What does it take to scale a single local gym into a multi-vertical fitness empire with 4,000 members and a global reputation? According to Mets Analin, the powerhouse behind Tina Fitness in Coogee, it isn’t about luck or even motivation. It’s about the brutal, mundane discipline of doing the work when no one is watching.

In this episode of The Lat Chat, Mets sat down with the team at Latitude Accountants to discuss his 27-year journey in the fitness industry. From project managing massive construction jobs with zero experience to building a supplement brand from the ground up, Mets’ story is a masterclass in Australian entrepreneurship.

Whether you are a small business owner in Sydney or a tradie looking to scale your operations, these are the high-performance systems you can apply to your business today.

The “Vertical” Strategy: How to Scale Without Losing Your Soul

One of the most common traps for Australian business owners is the “multiple locations” myth. Many believe that to grow, you simply need to open a second or third shopfront. Mets took a different approach. After managing three separate gyms simultaneously and finding it mentally draining, he shifted his focus to vertical integration.

What are Business Verticals?

In plain English, “verticals” are complementary businesses or services that live under your main brand’s umbrella. Instead of opening ten gyms, Mets built services that every gym member already needs:

• Substance: His own supplement brand that serves the existing membership base.
• Elevate with Mets: An online coaching and training platform.
• High-Performance Retreats: Intensive experiences for business owners.

The Lesson for Small Business Owners: Look at your current client base. What else are they buying from someone else that you could provide? If you’re a builder, could you offer maintenance packages? If you’re a cafe owner, could you start a roasting arm? By building “up” instead of “out,” you keep your culture tight and your overheads manageable.

Discipline Over Motivation: The 4:20 AM Reality

We often hear about “motivation,” but Mets is quick to dismiss it as a reliable business tool. “Motivation starts to disappear by 10:00 AM,” he notes. “I get up at 4:20 AM because it sets my day up… that discipline allows me to do the thing I don’t want to do”.

For many business owners, the “mundane repetitious work” is where success is actually found. In the accounting world, this might be staying on top of your BAS (Business Activity Statement) or ensuring your Superannuation (Super) contributions are paid on time every quarter. These aren’t “exciting” tasks, but the discipline to execute them prevents the “firefighting” that kills most small businesses.

The Power of Systems and Routines

Mets attributes his productivity to four pillars:

1. Systems: Automated ways of handling recurring tasks.
2. Processes: Step-by-step guides for his team.
3. Schedules: Strict time management that starts at 5:00 AM.
4. Routines: Reducing “decision fatigue” by simplifying daily choices (like what to eat or wear).

Leading by Example: The “Dyson” Test

A recurring theme in Mets’ leadership style is “walking the walk.” Despite owning a massive facility, he can still be found training on the floor with members or—more surprisingly—vacuuming the gym.

“They love it when I vacuum and they love it when I’m training because I’m connecting with everyone,” Mets says. This hands-on approach builds a culture of belief. If the CEO is willing to pick up a vacuum or run a 6:00 AM class, the staff and members know the standard is real.

For business owners, this means you shouldn’t ask your team to do anything you aren’t willing to do yourself. Whether it’s answering the phones during a rush or staying late to finish a project, leadership is about instilling belief in your team.

Navigating the Australian Business Landscape

Scaling a business in Australia comes with unique challenges, from Div 7A compliance to payroll tax variations. One significant hurdle Mets and the Latitude team discussed is the “Tall Poppy Syndrome”—the tendency to knock down those who become too successful.

Furthermore, it is crucial for business owners to remember that tax obligations like Stamp Duty, Payroll Tax, and Land Tax vary significantly between Australian states and territories. What applies in NSW may not be the same in Queensland or Victoria. Always ensure your structure is optimized for your specific location to avoid unnecessary costs.

Frequently Asked Questions

What is the best way to scale my small business?

Rather than just adding more locations, consider “vertical” scaling. Identify products or services your current customers are already using and find a way to offer those yourself to increase the value of each customer.

How do I stay productive when I feel unmotivated?

Switch your focus from motivation to discipline. Build a rigid morning routine and rely on systems and processes rather than “feeling” like doing the work. Success is often found in mundane, repetitious tasks.

How can I improve my business culture?

Lead by example and instill belief in your team. If you haven’t “walked in the shoes” of your employees, it’s hard to lead them effectively. Showing up and being hands-on builds trust and community.

What are the most important health habits for a busy founder?

Simplify your nutrition and prioritise weight training. Mets recommends a diet of whole foods (protein, fruit, and veggies) that can be maintained anywhere in the world, reducing the “excuse” of being too busy to eat well.

Ready to Scale Your Business?

Building a high-performance business requires more than just a good idea—it requires strategic planning, robust systems, and expert financial guidance. At Latitude Accountants, we specialise in helping Australian entrepreneurs navigate the complexities of tax, business structure, and growth strategies.

Contact the expert team at Latitude Accountants today for strategic advice tailored to your specific situation.

• Phone: 1300706597
• Email: info@latitudeaccountants.com.au
• Book online via our website.
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Disclaimer

The information provided in this post is general in nature and does not constitute personal financial or tax advice. Tax laws, including Payroll Tax and Land Tax, vary between Australian states and territories. Readers should seek professional advice regarding their specific circumstances before making any financial decisions.