Body Shape
Body Shape is a private Australian female-only fitness centre chain founded in 1984 in Sydney, operating two company-owned locations and a franchise network that offers memberships, personal training, group classes, and supervised childcare to female members.
- Company typePrivate
- Founded1984
- HeadquartersGordon, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Body Shape does
Body Shape is a private Australian fitness centre operator founded in 1984 in Gordon, Sydney, that operates as Australia's first female-only fitness centre chain. The company serves exclusively female members through two company-owned locations — Gordon and Warringah Mall (Brookvale) — plus a franchise network that has been licensable since 2005. Service offerings include facility memberships, personal training, functional training, group exercise classes, and supervised childcare (kids club), with NDIS (National Disability Insurance Scheme) participants accepted as a government-funded customer channel. Equipment is supplied by Life Fitness, and group exercise programming draws on Les Mills protocols alongside Zumba, Yoga, Pilates, Cycle, and Barre formats, with more than 70 classes offered weekly across the network.
The business generates revenue through three streams: recurring membership dues for facility and class access, fee-for-service personal training, and franchise royalties from operators running Body Shape-branded female-only centres across Australia. Pricing is not publicly disclosed; member acquisition relies on a 7-day trial pass, and member retention is supported by a structured three-stage training induction combined with program updates every 4-6 weeks. The Warringah Mall location offers 24/7 access and participates in a reciprocal discount arrangement with more than 10 surrounding mall retailers, indicating a localized cross-promotion strategy. Member demographics center on women across fitness levels, with mothers of young children as a secondary segment enabled by the kids club service.
Operational infrastructure is conventional for the boutique fitness category: Life Fitness cardio machines (treadmills, cross-trainers, bikes, steppers, rowers), pin-loaded and free weights, and functional training kit including TRX suspension straps and kettlebells. Headcount sits in the 11-50 employee band. No technology platform, mobile app, or AI component is referenced in available materials; the service delivery model is physical, instructor-led, and reliant on in-person attendance.
Body Shape firmographics
Firmographics- Name
- Body Shape
- Legal name
- Body Shape
- Website
- https://bodyshape.com.au
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Body Shape is a private Australian female-only fitness centre chain founded in 1984 in Sydney, operating two company-owned locations and a franchise network that offers memberships, personal training, group classes, and supervised childcare to female members.
- Ownership category
- akta.pro rank
Body Shape industry classification
Industry- Product category
- Women's Fitness Centres
- 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)
- akta.pro secondary industry
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Body Shape is headquartered
LocationHeadquarters
- HQ city
- Gordon
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Body Shape business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Fitness Centre Memberships: Recurring membership fees for access to fitness facilities, group exercise classes, cardio and strength training equipment, and gym amenities.
- Personal Training Services: One-on-one personal training sessions with qualified trainers, described as fun, affordable, and results-focused.
- Franchise Fees: Body Shape started franchising in 2005,收取franchise fees from franchisees who operate Body Shape female-only fitness centres across Australia.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free 7-day trial membership |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Body Shape product offering
Product offeringCore offering
Body Shape operates female-only fitness centres in Australia, providing women with access to cardio and strength equipment, over 70 weekly group exercise classes, one-on-one personal training, functional fitness zones, kids club childcare, and nutrition and life coaching. The company also licenses its brand and operating system to franchisees to open additional female-only fitness centres across Australia.
Product overview
Body Shape is a female-only fitness centre chain that operates as a single unified brand offering comprehensive gym facilities and services. The company operates two locations (Gordon and Warringah Mall) providing women-only fitness environments with state-of-the-art resistance and cardio equipment, over 70 group exercise classes (including Zumba, Body Pump, Yoga, Pilates, Cycle, Barre, and Les Mills), personal training, functional fitness zones, nutrition coaching, and supervised kids club facilities. The business also offers franchise opportunities for expansion.
Differentiator
Problem solved
Functional benefit
Products and services
- Body Shape Female Fitness Centres Australia's first female-only fitness centre chain offering a non-intimidating, supportive gym environment specifically designed for women's unique fitness needs. Includes access to cardio equipment, weight training, group classes, personal training, and kids club facilities.
- Group Exercise Classes Over 70 weekly group fitness classes including Zumba, Body Pump, Yoga, Pilates, X-Train, Cycle, Barre, and Les Mills programs designed for female fitness enthusiasts.
- Personal Training One-on-one and small group training sessions with qualified female trainers providing personalized workout programs, accountability, motivation, and tailored fitness guidance for weight loss and strength goals.
- Kids Club (Creche) Fully supervised childminding service allowing parents to exercise while children are cared for in a safe, engaging environment with indoor and outdoor activities.
- Body Shape Franchise Franchise opportunity enabling entrepreneurs to establish Body Shape female-only fitness centres, with comprehensive training, support, and proven business systems provided.
- Nutrition and Life Coaching Expert nutritional guidance and lifestyle coaching services to complement fitness training and help members achieve holistic health and wellness goals.
Companies that use Body Shape
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles3 records
Body Shape technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Body Shape partnerships and signals
Strategic signalPartnerships
Four partnerships are on record.
- NDIS (National Disability Insurance Scheme)Warringah Mall location accepts NDIS participants, providing fitness services to individuals with disabilities through the Australian national insurance scheme.
- Les MillsBody Shape offers Les Mills group exercise classes including Body Pump, utilizing Les Mills choreographed exercise programming and certified instructor training.
- Life FitnessBody Shape clubs feature Life Fitness cardio equipment including treadmills, cross-trainers, bikes, steppers, and rowers as part of their state-of-the-art equipment offering.
- Warringah Mall RetailersExclusive member discounts at 10+ Warringah Mall retailers, creating a local retail partnership ecosystem that benefits members and drives mall foot traffic.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Body Shape competitors and assessment
Company assessmentEmerging players
- 12RND Fitness: Australian boutique boxing/HIIT franchise with quick-format workouts. Competes for time-poor members and uses a similar franchise-led growth model, though with a single-discipline (boxing/HIIT) focus rather than full-service offering.
- F45 Training: Australian-origin global functional-training franchise with strong group-class and HIIT offering. Competes for the same time-poor, results-focused female customers and operates a similar franchise-led growth model.
- KX Pilates: Australian boutique Pilates franchise rapidly expanding across metro markets. Overlaps with Body Shape's Pilates and barre offering and competes for the same female-skewed, results-focused customer segment.
- Barry's Bootcamp: Premium boutique fitness brand offering high-intensity group workouts with strong female customer base. Comparable on premium positioning and group-class depth, but operates boutique-studio format rather than full-service clubs.
Direct peers
- Fernwood Fitness: Australia's largest women-only fitness centre chain, offering female-only gyms with group classes, personal training, and creche services. The most direct peer to Body Shape given identical women-only positioning, similar Australian footprint, and overlapping service mix.
- Curves International: Global women-only fitness franchise offering 30-minute circuit training in a female-only environment. Highly comparable to Body Shape in target customer (women seeking non-intimidating gym experience), franchise model, and small-format club footprint.
Broad incumbents
- Snap Fitness: Global 24/7 compact fitness franchise with significant Australian presence. Targets similar convenience-oriented members but offers co-ed clubs without the women-only, creche, or class-depth differentiators Body Shape emphasises.
- Fitness First Australia: Major premium Australian gym chain offering group classes, personal training, and full-service facilities. Comparable on club-format and service breadth but serves both genders and operates at much larger scale.
- Goodlife Health Clubs: Australian mid-market health club chain with multiple locations across metro areas. Competes for the same recurring-membership customers as Body Shape but lacks the female-only positioning and creche offering.
- Anytime Fitness: Global 24/7 franchise gym chain with extensive Australian presence. Competes for similar convenience-driven, recurring-membership customers but operates co-ed clubs without Body Shape's female-only specialisation.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Body Shape social profiles
Digital presenceBody Shape financial estimates
Financial estimateRevenue estimate
Valuation estimate
Body Shape leadership team
Management profileNumber of profiles
Body Shape funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Body Shape M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Body Shape
What does Body Shape do?
Body Shape operates female-only fitness centres in Australia, providing women with access to cardio and strength equipment, over 70 weekly group exercise classes, one-on-one personal training, functional fitness zones, kids club childcare, and nutrition and life coaching. The company also licenses its brand and operating system to franchisees to open additional female-only fitness centres across Australia.
Is Body Shape a public or private company?
Body Shape is a private company. It is classified as unknown and is currently operating.
When was Body Shape founded?
Body Shape was founded in 1984. It employs 11 to 50 people.
Where is Body Shape based?
Body Shape is headquartered in Gordon, Australia, in the Oceania region.
How does Body Shape make money?
Three revenue lines are on record. Fitness Centre Memberships are the primary driver. The others are personal Training Services and franchise Fees.
Who are Body Shape's main competitors?
Emerging players on record are 12RND Fitness, F45 Training, KX Pilates and Barry's Bootcamp. Direct peers are Fernwood Fitness and Curves International. Broad incumbents are Snap Fitness, Fitness First Australia, Goodlife Health Clubs and Anytime Fitness.
Does Body Shape have an API?
No public API is recorded for Body Shape.
What industry is Body Shape in?
Body Shape's product category is Women's Fitness Centres. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of HSADACAI, Private 1:1 Yoga/Pilates & Small-Group Sessions. Its NAICS code is 713940 and its SIC code is 7997.