In a town better known for its wine farms, schools, and growing entrepreneurial community, local businessman and author Ron Samuels has quietly built one of South Africa’s top-performing fitness franchises.

When Samuels invested in the Paarl and Hermanus Body20 studios in late 2023, the Paarl branch was ranked 38th nationally out of 47 studios. Less than two years later, the operation was named Studio of the Year at the 2026 Body20 Excellence Awards.

Samuels, who has business interests in hospitality, financial services, and wellness, first encountered the business as a member before investing in the franchise model.

“What interested me was the combination of systems, technology, and efficiency,” he says. “People are under enormous time pressure today. The concept of technology-driven fitness that could deliver measurable results in a shorter period made commercial sense to me.”

He says the decision to invest was also influenced by the operational structure. “The systems were solid. There was clear measurement, operational consistency, and a framework that allowed for accountability and scalability. Those things matter in business.”

Samuels delegated day-to-day operations while focusing on leadership development and performance oversight. Younger managers and coaches were given increased autonomy.

“I’m not interested in creating dependency,” he says. “I’m interested in developing people who can lead.”

Experience success

After one of his coaches won Coach of the Year in 2024, Samuels flew him business class and accommodated him in a top hotel.

“I wanted him to experience success,” Samuels explains.

“Pain is not always the best teacher. Sometimes people grow when they are exposed to a higher standard and realise what is possible for themselves.”

Samuels shares management accounts openly with managers and encourages operational ownership among younger staff.

“I tell them no one is coming on a white horse to save them,” he says. “All I can do is create opportunities. What they do with those opportunities is ultimately up to them.”

That approach was shaped in part by Samuels’ own experiences, explored in The Bitter Olive — a work examining resilience, hardship, leadership, faith, and transformation.

Drawing on personal and business struggles, the book explores how adversity can produce growth, wisdom, and purpose. Blending memoir with leadership insight, it reflects on overcoming uncertainty, navigating setbacks, and building a values-driven life grounded in perseverance and accountability.

“There were people who gave me opportunities at critical moments in my life,” he says.

“You reach a point where you realise your responsibility is to create those opportunities for others.”

According to Samuels, approximately 96% of new business at the Paarl studio now comes through referrals from existing members.

“I stress that the experience must matter. People remember how you make them feel long after the transaction is over.”

Staff are encouraged to remember member milestones, personal preferences, anniversaries, and life moments.

Rolling Hills

Referral rewards are processed immediately, long-term members receive upgraded gear and apparel, and studios are structured around what Samuels calls “member experience leadership” rather than traditional reception functions.

Beyond fitness, Samuels has built a business portfolio across hospitality and financial services.

He is the founder of Rolling Hills Farmstead, an eco-hospitality venture near Caledon focused on off-grid accommodation and digital detox experiences.

He is also a director at First Legacy Consultancy, a brokerage operating in South Africa’s entry-level funeral insurance market.

“If a business improves people’s lives in some way, there’s a purpose behind it. If it doesn’t, I lose interest very quickly,” he says.

His plans include further developing both studio operations and expanding the hospitality side of Rolling Hills Farmstead, while continuing to mentor younger leaders within his businesses.

For Samuels, the recognition is less significant than the process that produced it.

“The ranking matters because it reflects consistency,” he says. “But for me, the real success is watching people grow — both in business and personally.”