Good Juju Barbell Club is redefining what progress means in fitness

Good Juju’s philosophy is clear: progress isn’t defined by how you look, but by how you live and feel. “There are micro changes you might not see, but you can always feel,” Sara says. That could mean climbing stairs without creaky knees, lifting a little heavier each week or simply finding the confidence to walk into a gym at all. These small victories form the foundation of long-term consistency. “Celebrate the small wins, and the big ones will follow,” Sara adds.

At Good Juju, fitness isn’t about chasing an ‘after’. It’s about enjoying the process, moving with intention and building a relationship with strength that lasts a lifetime. And that, perhaps, is the real transformation—one that happens far beyond the mirror.

How do you help members shift their mindset from appearance goals to strength and capability goals?

It starts with us, the team. I do culture inductions with everyone, regardless of department. This sets the tone for their first day at Good Juju Barbell Club. It helps them understand our ethos and the why behind everything we do, how to facilitate celebration, and how to help clients feel proud of themselves beyond the physical. Dennis, my partner, handles the technical induction with our coaches. He’s built in different metrics to track progress outside of the scale; like improved movement quality, better range of motion, and strength milestones.

Have you seen shifts in members’ mindset or behaviour when they adopt this philosophy?

100%. I’ve personally coached many clients who’ve told me this is the first time they’ve ever been consistent with the gym. And most of our clients have stayed with us since the day we opened, three years ago. That kind of consistency is a huge win.

If someone has only ever known the “before and after” model of fitness, what’s the first thing you’d want them to unlearn?

That there are so many other ways to celebrate yourself beyond a before and after photo. The first thing I’d want them to understand is my goal, as a coach and as a business owner: to help you love the process. And love it so much, you’ll stick with it for life.

In your opinion, what makes this approach more sustainable for someone’s long-term relationship with fitness?

A major hurdle to long-term consistency is relying too heavily on aesthetic goals. We’ve all done it. But how often has it really stuck? For most of us, not long. When we don’t see the changes we want fast enough, we feel discouraged. We fall off. We hope the next round will be the one. We promise ourselves we’ll be more disciplined. It becomes a cycle of shame and guilt.

Our approach shifts that narrative. It builds a journey grounded in support and self-celebration, where you can be proud not only of the big changes (like weight or aesthetics), but also the small wins. That’s the key to long-term consistency. Celebrate the small wins, and the big ones will follow.

You’ve said your love for a gym in Australia wasn’t about the workouts, but the atmosphere. What exactly about that space stayed with you?

That gym had the most basic equipment, in the middle of nowhere, but it always felt like home. The energy was electric. People were high-fiving each other, cheering one another on in class. Absolute strangers, rooting for each other. It’s a high I’ll never get over.

What do you hope people feel when they walk into Good Juju for the first time?

I want them to feel welcomed and supported. I know what it’s like to walk into a place where you don’t know anyone or what the vibe is. It’s scary. It’s intimidating. We understand that pain point, and we work hard to minimise it. Our front-of-house team is the first line of defence. They’re there to greet you warmly and genuinely. Everyone there regardless of role shares the same goal, to make you feel welcomed and supported. 

So you know: Good Juju is a second home you can always return to.

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