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EFM Health Clubs

Gym Franchise CEO Switches From Franchisor to Franchisee

Former EFM Health Clubs gym franchise Chief Executive Officer Matthew Lindblom has made a successful transition from group CEO to Franchise Owner, having swapped business attire and a daily commute to the office for 5.30am starts and life as an EFM Personal Fitness Coach.


In a move rarely seen in franchising circles, Mr. Lindblom sold his majority ownership stake in EFM Corporate Pty Ltd in December 2013, then transitioned out of the CEO role in the ensuing 6 months.


In October 2014 he completed the full circle from Franchisee, turned Franchisor and now back to Franchisee, having opened EFMs 65th club location in the South Australian suburb of Marion, on-site at Westminster School.


Mr. Lindblom, who started as an EFM Franchisee in 1997, purchased complete ownership in the then 14 location franchise group in 2000.


He went on to build the company to over 60 locations, across 5 states during the period of 2000 to 2013, leading the chain to 4 consecutive years inside the BRW Fast Franchises list between 2010 and 2013.


After just over a decade at the helm, Mr Lindblom sensed that the group was in need of fresh ideas and leadership, and his thoughts shifted towards a return to his roots in the fitness industry, as a single franchise owner.


Mr Lindblom has excelled in his new franchise, having just set a new record within the EFM franchise group for first month membership uptake in the school-based franchise model, as he looks to help hundreds of residents in the Marion area and Westminster School community to live fitter, healthier and happier lives.


EFMs new ownership group is led by Peter Rohde, who has announced his resignation from the Port Adelaide Football Club to take up the position of CEO of EFM Health Clubs in January and Andrew Perry, formerly of VIP Home Services.

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