Vive Active

What Vive Active does

Vive Active operates VAURA Pilates, a reformer Pilates studio brand positioned within the FIT House of Brands conglomerate — an ecosystem serving approximately 1,500 fitness, recovery, and wellness franchises globally. The core product is a group fitness class format that fuses the precision of reformer Pilates with dynamic athletic training, delivered in studio environments distinguished by neon lighting, curated music, and high-energy instructors. Two signature class architectures anchor the offering: TOTAL (a full-body conditioning class combining strength, endurance, and stretch, with beginner/intermediate/advanced modifications) and STRETCH (a Pilates-yoga hybrid focused on mobility, flexibility, and stress reduction).

The underlying technology stack is predominantly physical — reformer Pilates equipment paired with proprietary class programming — supplemented by a digital layer comprising the Vive Stream on-demand streaming platform and the VAURA mobile app for booking and fitness tracking. The architecture is best characterized as platform-plus-modules: a physical studio core extended by digital add-ons that broaden accessibility and retention.

The business model combines recurring revenue from studio class subscriptions and digital streaming subscriptions with licensing income from franchise fees paid by operators opening VAURA studio locations. Go-to-market is direct-to-consumer at the studio level, supplemented by a franchise expansion channel that enables asset-light geographic growth under the FIT House of Brands umbrella. The primary customer segment is individual adult fitness consumers — Pilates beginners through enthusiasts — seeking full-body conditioning in an engaging, community-oriented environment rather than a conventional gym experience.

Name

Vive Active

Legal name

VAURA Pilates

Website

https://viveactive.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Vive Active operates VAURA Pilates, a reformer Pilates studio brand under FIT House of Brands, delivering group fitness classes to individual consumers through company-owned and franchised studios, complemented by Vive Stream digital subscriptions.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Fitness and Recreational Sports Centers (71394)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Power Yoga & Athletic Yoga Conditioning (HSADACAG), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Reformer pilates classes
• Boutique fitness studios
• Group fitness training
• Fitness streaming platform
• Pilates franchise

Headquarters

HQ city

Neutral Bay

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Fitness Classes: Revenue generated from in-studio group fitness classes using reformer Pilates equipment. Classes are offered at multiple levels to accommodate different fitness abilities.
2. Digital Streaming Subscription: Vive Stream platform providing on-demand fitness content to subscribers, complementing the physical studio experience.
3. Franchise Fees: The company offers franchise opportunities, generating revenue through franchise licensing fees for operators seeking to open VAURA studio locations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Vive Active (operating as VAURA Pilates) runs reformer Pilates studio classes that fuse Pilates precision with athletic training, delivered in a high-energy studio environment. The brand also offers the Vive Stream digital streaming platform and a VAURA mobile app for booking, on-demand content, and fitness tracking. A franchise program allows third-party operators to open VAURA studio locations under the FIT House of Brands umbrella.

Product overview

Vive Active operates VAURA Pilates as a transformative fitness studio concept, offering a platform-plus-modules architecture. The core product is the VAURA Pilates studio experience featuring reformer-based classes (TOTAL and STRETCH), enhanced by digital add-ons including the Vive Stream streaming platform and VAURA App for mobile access. The studio experience combines reformer Pilates with athletic training, featuring neon lighting, curated music, and high-energy instructors to deliver total-body conditioning workouts.

Differentiator

Problem solved

Functional benefit

Products and services

• VAURA Pilates Studio Classes Group fitness classes at physical VAURA Pilates studios that fuse the precision of reformer Pilates with dynamic athletic training. Delivered in a high-energy studio environment featuring neon lighting and upbeat music, the classes provide total-body conditioning across beginner, intermediate, and advanced levels for individual adult consumers.
• Vive Stream
• VAURA Pilates Franchise Program

Quantifiable outcome

• Members report improvements in posture, strength and flexibility after joining
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• FIT House of BrandscoreStrategic or Co-development PartnerVAURA Pilates is proudly part of the FIT House of Brands, a global ecosystem of fitness, recovery, and wellness modalities. The parent organization serves approximately 1,500 franchises worldwide, providing operational support, brand credibility, and a shared ecosystem for member studios.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Club Pilates: Largest franchised reformer Pilates studio chain in the US, directly competing with VAURA on group reformer classes, multi-level programming and franchise-driven expansion.
• Solidcore: National boutique Pilates/lagree studio chain with a similar high-intensity, branded-atmosphere positioning, competing for the same reformer Pilates consumer segment.
• SLT (Strengthen Lengthen Tone): Boutique Pilates/sculpt studio operating physical locations plus a digital streaming component (SLT @home), closely mirroring VAURA's studio-plus-stream model.
• Reform Pilates: Group reformer Pilates concept offering tiered class formats at physical studios, very similar in product, target customer and delivery to VAURA.

Broad incumbents

• F45 Training: Large global franchise fitness brand under a similar diversified parent ecosystem, comparable as a franchise-driven boutique fitness operator competing for the same franchisee pool.
• Barry's Bootcamp: Iconic boutique fitness chain with music-and-lighting-driven experiential positioning, competing for the same premium urban fitness consumer and franchisee talent.
• Orangetheory Fitness: National boutique fitness franchise with a strong digital companion (OTbeat/At Home), a useful comp for VAURA's studio-plus-stream hybrid model at scale.

Emerging players

• Pilates Physique: Multi-location Pilates studio brand offering reformer and mat-based group classes, relevant as a smaller emerging peer in the reformer Pilates category.
• StretchLab: Assisted-stretching franchise operating under the same FIT House of Brands parent, comparable in franchise model and partial overlap with VAURA's STRETCH format.
• The Barre Code: Boutique barre-focused fitness franchise offering group classes with tiered levels, comparable as a smaller franchise-driven boutique format targeting similar female-skewing discretionary fitness spend.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

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 Vive Active