With a solid 15 years of industry experience under his belt, Cory George is a revered figure in the realm of strength conditioning, fitness, and nutrition. His insightful tips and tricks have earned him a devoted fanbase, eagerly following his guidance to better health. Now, Cory faces his next thrilling challenge: taking the Aussie-based approach of THE YARD GYM to the global stage.
Founded in 2020, THE YARD GYM has already achieved remarkable successes, thanks to the efforts of dynamic duo, Dan and Tiarne Bova. Their industry vision and comprehensive knowledge have crafted a future for fitness that Cory is thrilled to be an integral part of. With the world watching, this franchise-based business is poised for international expansion, guided by the expertise of Cory George, their new Head of Global Growth.
So, why is Cory so convinced that this Australian approach to strength and condition training is the future of fitness? The answer lies in the cultural fabric of Australian lifestyle. Surfing, swimming, hiking, and simply enjoying the great outdoors — these have always been integral parts of daily life Down Under. This culture, therefore, naturally gravitates towards a health-conscious living, giving rise to the evolution of group training.
Strength training, although vital, has often played a secondary role to High-Intensity Interval Training (HIIT) and conditioning, but THE YARD GYM is changing this narrative. Their innovative RIG & TURF concept introduces a renewed focus on strength, encouraging their audience to embrace this oft-neglected aspect of fitness while still adhering to their beloved routines.
Cory believes fitness culture has seen a shift over the past decade. The notion of change is now welcomed, making strength training more accessible and appealing to a wider audience.
When asked what sets the Australian fitness industry apart from its US counterpart, Cory points to the sense of community that is inherent in Australian fitness culture. “Human connection is a key element to the daily routine,” he says. This, coupled with a lifestyle dominated by outdoor activities and social celebrations, creates a fitness culture led by, and for, people who live and breathe fitness. Supported by love and mutual encouragement, the Australian way of fitness is truly unique, and it is this model that Cory intends to share with the world.