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Jack, our owner and founder, has been involved within the Fitness Industry for over 10 years. Reaching both the ultimate highs and often not talked about, the devastating lows. A British Champion Bodybuilder and successful Personal Trainer, Jack found his love affair with fitness dimmish as he struggled to find a new purpose, relationship, and approach to his fitness journey as he matured.

The feel-good factor from fitness just wasn’t there anymore. The fun had gone, the smile off his face wiped and the million dollar question came…what’s next? The Fitness Fraternity was born.

Jack quickly realised he wasn’t alone in his fitness void. After rebuilding his own relationship with the fitness industry, he recognised change was needed. The message, approach and emotion from the health & fitness sector all had to change to allow others to follow Jack’s new path and experience fitness as the positive force it should be.

The Fitness Fraternity was established to remove negative emotions, to remove the idea that your identity is your physical appearance. The Fitness Fraternity was born to ensure members identify as who they are in their heart. To bring back a smile onto people’s faces, to bring a community of like-minded individuals together, to approach fitness with a positive mindset. You can achieve your goals, and you don’t need to lose your sparkle in doing so.  


The Fitness Fraternity wasn’t built as your usual fitness brand. It doesn’t think of itself as a fitness company; it is a player in the broader experiential economy. It was built to help build relationships that bring bigger changes in members lives. To organically plug into a more positive lifestyle. To ensure aspiration becomes reality.

"Fitness is not about being better than someone else. It's about being better than you used to be."

- Unknown

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