Plus Fitness

What Plus Fitness does

Plus Fitness is a low-cost, 24/7 franchised gym network serving individual fitness consumers across Australia, New Zealand, India, the United Kingdom, Hong Kong, the Philippines, Malaysia, and Singapore. Founded in 2012 with the opening of Plus Fitness Oakleigh in Victoria, the company was acquired in 2020 by ASX-listed Viva Leisure and has since grown to 200+ Australian clubs, 250+ globally, and 200,000+ members. Its core offering is a flexible, no-lock-in fortnightly direct-debit membership granting reciprocal access across the network, augmented by X-Cell small group classes, optional fee-based personal training, and complimentary fitness programs.

The business is built on a franchise-licensed-operator model: franchisees pay fees for the right to operate individual clubs (investment ₹1.5–₹2.5 crore per outlet in India with breakeven typically within three years), and the franchisor monetizes through franchise/royalty fees plus technology and brand licensing. Underlying the franchise system is an integrated digital ecosystem comprising the Digital HUB (a custom-built platform connecting access control, CRM, and billing for franchisee operational insights), Member ID App (keyless smartphone club access), Member Portal (account management and class booking), Viva Pay (payment processing), and KeepMe (member acquisition and retention automation).

The company is targeting 300 clubs and 300,000 members over the next five years, with stated concentration in Queensland and Victoria domestically and active international master-franchise entry into five additional markets. Distribution is anchored by physical club locations plus self-serve online signup, and member growth campaigns include short-term free-trial promotions such as the EOFY $40K Prize Giveaway. Note that firmographics list a 1996 founded year while internal history specifies 2012; the 2012 founding of the Plus Fitness Oakleigh location is the more specific event and is used here.

Name

Plus Fitness

Legal name

Plus Fitness Pty Ltd

Website

https://plusfitness.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Plus Fitness is an Australian-headquartered low-cost 24/7 franchised gym network operating 250-plus clubs across Australia, New Zealand, Asia and the UK, serving 200,000-plus individual members through no-lock-in fortnightly direct-debit memberships and integrated Digital HUB, app, and payment technology.

Ownership category

akta.pro rank

Product category

Gym Franchise Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

Keywords

• Fitness center services
• Gym franchise network
• Health club memberships
• Personal training services
• Group fitness classes

Headquarters

HQ city

Narellan

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Membership Fees: Recurring fortnightly direct debit membership fees from individual gym members. Memberships offer no lock-in contracts with flexible terms and access to 200+ clubs across Australia, New Zealand, and Asia.
2. Personal Training Sessions: Additional fee-based opt-in service for personal training sessions provided by licensed personal trainers operating under licence agreements within clubs.
3. Franchise Fees: Revenue from franchisees who pay for the right to operate Plus Fitness locations. Franchise investment ranges between ₹1.5 crore and ₹2.5 crore with breakeven typically achieved within three years.

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

Plus Fitness is an Australian franchised gym network operating more than 200 24/7 clubs across Australia, New Zealand, India, UK, Hong Kong, Philippines, Malaysia, and Singapore. It sells affordable, flexible gym memberships with no lock-in contracts, granting access to 200+ clubs along with add-on services such as personal training and group fitness classes. The company also licenses its franchise model to operators who run branded Plus Fitness locations under a centralized digital platform.

Product overview

Plus Fitness operates a franchised gym network offering affordable, flexible 24/7 gym memberships across 210+ locations in Australia, New Zealand, and Asia. The product ecosystem is built around an integrated digital platform consisting of the Digital HUB (internal franchise management system connecting access control, CRM, and billing), Member ID App (mobile keyless entry), Member Portal (account management and class booking), Viva Pay (payment processing), and KeepMe (member acquisition/retention automation). Core gym services include equipment access, X-Cell small group classes, on-demand personal training, and complimentary fitness programs. Additional offerings include an internal television advertising network for partners. The company targets growth to 300 clubs and 300,000 members over five years.

Differentiator

Problem solved

Functional benefit

Products and services

• Plus Fitness Gym Membership 24/7 gym access membership sold to individual consumers, with no lock-in contracts, free membership time-hold, a 7-day cooling-off period, and access to modern equipment, group fitness classes, complimentary fitness programs, and personal training on demand.
• Personal Training Fee-based, opt-in personal training sessions delivered by licensed personal trainers within Plus Fitness clubs, available on demand to members seeking structured one-on-one fitness coaching.
• Plus Fitness Franchise Opportunity Licensed franchise opportunity for entrepreneurs and small business owners to operate branded 24/7 Plus Fitness gym locations, including access to the integrated digital platform (Digital HUB, Member ID App, Member Portal, Viva Pay, KeepMe), brand standards, and operational support.

Quantifiable outcome

• Breakeven typically achieved within three years for franchisees
• +2 more outcomes

Named customers1 record

Segments1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• FRANdataminorOthersProvides franchise rating and analysis services. Awarded Plus Fitness a 5-star rating on their Australian Franchise Rating Scale in 2025.
• AUSactiveminorOthersPeak industry body for fitness and physical activity in Australia. Plus Fitness is a member, indicating industry alignment and standards compliance.

Scale indicators8 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Anytime Fitness: Anytime Fitness is the world's largest 24/7 gym franchise with over 5,000 locations globally. It is the most direct competitor to Plus Fitness, offering similar 24/7 access, multi-club memberships, keyless entry, and affordable memberships through a franchise model.
• Snap Fitness: Snap Fitness is a 24/7 gym franchise with over 2,000 locations globally and a strong Australian presence. It competes directly with Plus Fitness in the affordable, flexible membership segment with similar franchise-driven expansion.
• Jetts Fitness: Jetts Fitness is an Australian-founded 24/7 gym franchise with hundreds of locations across Australia and Asia. It is a direct competitor to Plus Fitness in the same domestic market with similar no-lock-in-contract positioning and franchise model.

Broad incumbents

• Fitness First: Fitness First is a large, established premium gym chain with a strong presence in Australia and Asia. While operating a different (premium, company-owned) model, it competes with Plus Fitness for the same fitness consumers in overlapping geographies.
• World Gym: World Gym is a global fitness franchise with hundreds of locations. While more established in the US, it has franchise operations in Australia and Asia, competing with Plus Fitness in the affordable gym segment.
• Crunch Fitness: Crunch Fitness is a major US-based fitness franchise with global expansion. While primarily a US franchise, it represents a comparable franchise model with similar target segments and value proposition.

Regional players

• Goodlife Health Clubs: Goodlife Health Clubs is one of Australia's largest fitness club networks with dozens of locations. It competes with Plus Fitness in the Australian market but at a more premium price point with a corporate-owned rather than franchise model.
• Genesis Health + Fitness: Genesis Health + Fitness is a major Australian fitness club operator with locations across multiple states. It competes with Plus Fitness in the Australian market as a corporate-owned chain offering 24/7 access and group fitness.

Emerging players

• F45 Training: F45 Training is a global functional fitness franchise with thousands of studios. While focused on group training rather than traditional gym access, F45 is a comparable franchise-based fitness brand competing for similar consumer mindshare and franchisee investment.

Others

• Viva Leisure: Viva Leisure is the ASX-listed parent company of Plus Fitness. While not a direct peer, it is highly relevant as the acquirer and strategic operator, sharing operational platform, executive leadership, and expansion strategy across multiple fitness brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/plusfitness

Revenue estimate

Valuation estimate

Number of profiles

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 Plus Fitness