Have an idea of your numbers and keep reviewing them and refining them as you get more comfortable with your business model and its progress.
This week’s Founders Playbook features Shaun Krenz, a key figure in the Australian fitness industry. Shaun has been involved in the evolution of fitness expos, with an eye for emerging trends and new products in health, fitness, and wellness.
Starting as a personal trainer, Shaun launched the Fitness Expo in 2009 and has since overseen more than 30 major events. Today, the AusFitness Expo draws around 40,000 attendees, showcasing over 300 products and hosting ten or more live sporting events every year. It is the largest event of its kind in the Southern Hemisphere, drawing attention both locally and internationally.
Getting started
The turning point came in March 2020. Shaun recalled how the company that had acquired his previous business collapsed during the pandemic, making him redundant. “This abrupt change lifted all my non-compete clauses,” he said. That opened the door for something new. By July that year — with the world still grappling with uncertainty — he had teamed up with a new ownership group to relaunch under the AusFitness Expo brand.
“Despite the challenging timing, our strong belief in the platform’s potential and my extensive network helped us quickly recapture and scale the opportunity to now be bigger and better than ever,” Shaun explained.
One of the key strategies that contributed to the growth of AusFitness Expo is a relentless focus on community engagement.
Behind the rapid growth of AusFitness Expo lies a strategy grounded in community. Shaun spoke about how deeply they’ve invested in building strong relationships with exhibitors and attendees alike. Staying ahead of industry trends and integrating innovative features has been key to remaining essential in a fast-evolving landscape.
“We’ve always prioritised building strong relationships with both exhibitors and attendees,” he said. But it wasn’t just about connection — it was also about quality. Emphasising valuable content and real experiences set AusFitness Expo apart from other events, helping them cultivate a loyal following.
Feedback, according to Shaun, plays a massive role. “We ask people for their thoughts, and we consider them when planning our upcoming events,” he shared. For him, that’s non-negotiable — it’s how they stay relevant and keep people coming back.
Shaun believes what sets his event apart is its commitment to leading — not just responding to — industry trends. “We consistently seek out new health and fitness advancements to showcase, creating a dynamic platform that evolves with the industry,” he said.
AusFitness Expo’s immersive format gives it an edge. From interactive sessions to expert-led educational seminars, there’s something for everyone. “We aim to have something for everyone, from sports and events that people can participate in, to events that people can watch,” he said. Whether it’s massive discounts from leading brands or face-to-face moments with global fitness stars, the Expo has built an atmosphere that’s as inclusive as it is exciting. “Anyone can have a good time at the AusFitness Expo,” Shaun added.
Lessons from the journey
Shaun admits that navigating the ups and downs of the fitness industry hasn’t always been easy. He talked about how essential it has been to remain flexible and resilient during economic shifts and evolving consumer habits. One of the biggest lessons? Keeping the vision clear while being adaptable in execution.
“Another thing, which to be honest, has always been a priority for me, is around building lasting relationships,” Shaun said. With both reputation and volume mattering equally, the team must balance attracting the right brands and keeping audiences engaged year after year.
Refining systems has also been an ongoing mission. “There are a lot of moving parts when it comes to running an expo, so making it as seamless as possible year in and year out is a must,” he added.
Shaun’s advice to aspiring founders
Success is a marathon, not a sprint
For those setting out to build something of their own, Shaun’s advice is simple but powerful: blend passion with practicality. “Understand your industry deeply, meet your customers’ needs and maintain a strong network,” he advised. He’s a big believer in mentorship and support networks, describing patience and persistence as a founder’s greatest allies. “Remember, success is a marathon, not a sprint.”
He also emphasised the importance of understanding your numbers. “How many clients or customers do you need to succeed? How many tickets do you need to sell, and how many stall holders do you need to fill the space and cover the cost of the venue?” These are questions every founder should be able to answer. “Have an idea of your numbers and keep reviewing them and refining them,” Shaun said, urging entrepreneurs to grow alongside their business model.
Because at the end of the day, for Shaun Krenz, success comes down to staying grounded, staying curious, and staying connected — to people, to purpose, and to progress.
Find Shaun on LinkedIn
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