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: [email protected] • 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