The Movement Fitness didn’t begin with a polished facility or a business plan. It started with bootcamps on a local oval in Dunsborough, using makeshift equipment and a small group of locals who believed in what Cal and his wife Shelby were building.
“We started with PVC pipes full of sand and Kmart kettlebells.”
What followed was steady, organic growth - one decision at a time. Ten years later, The Movement Fitness operates from a purpose-built facility with over 500 members, offering group training, personal training, a recovery centre with sauna and ice bath, and a café out front.
Health and fitness were always at the core of the business. Cal and Shelby grew up around sport and performance, and they knew their town deserved a better fitness experience.
But like many founders, business skills came second.
“Everything we’d done up until about a year ago was just on our own.”
Decisions were made through trial and error. The business worked, but it relied heavily on the founders, particularly Shelby, who carried much of the operational load for years.
When Cal stepped more fully into the business leadership role, his mindset shifted.
“If I’m going to do this, I want to be the best.”
The business wasn’t failing, but Cal knew there was a better way to operate. Growth felt harder than it should. The team was busy, but direction wasn’t always clear. Systems existed informally, not intentionally.
That realisation led Cal and Shelby to seek external guidance - not because the business was broken, but because they wanted to unlock its full potential.
Through The Entourage’s Elevate Program, the focus moved to structure and clarity - using data to drive decisions rather than reacting to problems as they appeared.
“Using data to give us direction has made the biggest difference.”
Weekly numbers now guide priorities. KPIs highlight where attention is needed. The business shifted from intuition-led to insight-led, allowing Cal to focus on what actually moves the needle.
Structure followed; clearer roles, better accountability, and a leadership team that no longer depends on Cal being on the gym floor all day.
With the right systems and team in place, performance improved quickly.
Over the last 12 months, The Movement Fitness has achieved:
83% revenue growth
72% profit growth
Three key hires that removed operational pressure from the founders
“Shelby and I used to wear every hat in the business.”
Today, responsibilities are distributed across a capable leadership team, allowing Cal to focus on strategy, growth and direction, rather than firefighting.
One of the most meaningful changes for Cal has been the shift in weight he carries as a founder.
“I don’t have the whole weight of the world on my shoulders anymore.”
Management meetings now reflect a business that runs through people and systems. Each leader owns their lane. Everyone is aligned to the same goals. And growth no longer feels chaotic.
The Movement Fitness isn’t standing still. Expansion, additional locations and new offerings are all on the table - guided by data, not guesswork.
“We’re confident we’ll get where we want to go - now we just have a clearer path.”
For Cal, success isn’t just about numbers. It’s about building a space that feels like home - a place that supports both physical and mental wellbeing, for members and staff alike.