What Fitness Passport does

Fitness Passport operates a B2B2C corporate fitness membership platform that connects employers, employees and their families, and independent fitness facility operators across Australia and New Zealand. Operating for over a decade with headquarters in the Sydney region (postal address: Cherrybrook NSW), the company sells employer-sponsored access to a network of more than 1,700 partner facilities in Australia and over 200 in New Zealand. Its primary customers are employers — predominantly government agencies (federal, state and local) and corporate businesses — who offer the program as a voluntary employee benefit under a paid Employer Engagement Agreement; referenced enterprise clients include NSW Health districts, QLD Health's Darling Downs service, and the NSW Department of Education.

The product is structured in three subscription tiers: Individual, Family (extending to spouse/partner and dependent children under 18), and Additional Dependent (covering financially dependent 18–25 year-olds). The technology stack is a cloud-based membership management platform hosted on Amazon Web Services within Australian data centres, surfaced to members through a mobile app (MyFP, available on iOS and Android), digital membership cards, and QR code-based facility check-in that supports 24/7 unstaffed access. Two legal entities — Fitness Passport Pty Ltd (Australia) and the wholly-owned Fitness Passport NZ Ltd (New Zealand) — support the dual-market operation.

Revenue is generated through employee-paid fortnightly direct-debit subscriptions; employers pay no setup or participation fee, positioning the program as a cost-neutral HR benefit. The go-to-market motion is enterprise field sales targeting HR decision-makers, supported by LinkedIn, content marketing, and inbound enquiry. Members are acquired through employer intranets and self-serve sign-up via the MyFP app and web portal. Member activity data informs personalised activity recommendations and limited automated workflows, but the AI layer is shallow and primarily compliance-oriented rather than a differentiating capability.

Name

Fitness Passport

Legal name

Fitness Passport Pty Limited

Website

https://fitnesspassport.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Fitness Passport operates a corporate fitness membership platform connecting Australia and New Zealand employers, employees, and families to over 1,900 independent fitness facilities. Revenue comes from employee-paid recurring subscriptions through employer-sponsored benefit agreements, with no employer fees.

Ownership category

akta.pro rank

Product category

Corporate Wellness Memberships

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Corporate wellness programs
• Multi-facility fitness memberships
• Employer-sponsored health benefits
• Workplace fitness networks
• Fitness facility aggregators

Headquarters

HQ city

Rhodes

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Employer-sponsored membership subscriptions: Fitness Passport generates revenue through employer-sponsored subscription memberships where employees and their families pay recurring membership fees, typically collected via fortnightly direct debit. Employers act as the engagement channel but there are no fees or charges for the employer's participation — the membership fee is borne by the employee. Membership fees are set per employer program pages and subject to annual review. The primary member is the fee-paying party; employers may optionally subsidise the benefit through payroll deduction (existing arrangements only, no new payroll deduction sign-ups accepted).
2. Facility access and joining fees (third-party): Individual partner fitness facilities may charge their own additional fees — including facility-specific access card fees, electronic out-of-hours access key fees (for 24/7 facilities), and occasional joining fees — which are paid directly by the member to the facility. These fees are separate from and in addition to the Fitness Passport membership fee and are not collected by FP.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Fitness Passport operates an employer-sponsored multi-facility fitness membership program that gives employees and their families access to a network of 1,700+ fitness facilities in Australia and 200+ in New Zealand under a single subscription. Membership is delivered through digital membership cards, QR code check-in, and the MyFP mobile app, while employers incur no fees.

Product overview

Fitness Passport is a corporate wellness platform providing a unified fitness membership program. The core Fitness Passport product connects employers with a network of over 1,700 fitness facilities across Australia and more than 200 in New Zealand, offering employees and their families unlimited access to gyms, pools, and leisure centres. The MyFP App serves as the primary digital interface, enabling members to access their Digital Membership Card and scan QR codes at partner facilities. The platform offers three membership tiers: Individual Fitness Passport for single users, Family Fitness Passport extending coverage to partners and dependent children under 18, and Additional Dependent Passport for financially-dependent children aged 18-25. Memberships are employer-sponsored with no fees charged to organisations.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Passport Membership Program Multi-facility corporate wellness membership that gives employees and their dependants access to a network of gyms, pools, and leisure centres across Australia and New Zealand, with no cost to the employer and a fortnightly subscription paid by the employee.
• MyFP Mobile App Mobile application for Fitness Passport members that holds the digital membership card, enables QR-based facility check-in, and provides facility discovery and member self-service.
• Facility Partnership Program Network of partner fitness facilities (1,700+ in Australia and 200+ in New Zealand) that accept Fitness Passport memberships and receive member visits via digital and QR check-in.

Quantifiable outcome

• NSW Health - North: 22%+ employee participation rate; Staff feel valued and are inspired to improve health and involve their families.
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• The Breathing Coach (David Pemberton)minorStrategic or Co-development PartnerDavid Pemberton, a professional breathing coach, has created a series of breathing meditation audio content specifically for the Fitness Passport community in partnership with Fitness Passport. The audio series covers breathing fundamentals, breath flow meditation techniques, and key takeaways, designed to help members reduce stress and anxiety, improve mental clarity, and boost energy. The content is available as a downloadable ZIP file on the Fitness Passport website.
• Mood Food NutritionminorStrategic or Co-development PartnerMood Food Nutrition is referenced as a nutritional expert partner contributing recipes and nutritional guidance to Fitness Passport's blog content. They created a 'Hearty Harvest Winter Soup' recipe with over ten different plant foods, and a Mushroom Bulgar recipe, specifically for the Fitness Passport community as part of seasonal wellness content.
• Amazon Web Services (AWS)coreTechnology or IntegrationFitness Passport's website and application hosting infrastructure is provided by Amazon Web Services within Australian data centres. AWS is the primary cloud infrastructure provider underpinning the Fitness Passport platform, including member data storage, application hosting, and digital services.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Wellable: Corporate wellness platform offering fitness facility networks, wellness challenges, and content to employers. Directly comparable in targeting HR managers with employer-sponsored fitness benefits.
• ClassPass: Multi-facility fitness and wellness membership aggregator offering access to studios and gyms via a subscription model. Closely comparable in aggregator/marketplace mechanics though more consumer-led than corporate-channel.
• Gympass: Global corporate fitness benefit platform connecting employers with a network of gyms, studios, and wellness providers. Operates a near-identical B2B2C aggregator model to Fitness Passport at much larger international scale.
• Corporate Fitness Works: US-based corporate fitness and wellness program provider offering employer-sponsored facility access. Directly comparable business model targeting employers with no-cost or low-cost fitness benefits for employees.

Broad incumbents

• Fitness First Australia: Major Australian premium gym chain with corporate membership offerings. Adjacent competitor that could either partner with or compete against Fitness Passport's aggregator network given its scale and brand.
• Virgin Pulse: Large enterprise wellness and engagement platform that includes fitness network access among broader health, benefits, and engagement capabilities. Comparable in serving corporate wellness buyers but operates at a much broader portfolio level.
• Limeade: Employee experience and corporate wellness platform with wellbeing program components. Overlaps with Fitness Passport in the employer wellness channel but lacks a multi-facility fitness aggregator as a core product.
• Goodlife Health Clubs: One of Australia's largest gym chains, with corporate membership programs and national footprint. Comparable in offering fitness access to corporates but operates owned-and-operated facilities rather than an aggregated network.

Others

• Les Mills: Global fitness content and program provider (workouts, group fitness) used by gyms and clubs worldwide. Adjacent ecosystem participant supplying fitness programming to many of Fitness Passport's partner facilities.

Regional players

• Healthworks Group: Australian corporate fitness provider operating corporate fitness centres and wellness programs for employers. Regional peer with similar target buyer (corporate HR) but operates facility ownership model rather than aggregator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fitness-passport

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fitness Passport