EMF Performance Centre

What EMF Performance Centre does

EMF Performance Centre is a privately held, multi-location fitness and wellness operator headquartered in Nerang, Queensland, Australia. Founded in 2013 by two ex-military individuals and owned through EMF Investment Holdings Pty Ltd, the company runs 28+ clubs across Queensland and New South Wales under a tiered brand architecture: Performance & Recovery Centres (full-service gyms with elite equipment and recovery zones), Fitness Centres (standard strength/cardio), Health Clubs (premium boutique, e.g., Circular Quay), and Platinum by EMF studios (boutique class-focused). Its core product is a single subscription membership granting access to all locations, 30+ group fitness modalities (Aerial Yoga, Reformer Pilates, Boxing, Hot Yoga, HIIT, Spin, etc.), altitude training rooms at select sites, and an extensive recovery amenity set (sauna, steam, magnesium plunge pools, snow rooms, red light therapy, compression boots). EMF differentiates through equipment partnerships with Technogym and Gym80, supported by a proprietary EMF Member App for class booking and workout management, plus add-ons such as Evolt body composition scanning, sub-contracted personal training, EMF JNR creche services, and a corporate membership program.

The company generates revenue primarily through recurring membership subscriptions billed via direct debit through Quickpay Pty Ltd, with weekly prices ranging from approximately AUD $57.95 (12-month standard at Circular Quay) to AUD $70 (flexi/no-lock-in). Joining fees (standard AUD $69, sometimes waived in promotions) and ancillary services — Evolt scans, personal training, creche — provide supplementary income. The go-to-market is direct-to-consumer, with the website (emfpc.com.au) and a free 5-day trial as the primary acquisition mechanism, complemented by location-specific social media, in-club enrollment, and a sales-led approach for premium tiers. Member segments span general fitness consumers, performance-oriented athletes, families with children, and premium/corporate members, all served through a unified membership model that bundles training, classes, recovery, and family amenities under one subscription.

Name

EMF Performance Centre

Legal name

EMF Investment Holdings Pty Ltd ACN 632 133 914

Website

https://emfpc.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

EMF Performance Centre is a privately held Australian multi-location fitness operator running 28+ clubs across Queensland and New South Wales, offering a single subscription membership with access to elite equipment, 30+ group fitness modalities, altitude training, and comprehensive recovery facilities under tiered sub-brands.

Ownership category

akta.pro rank

Product category

Fitness Centre Operations

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

Keywords

• Fitness centre memberships
• Group fitness classes
• Recovery facilities
• Personal training services
• Altitude training

Headquarters

HQ city

Nerang

HQ country

Australia

HQ region

Oceania

Offices22 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Membership Subscriptions: EMF's primary revenue stream is recurring membership subscriptions. Members pay weekly, monthly, or upfront for annual access to gym facilities, group fitness classes, and recovery zones. Tiers include Standard, Gold, and Platinum with escalating access levels. Payment is primarily via direct debit through Quickpay Pty Ltd.
2. Personal Training Services: Third-party personal trainers operate as sub-contractors within EMF facilities. EMF likely receives some form of rental or commission arrangement from these trainers, though specific terms are not disclosed.
3. Joining Fees and Add-on Services: New members pay a joining fee (standard $69, sometimes $0 during promotions). Additional revenue comes from optional add-ons including Evolt body composition scans, personal training sessions, and creche services (at select locations).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

EMF Performance Centre operates a multi-location fitness and wellness chain in Australia, selling tiered gym memberships that grant access to elite training equipment (Technogym, Gym80), group fitness classes, and on-site recovery amenities including saunas, steam rooms, magnesium plunge pools, snow rooms, and altitude training rooms. The company generates revenue through recurring membership subscriptions, joining fees, sub-contracted personal training services, Evolt body composition scans, and corporate wellness packages across 28+ clubs in Queensland and New South Wales.

Product overview

EMF Performance Centre operates a multi-tiered fitness and wellness network across 22+ Australian locations, offering a unified membership model with access to all clubs. The portfolio spans four distinct facility types: Performance & Recovery Centres (full-service gyms with elite equipment and recovery amenities), Fitness Centres (standard gyms with strength, cardio, and functional training), Health Clubs (premium boutique facilities with luxury amenities like snow rooms), and Platinum Studios (boutique class-focused environments). Members can add specialty services including Evolt body composition scanning, personal training, corporate wellness packages, and EMF JNR childcare. All locations are accessible via a single membership through the proprietary EMF Member App for class booking and workout management.

Differentiator

Problem solved

Functional benefit

Products and services

• EMF Performance & Recovery Centre Full-service fitness and wellness facilities combining elite gym equipment, group fitness classes, and recovery amenities including saunas, steam rooms, magnesium plunge pools, and reformer Pilates studios. For members seeking comprehensive training and recovery under one membership.
• EMF Fitness Centre Standard fitness centre offering strength and cardio training with Technogym equipment, functional training zones, and group fitness classes for general gym members.
• EMF Health Club Premium boutique health club offering with luxury amenities, snow rooms, sauna facilities, and exclusive recovery spaces for high-end members. Located at Quay Quarter, Circular Quay, Sydney.
• Platinum by EMF Boutique studio tier offering all-inclusive group fitness classes including reformer Pilates, yoga, spin, and specialized HIIT sessions in an upscale environment.
• Corporate Membership Employee wellness membership packages offering businesses discounted access to EMF facilities across their 22+ Australian locations for corporate staff fitness benefits.
• Evolt Body Composition Scan Advanced body composition scanning service that analyzes muscle mass, fat percentage, and other biometric metrics for member health tracking.
• EMF Personal Training One-on-one and small group training sessions delivered by certified personal trainers operating as sub-contractors within EMF facilities.

Quantifiable outcome

• Metabfit classes can burn up to 350 calories during workout and up to 600 calories in the following 24-36 hours
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• TechnogymcoreTechnology or IntegrationTechnogym is the equipment supplier for cardio and strength training equipment across EMF locations. EMF markets their Technogym Cardio Equipment as a key feature, positioning it as industry-leading equipment trusted by elite athletes worldwide.
• Gym80coreTechnology or IntegrationGym80 supplies professional-grade strength training equipment to EMF facilities. The Circular Quay Health Club specifically features Gym80 Strength Equipment as a premium offering.
• Quickpay Pty LtdcoreOthersQuickpay is the direct debit payment service provider for membership fee collection. All membership payments are processed through Quickpay's direct debit system.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• F45 Training: Global fitness franchise offering group functional training across hundreds of studios. Comparable to EMF in multi-location fitness and class-based delivery, though F45 is more boutique HIIT-focused versus EMF's full-service gym + recovery model.
• Jetts Fitness: Australian low-cost 24/7 gym chain operating hundreds of locations. Competes with EMF on price-sensitive end of market; useful for benchmarking churn dynamics and value-segment positioning.
• Anytime Fitness: Australia's largest 24/7 fitness franchise network with multi-location access. Directly competes with EMF on convenience and network access, though positioned at lower price points without premium recovery amenities.
• Plus Fitness: Australian 24/7 gym franchise with 200+ locations, primarily value-tier. Comparable to EMF on multi-location franchise model though not on premium positioning or recovery offerings.
• Goodlife Health Clubs: Australian premium multi-location fitness chain offering group fitness, personal training, and recovery amenities. Closest direct competitor to EMF's premium positioning and full-service model.
• Fitness First Australia: One of Australia's largest premium fitness chains with multiple locations and broad class offerings. Competes head-to-head with EMF for premium and corporate memberships.
• Fernwood Fitness: Australian women-focused multi-location premium fitness chain. Comparable to EMF on premium positioning, multi-location access, and group fitness-led model.

Emerging players

• Barry's Bootcamp: Global premium boutique fitness brand offering group HIIT and strength classes. Comparable to EMF's Platinum tier in premium positioning, though single-format versus EMF's all-in-one model.
• KX Pilates: Australian reformer Pilates franchise with 60+ studios. Comparable on group fitness and reformer Pilates offering within EMF's portfolio, though narrower in scope.

Broad incumbents

• Healthia Limited: ASX-listed Australian allied health and fitness operator owning physiotherapy, podiatry, and fitness brands. Comparable on multi-site fitness operations and recurring subscription revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/emfaus
• Facebookfacebook.com/emfaus
• Instagraminstagram.com/emfaustralia

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 EMF Performance Centre