Viva Leisure

What Viva Leisure does

Viva Leisure Limited (ASX:VVA) is Australia's second-largest fitness network and the only pure-play ASX-listed health club operator, operating more than 480 locations across Australia, New Zealand, India, and the United Kingdom and serving more than 600,000 members. The portfolio spans owned-and-operated 24/7 clubs (Club Lime, Hiit Republic, Groundup, Rebalance, three World Gym Australia sites), the Zoo Fit brand launched in Western Australia in 2026, and a master franchise model (Plus Fitness with more than 200 franchisee sites across four countries, plus a UK master franchise signed in December 2024). Revenue is generated primarily through recurring direct-debit membership subscriptions across all brands, franchise fees and royalties from the Plus Fitness network, and the emerging Technology, Payments, Licensing and Retail (TPLR) segment that grew 128% to AUD 14.8M in FY2025.

The underlying technology is an internally developed stack under the Viva Labs umbrella: Viva Pay handles member payments, Viva Access provides NFC door access and check-ins, the Fling app aggregates member access across Viva and third-party gyms, and Coach AI (added to the Club Lime app in August 2025) delivers AI-assisted personalized training. This stack is sold both internally to Viva clubs and externally to third-party operators, and it underpins the TPLR revenue line. Distribution is augmented by sponsorship and media partnerships with the South Sydney Rabbitohs, Fremantle Football Club, ACT Brumbies, NSW Waratahs, Western Sydney Wanderers, Tickford Racing, and Sundance Fitness Media (more than 700 digital screens).

Viva combines three go-to-market motions: (1) own-and-operate high-value, low-cost 24/7 gyms and studios, (2) capital-light master franchising of the Plus Fitness brand into new geographies, and (3) licensing of its software and payments infrastructure (TPLR) to third-party gyms. Recent M&A — iFitness 24/7 in April 2024 for AUD 5.2M, World Gym Australia in December 2024, and a strategic stake in nutrition supplier Gorilla x Labs in May 2025 — together with the Club Pilates curation arrangement via Boutique Fitness Studio indicate a deliberate shift from pure physical expansion toward a hybrid physical-plus-platform model. FY2025 revenue was AUD 211M (+30% YoY), HY2026 revenue was AUD 116.5M (+17.6% YoY), and management has guided FY2026 revenue to more than AUD 237M.

Name

Viva Leisure

Legal name

Viva Leisure Limited

Website

https://vivaleisure.com.au

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Viva Leisure Limited (ASX:VVA) operates 480+ multi-brand health clubs across Australia, New Zealand, India and the UK, serving 600,000+ members through owned-and-operated clubs, a Plus Fitness master franchise network, and an emerging proprietary fintech, NFC access and AI-enabled technology platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Mitchell

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring membership fees from health club operations across all brands including Club Lime, Plus Fitness, Hiit Republic, Groundup, Rebalance, and World Gym Australia. Members pay subscription fees for gym access across company-owned and franchise locations.
2. Technology Payments, Licensing and Retail (TPLR): High-margin technology segment generating revenue from payment processing (Viva Pay), technology licensing to franchisees and third parties, and retail product sales. Grew 128% to $14.8 million in FY2025 and is a strategic focus area for growth.
3. Franchise Fees: Plus Fitness master franchise model generates revenue through franchisee fees and ongoing royalties from over 200 franchise locations across Australia, New Zealand, and India.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Viva Leisure operates a multi-brand network of 480+ health clubs across Australia, New Zealand, India, and the UK, serving 600,000+ members through company-owned and franchised fitness facilities. Its portfolio spans 24/7 gyms (Club Lime, Plus Fitness), HIIT studios (Hiit Republic), premium movement studios (Groundup), inclusive wellness studios (Rebalance), and acquired brands (World Gym Australia, Zoo Fit). The company also operates a proprietary technology ecosystem including Viva Pay (fintech), Viva Access (NFC entry), the Fling casual pass app, and Coach AI, generating a high-margin Technology Payments, Licensing and Retail (TPLR) revenue stream.

Product overview

Viva Leisure operates a multi-brand, multi-modality fitness and technology platform architecture. The core fitness portfolio includes Club Lime (130+ owned 24/7 gyms), Plus Fitness (200+ franchise locations in Australia, India, UK, Asia), Hiit Republic (HIIT training), Groundup (premium wellness studios), Rebalance (inclusive studios), and World Gym Australia (acquired locations). The technology ecosystem comprises Viva Labs (proprietary tech development), Viva Pay (fintech payment gateway), Viva Access (NFC entry system), and Fling app (multi-gym access). Complementary products include SuppSociety and Gorilla x Labs (supplements/nutrition), while Boutique Fitness Studio curates premium boutique brands including Club Pilates. The company also holds strategic investments and operates across 4 countries with 480+ locations serving 600,000+ members.

Differentiator

Problem solved

Functional benefit

Brands

• Club Lime: 24/7 gym brand with 130+ clubs and growing across Australia
• Plus Fitness
• Hiit Republic
• Groundup
• Rebalance
• World Gym Australia
• Viva Pay
• Fling
• Viva Labs
• Viva Access
• Supp Society
• Gorilla X Labs
• Boutique Fitness Studio

Products and services

• Club Lime 24/7 gym brand operating 130+ company-owned clubs across Australia, offering affordable fitness access to members and serving as the flagship owned-operations platform for Viva Leisure.
• Plus Fitness 24/7 gym franchise brand with 200+ franchisee locations across Australia, New Zealand, India, and the UK, operating under a master franchise model that enables international expansion.
• Hiit Republic High-intensity interval training (HIIT) focused gym concept targeting members seeking structured, high-energy workout programs.
• Groundup Premium movement and wellness studio brand offering boutique fitness experiences focused on holistic health and specialised movement disciplines.
• Rebalance Inclusive wellness studio brand positioned as 'Studios for Every Body', emphasising accessibility and diverse fitness offerings.
• Viva Pay Fintech payment gateway platform providing payment processing and financial services to franchisees and third-party fitness operators across the network.
• Fling Mobile app providing access to hundreds of gyms with casual gym passes, aggregating multiple fitness locations in a single platform for non-members and casual users.
• Viva Labs Internal innovation and development arm that designs, develops, and manages a fully integrated technology ecosystem supporting all Viva Leisure brands and operations.
• Viva Access NFC-based gym entry system with mobile wallet integration enabling secure, contactless club access and member authentication through smartphone technology.
• SuppSociety Fitness supplements brand providing nutritional products to support member fitness activities and wellness.
• World Gym Australia Acquired gym brand operating three locations in Australia, part of the global World Gym franchise network focused on improving lives through fitness.
• Boutique Fitness Studio Curator of leading brands in the boutique fitness industry, including a landmark Club Pilates deal, representing Viva Leisure's expansion into premium boutique fitness.
• Zoo Fit New fitness brand launched in Western Australia in 2026, part of Viva Leisure's multi-brand expansion strategy supported by a three-year partnership with Fremantle's AFL and AFLW programs.
• Gorilla x Labs Performance nutrition and supplement brand positioned as 'Fuel your Potential', in which Viva Leisure holds a strategic minority stake as part of its health and wellness product ecosystem.

Quantifiable outcome

• Revenue growth of 30% year-on-year to $211 million in FY2025
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Fremantle Football Club (AFL and AFLW)flagshipGTM or Marketing Partner · 26 June 2026Three-year landmark partnership between Viva Leisure and Fremantle's AFL and AFLW programs as Zoo Fit brand prepares to launch in Western Australia, combining fitness services with sports team engagement.
• South Sydney Rabbitohs InstituteflagshipStrategic or Co-development Partner · 8 June 2026Partnership providing students enrolled in sports management and personal training programs with complimentary 12-month Club Lime fitness memberships, guest lectures by Viva Leisure professionals, and work experience opportunities within the organisation's operations.
• Sundance Fitness MediacoreGTM or Marketing Partner · 21 May 2026Multi-year exclusive media partnership extending collaboration that began in 2024. Sundance Fitness Media manages an in-club advertising network across nearly 500 Viva Leisure venues with access to 700+ digital screens, providing brands with access to a growing audience of health-conscious consumers.
• ACT BrumbiescoreGTM or Marketing Partner · 23 September 2025Viva Leisure strengthens its association with the ACT Brumbies as a Major Partner, supporting professional rugby operations while building brand visibility in the Canberra market.
• Western Sydney WandererscoreGTM or Marketing Partner · 18 September 2025Club Lime extends partnership with Western Sydney Wanderers football club, continuing brand visibility and community engagement through soccer sponsorship.
• NSW WaratahscoreGTM or Marketing Partner · 3 July 2025Partnership with NSW Waratahs in time for Lions Launch, establishing Viva Leisure as the official health and fitness partner for the professional rugby union team.
• Gorilla x LabsminorStrategic or Co-development Partner · 26 May 2025Viva Leisure takes strategic stake in Gorilla x Labs, a fitness supplement and nutrition brand (GXL), expanding into the health and wellness product ecosystem.
• Plus Fitness UK Master FranchiseflagshipChannel Partner/ Reseller/ Distributor · 18 December 2024Key master franchise agreement enabling Viva Leisure to expand Plus Fitness brand into the United Kingdom market.
• World Gym AustraliacoreChannel Partner/ Reseller/ Distributor · 10 December 2024Acquisition of three World Gym locations and strategic investment in World Gym Australia, expanding the brand portfolio under Viva Leisure's ownership.
• iFitness 24/7coreChannel Partner/ Reseller/ Distributor · 26 April 2024Acquisition of iFitness 24/7, a health club operator in the Northern Territory, marking Viva Leisure's entry into that market. Added four locations and over 5,000 members, with plans to rebrand under Club Lime brand.

Scale indicators9 records

Recent moves9 records

Expansion highlights7 records

Broad incumbents

• Planet Fitness: Largest global low-cost fitness franchise chain. Comparable as the benchmark low-cost 24/7 franchise gym model that informs Plus Fitness's competitive positioning, though Planet Fitness is much larger and primarily US-focused.

Direct peers

• F45 Training: ASX-listed (now delisted) functional training franchise with global footprint and HIIT-style group classes. Comparable to Hiit Republic on modality and franchise model, and to Viva's broader multi-brand franchise strategy.
• Jetts Fitness: Australian-headquartered 24/7 budget gym operator with a franchise-driven model across ANZ and Asia. Closely comparable to Plus Fitness in price point, franchise structure, and member proposition, and a direct competitor to Viva's owned Club Lime clubs.
• Goodlife Health Clubs: Australian premium health club chain with multi-site operations and group fitness programs. Comparable as an Australian multi-club subscription gym operator serving similar metropolitan member segments as Club Lime.
• Fitness First: One of the largest premium gym chains in Australia and Asia, operating multi-site fitness centers with subscription models. Directly comparable as an Australian-headquartered multi-club operator competing for the same mass-market and premium member segments as Club Lime and Plus Fitness.
• Snap Fitness: Global 24/7 franchise fitness chain with strong presence in Australia and New Zealand. Directly comparable to Plus Fitness on franchise model, 24/7 access, and value-priced positioning for budget-conscious fitness consumers.
• World Gym International: Global gym franchise brand of which Viva acquired three Australian locations and a strategic stake in World Gym Australia. Directly comparable as a multi-modality gym franchise competing in the same premium-but-accessible segment.
• Anytime Fitness: Global 24/7 franchise gym chain with significant Australian footprint. Comparable in operating model (franchise-led 24/7 gyms) and target demographic to Plus Fitness, with overlapping geographic presence in Australia and similar low-cost value proposition.

Others

• Les Mills International: New Zealand-based provider of group fitness content, equipment, and training programs to gyms globally. Comparable as a technology/content ecosystem supplier whose programs are used across Viva's gym network and whose licensing model parallels Viva's TPLR ambitions.

Emerging players

• Barry's Bootcamp: Global boutique fitness franchise focused on HIIT and strength training. Comparable to Hiit Republic and Groundup on premium boutique positioning and group class modality, though smaller in Australian presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/viva-leisure

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viva Leisure