Fitness First Australia

What Fitness First Australia does

Fitness First Australia is a privately held premium gym operator running 45+ clubs across New South Wales, Victoria, and the Australian Capital Territory, serving individual fitness consumers and corporate organisations under a subscription membership model. The network's core product is multi-format gym floor access — cardio, strength, functional and Olympic lifting zones — augmented by 1,000+ weekly group fitness classes covering HIIT, yoga, Pilates, cycling, dance, and Les Mills programs. Premium-tier offerings are layered on top of the standard membership: Platinum Plus unlocks access to 40+ clubs plus exclusive Reform Pilates studios (now at 25 locations) and Les Mills Ceremony functional circuit classes, while Revive Recovery zones at select clubs add hot-cold contrast therapy and Evolt 360 body composition scanning to the upsell ladder. A separate "Black Label" sub-format in Double Bay signals the top of the tier stack.

The technology stack is operational rather than platform-native. Members access clubs through a mobile app with contactless digital check-in; indoor cycling uses TechnoGym Group Cycle equipment with live performance tracking; and Evolt 360 scanners deliver 40+ body composition metrics with four free scans per year included for Platinum Plus members. No public APIs, partner integrations beyond equipment vendors, or AI/ML capabilities are disclosed.

The revenue model is subscription-driven across three streams: tiered individual gym memberships (monthly recurring), corporate wellness packages sold on volume-based pricing starting at 10 seats with subsidisation and pay-per-visit options, and personal training rent collected from independent trainers operating inside the clubs (trainers set their own client fees). A Qantas Frequent Flyer partnership adds a loyalty-based acquisition lever. Distribution runs through owned retail clubs, an online join portal, phone-based membership consultants, and a B2B sales motion for corporate accounts.

Name

Fitness First Australia

Legal name

Fitness First Australia Pty Limited

Website

https://fitnessfirst.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Fitness First Australia operates 45+ premium gym clubs across NSW, VIC, and ACT, selling tiered subscription memberships (standard and Platinum Plus) to individual consumers and corporate organisations, with premium upsells including Reform Pilates, Les Mills Ceremony, and Revive Recovery services.

Ownership category

akta.pro rank

Product category

Premium Health Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Sports-Specific Group Conditioning (HSADABAK), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Premium fitness centers
• Group fitness classes
• Corporate wellness programs
• Personal training services
• Health club memberships

Headquarters

HQ city

Bondi

HQ country

Australia

HQ region

Oceania

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly membership fees for gym access across various tiers including standard and Platinum Plus memberships. Multiple membership levels provide tiered access to facilities, classes, and premium services.
2. Personal Training Rent: Independent personal trainers operate within Fitness First clubs by paying fixed rent to the company. Trainers set their own service fees while Fitness First collects rental income. New trainers receive rent-free and reduced-rent periods to get started.
3. Corporate Memberships: B2B membership packages sold to organisations with volume-based pricing. Options include subsidised memberships with discounts starting from 10 employees, and pay-per-visit flexible arrangements based on visitation volume.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Fitness First Australia operates 45+ premium fitness clubs across NSW, VIC, and ACT, providing members with gym floor access, over 1,000 group fitness classes weekly, Reform Pilates, Les Mills Ceremony functional training, Revive Recovery hot-cold contrast therapy, personal training, Evolt 360 body composition scanning, and corporate wellness programs. Revenue is generated primarily through recurring monthly memberships (Standard and Platinum Plus tiers) and corporate B2B packages, with independent personal trainers operating within clubs on a rent-paying basis.

Product overview

Fitness First Australia operates a multi-tiered fitness platform with 45+ gym locations across NSW, VIC, and ACT. The core offering comprises gym floor access with cardio, strength, and functional training equipment, complemented by over 1,000 group fitness classes weekly. Premium offerings include Reform Pilates (exclusive reformer-based boutique studios at 25+ locations), Les Mills Ceremony functional circuit training, and Revive Recovery zones with hot-cold contrast therapy. The membership structure ranges from basic access to Platinum Plus (premium tier with Reform, Ceremony, Evolt scans). Additional services include Personal Training, Evolt 360 body composition analysis, corporate wellness programs, a mobile app with digital check-in, and a Qantas Points loyalty partnership. The company also offers career development through study partnerships for aspiring trainers.

Differentiator

Problem solved

Functional benefit

Brands

• Reform Pilates: Signature reformer Pilates classes offered at select club locations, available exclusively to Platinum Plus members
• Revive Recovery
• Platinum Plus
• Les Mills Ceremony

Products and services

• Gym Floor Access
• Group Fitness Classes
• Reform Pilates
• Les Mills Ceremony
• Revive Recovery
• Evolt 360 Body Scans
• Group Cycle
• Personal Training
• Corporate Gym Memberships

Quantifiable outcome

• 78% of Australians are missing out on the benefits of regular exercise - Fitness First aims to address this gap with accessible premium fitness

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Qantas Frequent FlyercoreGTM or Marketing PartnerFitness First has partnered with Qantas Frequent Flyer to reward members for their fitness commitment. Members can earn Qantas Points when joining Fitness First on select memberships. This partnership attracts travel-focused consumers and provides additional value to membership through loyalty rewards.
• Leading Education ProviderscoreStrategic or Co-development PartnerFitness First partners with leading education providers across Australia to help aspiring fitness professionals turn their passion into a career as Personal Trainers or Group Fitness Instructors. The company offers flexible learning options including face-to-face, online, or combination formats to suit different needs.
• Study Partners (FIT College, NHFA, AIPT)supportingStrategic or Co-development PartnerMultiple education partners including FIT College (Deakin campus), NHFA (Richmond), and AIPT (Melbourne Central Platinum) provide personal training certification programs. Fitness First refers aspiring trainers to these partners for qualification pathways.
• TechnoGymsupportingTechnology or IntegrationGroup Cycle equipment sourced from TechnoGym, which provides the indoor cycling system with integrated tracking technology for power, output, cadence, and calorie monitoring with live feedback displays.
• Les MillscoreStrategic or Co-development PartnerExclusive offering of Les Mills branded fitness programs including Les Mills Ceremony, Les Mills CORE, Les Mills SPRINT, Les Mills GRIT, Les Mills Shapes, and Les Mills DANCE. These are proprietary program licenses used exclusively within Fitness First clubs.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Snap Fitness: Global 24/7 compact gym franchise with Australian locations. Comparable as a low-overhead subscription fitness model but positioned for value and convenience rather than premium facilities and class variety.

Emerging players

• Barry's Bootcamp (Australia): Global boutique fitness brand with Australian studios in Sydney and Melbourne. Comparable as a high-intensity premium class offering and a key disruptor to FFA's premium group fitness value proposition.
• 12RND Fitness: Australian boutique boxing-conditional fitness franchise. Comparable as a category-specific group fitness offering but with a specialized, lower-overhead studio model that competes for the same premium-spend member segment as FFA.

Direct peers

• Jetts Fitness: Budget 24/7 Australian gym chain with 200+ locations. Comparable as a gym subscription business but positioned at the opposite end of the price spectrum from FFA, making it the primary value-tier competitor for budget-conscious consumers.
• Fernwood Fitness: Australia's leading women-only gym chain with 70+ clubs. Direct competitor in the women-focused segment with comparable group fitness programming and personal training services, but differentiated by single-gender positioning.
• F45 Training: Australian-founded global functional training franchise competing in the same premium group-fitness space as FFA's Les Mills Ceremony and HIIT classes. Differentiated by 45-minute standardized workouts and franchise-led expansion.
• Virgin Active (Australia): Premium boutique-style health club operator owned by Fitness & Lifestyle Group. Directly comparable to FFA's Platinum Plus tier with class-based programming, premium facilities, and recovery amenities in Australia's major metros.
• Goodlife Health Clubs: Australia's largest premium gym chain with 90+ clubs across the country. Direct competitor in the premium multi-club segment with overlapping class programming and tiered memberships, competing head-to-head in NSW, VIC, and ACT metro markets.
• Anytime Fitness Australia: Australia's largest 24/7 gym franchise with 500+ clubs nationally. Direct competitor in the general gym segment, offering lower price points and 24/7 access versus FFA's premium, class-led positioning.

Regional players

• Plus Fitness: Australian franchise gym operator with 200+ clubs primarily in suburban and regional markets. Comparable business model (franchise gym subscriptions) but largely non-overlapping with FFA's premium metro footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/fitnessfirstau
• Xx.com/fitnessfirstau
• Facebookfacebook.com/FitnessFirstAustralia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 First Australia