Southern Cross Fitness was built on resilience, passion, and an unwavering belief in moving forward, no matter how hard the road gets.

My journey in the fitness equipment industry began over 20 years ago, at a time when life demanded courage. I had just become a mum and wanted independence, purpose, and the ability to create a better future for my child. Driven by an entrepreneurial spirit and a lifelong love of sport, from being a state race walker at 12 to playing soccer at a professional level, fitness was always in my blood.

I started with a casual sales role in a small fitness retail store in Penrith. From there, I managed another store in Ryde and quickly discovered a deep passion for gym equipment, sales, and most importantly, helping people achieve their goals. That passion only grew when I relocated to Newcastle as a single mum with a four-year-old, working casually in a Warners Bay fitness store while dreaming of something bigger.

I still remember lying on my daughter’s trampoline on my day off, sketching out business plans in my head. After work, I began hiring out gym equipment, buying a few pieces at a time and storing them in my garage. I’d load them into a ute and deliver equipment myself, often with my five-year-old beside me, just to make a little extra money. That determination eventually allowed me to purchase the very business I was managing and begin shaping it into something truly special.

The journey was anything but easy. I ran a tiny retail store directly across from one of Australia’s largest fitness franchises. We operated with a small storage shed a few hundred metres away, limited buying power, and constant pressure from “the big guys.” Suppliers were taken from me, obstacles were thrown in my path, and at times failure felt close, but I fought harder. When traditional supply channels closed their doors, I had no option but to learn how to import. I made mistakes, yes, but I didn’t fail, I learned, adapted, and grew.

I worked with a newborn at my desk. I served customers while holding my baby because I had to. And in doing so, I showed people exactly who we are, real, relatable, and deeply committed to service. Even when major competitors like Rebel Sport opened across the road, I chose not to fear them. I chose to compete, to differentiate, and to grow.

In 2018, despite enormous risk and sleepless nights wondering how rent would be paid, we expanded into a large Warners Bay showroom supported by a dedicated warehouse. The following years shaped Southern Cross Fitness into what it is today, one of Australia’s largest and most respected fitness equipment retailers. We navigated the highs and lows of COVID, emerged stronger, and saw our in-house brand ARROW evolve into a trusted name in both home and commercial gym equipment nationwide.

ARROW was born from a simple moment, seeing a road sign with an arrow and the words moving forward. That message resonated deeply. I created the logo, and from that moment on, ARROW became the symbol of our future.

Along the way, I balanced business ownership, motherhood ( a newborn at 43), weight struggles, and mental health challenges. I understood firsthand how vital exercise is, not just physically, but mentally. In 2023, we moved our store to Cardiff to combine our showroom and warehouse under one roof, supporting our growing import operations. Like many mums, I sometimes forgot to put myself first, even while surrounded by the best equipment in the world.

In 2024, everything changed when I suffered a serious accident while bouldering with my team. It impacted my family and my life for the next 18 months. Mentally and physically, the struggle was real, but it also became a turning point. I survived. The business survived. And I learned the power of stepping back, trusting my team, and rediscovering who I was. That experience reinforced the importance of strength, movement, and resilience, especially as we age and navigate new challenges like menopause.

Today, Southern Cross Fitness stands stronger than ever. We operate one of the largest fitness equipment showrooms in Australia, supported by a 900m² warehouse, an in-house service team, and a passionate local workforce of 10 Australians. We are proud to be Newcastle-based, fiercely loyal to our community, and equally proud to serve customers across Australia through our growing e-commerce platform.

Where to next? We continue to innovate, importing cutting-edge equipment, expanding our ARROW range, creating immersive fitness experiences, and delivering the quality and service we’ve become known for. We’ve nailed the foundations, and from here, it’s only forward.

Southern Cross Fitness isn’t just a business.
It’s my story.
It’s ARROW.
And it’s only just getting started.