Andrew Ilieff founded BeFit Physiotherapy to redefine the rules of recovery. Drawing on his experiences as a professional athlete overcoming the challenges of injury, Andrew set out to break the cycle of quick fixes by empowering clients to stay active and independent.

Seven years on, BeFit has become a trusted health hub in the community. Now, Andrew is preparing to expand into a flagship location to make an even greater impact.

A counter-intuitive business model

When Andrew founded BeFit, he set out to turn the traditional physio business model on its head. “For too long, physiotherapy has relied on temporary fixes that don’t tackle the underlying issue,” says Andrew. “At BeFit, our goal is to resolve the root problem so clients can achieve lasting results and take control of their own recovery.”

Instead of booking clients for six weeks of ongoing sessions, Andrew and his team assess each person, provide focused treatment — often in just one or two sessions — and then equip them with a personalised recovery program to follow on their own. By focusing on education and independence, BeFit has created a business model that builds stronger, long-term relationships with clients while driving steady business growth.

This approach takes time to reap the benefits and might seem counterintuitive from a business perspective. However, by prioritising client outcomes, Andrew has built a business model founded on trust and word of mouth. Satisfied clients often refer their friends, family, and colleagues, which has helped BeFit grow steadily over seven years.

This story captures what BeFit is all about. A man in his 50s came to Andrew after decades of recurring back pain. He had spent years going from one physiotherapist to another, stuck in cycles of temporary relief.

“His goal was simple: he wanted to be able to get down on the floor and play with his kids,” Andrew recalls. BeFit worked on rebuilding his strength and confidence by identifying the root cause of his pain and creating a personalised recovery plan. “By the end of his program, not only was he pain-free, but he was deadlifting 100 kilos at the gym.”

To be successful, businesses need to shift their perspective from short-term gains to long-term value. Building lifetime value for clients starts with taking the time to educate them. Education not only empowers clients to become independent, which builds loyalty, but it also demonstrates expertise and creates valuable touchpoints for future engagement.

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Tip #1. Educate customers to build loyalty

At BeFit, the team records all their training and recovery videos and shares them on social media. This ensures clients have clear, precise guidance on how to perform exercises correctly. But it’s also a smart strategy to stay top of mind with their audience. “It’s an investment we make,” says Andrew, “but it pays off in the long term. It builds trust and keeps us connected with our clients.”

Protecting your passion while growing your business

Starting BeFit wasn’t without its challenges. For Andrew, the transition from physiotherapist to entrepreneur meant taking on a new level of responsibility — and risk. “When you start your own practice, everything falls on your shoulders,” Andrew says. “You’re not just treating clients anymore; you’re managing staff, growing the business, and making sure every decision aligns with your vision.”

One of the toughest hurdles was balancing his dual roles. “Time is always the hardest thing,” he says. “You’re constantly on. Even when you’re not working, you’re thinking about how to improve the practice or better serve your clients and team.” Andrew recalls many late nights spent refining processes to ensure BeFit’s ethos remained at the centre of everything they did.

Andrew has learned to find balance by carving out time to focus on what he loves most: helping clients. “You have to protect the part of the business that made you passionate in the first place,” he says. For Andrew, this means setting clear boundaries, delegating admin tasks to staff, and creating systems to handle day-to-day operations. “It’s about knowing where your time is best spent and trusting your team to handle the rest.”

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Tip #2. Automate your admin and get back to business

For businesses that take appointments, an online booking system lets clients schedule at their convenience, reducing the administrative burden on staff. For instance, BeFit decreased staff time spent on phone scheduling by 50% with their online booking system. Additionally, tools like Xero can automate invoicing and send follow-up reminders for overdue payments, preventing delays and eliminating the need for manual follow-ups.

Building a culture on trust and teamwork

Managing and developing staff has also been a key focus. At BeFit, the leadership philosophy is simple: create an environment where people can thrive. “We don’t use financial KPIs here,” Andrew explains. “Our only measure of success is that every consultation is the best it can be. It’s about giving our team the freedom to focus on quality care, without the pressure of meeting targets.”

For Andrew, it’s about creating a culture of trust, collaboration, and excellence. “I want to build a team of leaders who feel empowered to innovate and provide the best care possible,” he says. “When your staff feels valued and confident, it shows in the care they provide — and that’s what drives the business forward.”

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Tip #3. Empower your team to deliver excellence

Allocate a small, flexible budget for your team to create their own ‘customer delight’ moments, such as a handwritten thank-you note, a complimentary service, or a small token of appreciation for a loyal client. By giving your staff the autonomy and resources to go above and beyond for customers, you empower them to deliver exceptional experiences that foster loyalty and referrals.

Future-proofing health — and the business

Andrew isn’t done yet with innovating. In the next chapter of BeFit, he’s reinventing the approach once again, this time with a focus on longevity and future-proofing health.

To bring this vision to life, Andrew is opening a state-of-the-art flagship clinic in early 2025, designed to reflect BeFit’s holistic philosophy. Four times the size of the current location, the new space will move beyond traditional physiotherapy to focus on longevity.

The expanded clinic will introduce new services, including programs for healthy aging, postmenopausal health, and men’s health, while doubling the team from four to eight physiotherapists. “Our goal is to give clients the tools to understand their bodies and protect their health for the long term,” Andrew shares.

This next chapter positions BeFit as a leader in holistic health and sets the stage for sustainable growth. “We’re building something smarter — designed to evolve with our clients’ needs and stand out in the industry,” he says.