survive Orbit has.

Mr Hodgson’s life partner and daughter

are actively involved in the business,

along with several “adopted sons” who

have been with Orbit for over 20 years.

He shares that owning a family business

requires a 24/7 focus on driving the

business forward. “Our vision obvious-

ly evolves over time, but we are very

rarely in conflict about our direction,” he

explains.

Orbit Health and Fitness Solutions offers

a wide range of wholesale and commer-

cial fitness equipment – everything from

punch bags to inversion tables (gravity

machines) to suit all fitness levels and

ages. The company’s experienced staff

offer expert advice on the appropri-

ate equipment for specific needs, such

as muscle gain, cardio, fat reduction, or

simply general fitness. Orbit is an agent

for top quality brands including Cybex,

The dedication of the staff clearly pays

off; “we have the best, most profitable

fitness retail chain in Australia.”

“Orbit was established in 1983, and over 30 years later, it is

the largest privately owned fitness retail chain in Australia.”

Indeed, every year, over 350 containers

move through Orbit’s warehouse, and to

ensure the servicing and warranties of its

products, the company has developed

the largest service divisions in Australia.

“Our opposition relies mainly on out-

sourced contract service techs.”

Plans for expansion With plans for additional stores in

array of cost saving product options to accommodate building

sizes and working conditions.

It is this building and securing of strong relationships with sup-

pliers that is “the cornerstone of our success in this industry,”

reflects Mr Hodgson. “This is a double edged sword. The more

successful you are in promoting name brand products, the

more pressure our suppliers get from other resellers in our

region to change representation.”

Orbit spends hundreds of thousands of dollars searching

for products that can be sold under its own “Orbit” brand.

Although this strategy does protect the company, it is very

costly, as it requires the utilisation of manufacturers and an

in-house design team to create and produce custom moulds.

Quality products and the latest technologyOrbit imports all equipment from the US, Korea, Taiwan and

China. The company is very selective in choosing the right

product for installation, as there is nothing beneficial in having

unhappy customers who constantly require product servicing.

Western Australia, Mr Hodgson also anticipates expansion into

the eastern seaboard – New South Wales, Queensland and

Victoria. “The major challenge in any expansion plan is getting

the right teams together,” he says. With its Melbourne whole-

sale office closed after experimenting with a remote office

and distribution centre, the team found that it is still easier and

more cost effective to run wholesale operations out of Western

Australia.

Now with several exclusive fitness products requiring the

opening of new locations in the east, Orbit is reconsidering

franchising. Mr Hodgson relates that the primary challenge in

trying to open locations on its own is getting motivated retail

staff who are willing and able to put in the dedication that

Orbit’s success requires. “If we are going to offer our customers

a great buying experience, we can’t rely on part timers with

little interest in making retail a career,” he explains.

Orbit recently invested in “indoor walking”, a group training

program that is the rage in Europe. This will provide excellent

exposure in recreation facilities and gymnasiums Australia wide.

Strong relationships with suppliersOrbit’s long-term relationships with both clients and suppli-

ers have made the company the contractor of choice. With

a strong track record of delivering quality fitness equipment,

Orbit has the expertise, innovation, and flexibility to deliver an

“Orbit Health and Fitness offers a wide range of wholesale

and commercial fitness equipment.”

Orbit has one of the largest service and

spare parts facilities in Australia, allowing

the company to respond quickly and

effectively to any customer concerns.

Although it’s a big investment in resourc-

es and time, Orbit makes a presence at

major fitness shows around the world

to ensure that the company is abreast of

the latest in fitness equipment technol-

ogy. In addition to international travel,

Orbit employs local agents in China and

Taiwan.

Mr Hodgson explains that Orbit has

been outfitting the mining sector for a

number of years, mainly because of its

Western Australia base. Orbit is frequently

asked to quote directly to miners or con-

tainer supply companies. Orbit teams are

brought in during the planning, installa-

tion and servicing stage. The company’s

administrative team organises induc-

tions and air flights, then ensures equip-

ment containers have arrived on site and

are ready to be unloaded. “It is a tough

sector to supply to as it is remote and

demanding. Like everything these days,

you are just as good as your last service

and your last quotation.”

A social responsibilityAsked if Orbit Health and Fitness Solu-

tions believes that it has a social respon-

sibility for Australia’s rising obesity rate,

Mr Hodgson reveals that Orbit donated

$10,000 in vouchers to the “Get Active,

Get Healthy” campaign, sponsored by

the Sunday Times and directed toward

families who desire a fit lifestyle. He

believes everyone in the nation –

whether on an individual or corporate

level – has a role to play in promoting the

importance of health and fitness.

As a reflection of its commitment to

encourage healthy living, Orbit’s home

office has a foldable treadmill for staff

to use while checking emails. In 2013,

Orbit also purchased pedal stools that

can be used while doing homework or

surfing the internet. 200 of these stools

were donated to schools as a back to

school promotion. “We are always on the

lookout for products that are appealing

to this demographic,” says Mr Hodgson,

aiming to get the younger generation

interested in health and fitness.

As for the future of Orbit Health and

Fitness Solutions, Mr Hodgson acknowl-

edges that exit planning is often a topic

of discussion with friends around his age

– and their accountants. However, he

can’t see himself retiring in the next five

years and is instead continuously seeking

out new opportunities.

“We believe that we need to be con-

tinually evolving and trying new things

to thrive in this rapidly changing land-

scape,” assertss Mr Hodgson. Of his own

three decade connection and affinity for

his company, he concludes, “Orbit Fitness

is my alter ego. Something I aspire to be

– fit, healthy and alive.”

Orbit Health and Fitness Solutions commercial division offers services to clients including:

• Police and FireDepartments

• Government andMilitary Departments

• Hospitals, MedicalCentres, Rehabilitation

• Corporate Offices andProfessional SportsTeams

• Schools, Colleges andUniversities

• Hotels and Resorts• Fitness Centres and

Personal TrainingStudios

• Apartments and Multi-Housing facilities

• Mine Sites andCommunity ServiceAgencies

Providing Fitness Solutions to a Diversified Client Base