mY sTORY

Father, founder and visionary behind one of Australia's fastest-growing fitness brands.

Nathan’s Journey

Nathan’s career began where most never start, doing the work, leading from the front, and building from the ground up.

  • 20+ years in the fitness industry.

  • Owned and operated over 30 fitness-related businesses across Australia.

  • Brands include World Gym, Genesis Fitness, and Australian Sports Nutrition.

  • Known for scaling operations, transforming culture, and building brands people believe in.

Founding Fitness Cartel

More than a gym. Fitness Cartel is a brand that leads with heart.

  • Founded Fitness Cartel Health Clubs with a mission to redefine the fitness experience.

  • Currently operating 20 clubs across 3 states

  • Vision to reach 60 clubs and 20 million visits per year by 2030.

  • Built on the pillars of Community, Culture, and Brand.

  • Leading with people. not just performance.

Building Businesses. Building People.

Nathan’s mission doesn’t stop at Fitness Cartel. He’s just as passionate about helping others grow.

  • Founder of Success Cartel Academy. A mentorship program for entrepreneurs.

  • Shares lessons from two decades in business through speaking, mentoring, and online content.

  • Committed to lifting others through leadership, mindset, and execution.

Beyond the Business

Nathan isn’t a behind-the-scenes founder He’s actively building in public and leading the conversation.

  • Regularly shares insights on leadership, culture, and entrepreneurship on LinkedIn.

  • Actively involved in club visits, team development, and culture sessions.

  • Believes in being present, leading from the front, and always playing the long game.

Let’s Talk Big Vision

If you're a developer, investor, future buyer or someone who believes in building great brands with great people, let’s connect.

© 2025 Nathan James. All Rights Reserved