The Club Group

What The Club Group does

Viva Leisure Group (ASX: VVA, legal entity Viva Leisure Limited) is an Australia-headquartered, publicly-listed multi-brand fitness platform that has scaled from a single club in 2004 to 480+ locations across Australia, India, the UK and Asia, serving a community of more than 600,000 members. It operates two principal distribution modes side-by-side: a network of 130+ company-owned 24/7 clubs branded Club Lime (and brands including Hiit Republic, Groundup, Rebalance, World Gym Australia and the newly launched Zoo Fit in Western Australia), and an international franchise model led by Plus Fitness with master franchise agreements spanning Australia, India, the UK and Asia. Revenue is generated primarily through recurring gym membership subscriptions across the owned-club portfolio, supplemented by franchise fees, royalties and brand-level merchandising from the franchise network and from complementary businesses such as supplements (Supp Society, Gorilla x Labs) and a boutique-fitness aggregator (Boutique Fitness Studio, Club Pilates). Underpinning the network is Viva Labs, the group's in-house technology division, which designs, develops and manages an integrated tech stack: Viva Pay (fintech payment platform), Viva Access (NFC-wallet entry), the Fling casual-gym-pass app, and Coach AI, an AI-powered coaching layer added to the Club Lime app in 2025. The franchise-plus-owned hybrid model, combined with this proprietary technology layer, is the company's primary mechanism for capital-efficient scaling across multiple geographies and fitness modalities.

Name

The Club Group

Legal name

Viva Leisure Limited

Website

https://clubgroup.com.au

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Viva Leisure Group is an ASX-listed (ASX: VVA) Australian multi-brand fitness platform operating 480+ owned and franchised gym locations across Australia, India, the UK and Asia, serving 600,000+ members through brands including Club Lime, Plus Fitness, Hiit Republic, Groundup, Rebalance and World Gym Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Dickson

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring subscription revenue from multi-brand gym network including Club Lime, Plus Fitness, Hiit Republic, Groundup, Rebalance, and World Gym Australia. Operates 24/7 gyms with 130+ Club Lime clubs and franchise locations across multiple countries.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Viva Leisure Group operates a multi-brand, multi-modality fitness network of 480+ 24/7 gym and boutique studio locations across Australia, India, the UK, and Asia, serving more than 600,000 members. The company combines owned-and-operated clubs (Club Lime), franchise networks (Plus Fitness), and specialty studios (Hiit Republic, Groundup, Rebalance, World Gym Australia, Zoo Fit) with an in-house integrated technology ecosystem (Viva Labs) that includes the Viva Pay fintech payment platform, Viva Access NFC entry system, Fling casual-pass app, and Coach AI coaching.

Product overview

Viva Leisure Group operates a multi-brand, multi-modality fitness ecosystem encompassing 14 products across fitness clubs, technology platforms, and complementary fitness products. The portfolio includes six gym brands (Club Lime with 130+ clubs, Plus Fitness with international presence, Hiit Republic, Groundup wellness studios, Rebalance inclusive studios, and World Gym Australia), a fintech payment platform (Viva Pay), a mobile access app (Fling), an in-house technology division (Viva Labs) that develops the integrated tech ecosystem, NFC-based entry system (Viva Access), supplement brand (Supp Society), strategic investment in fitness nutrition (Gorilla X Labs), boutique fitness curator (Boutique Fitness Studio), and newly launched Zoo Fit brand. The company serves 600,000+ members across 480+ locations in 4 countries through a combination of owned operations and franchise models.

Differentiator

Problem solved

Functional benefit

Brands

• Club Lime: 24/7 gym operation with 130+ clubs in Australia
• Plus Fitness
• Hiit Republic
• Groundup
• Rebalance
• World Gym Australia
• Zoo Fit
• Viva Pay
• Viva Labs
• Viva Access
• Fling
• Supp Society
• Gorilla x Labs
• Boutique Fitness Studio

Products and services

• Club Lime Owned-and-operated 24/7 gym brand running 130+ clubs across Australia, with AI-powered coaching features integrated into its mobile app for individual fitness consumers.
• Plus Fitness 24/7 gym franchise brand with international presence spanning Australia, India, the UK, and Asia, operated through franchise and master franchise agreements for individual gym owners and franchisees.
• Hiit Republic

Quantifiable outcome

• Grew from one club in 2004 to nearly 500 locations today
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Fremantle Football ClubcoreStrategic or Co-development Partner · 26 June 2026Three-year partnership with Fremantle's AFL and AFLW programs, with Zoo Fit brand preparing to launch in Western Australia as part of the partnership.
• South Sydney Rabbitohs InstituteminorStrategic or Co-development Partner · 28 April 2026Partnership bridging education and industry in health and fitness, with Club Lime supporting the Rabbitohs Institute programs.
• ACT BrumbiescoreStrategic or Co-development Partner · 23 September 2025Major partner strengthening Viva Leisure's association with the ACT Brumbies Super Rugby team.
• Western Sydney WandererscoreStrategic or Co-development Partner · 18 September 2025Extended partnership with Western Sydney Wanderers FC, continuing Club Lime's sponsorship of the A-League team.
• Tickford RacingminorStrategic or Co-development Partner · 12 September 2025Major sponsor of Tickford Racing at The Bend and Bathurst motorsport events.
• NSW WaratahscoreStrategic or Co-development Partner · 3 July 2025Partnership with NSW Waratahs timed for Lions Launch, health and fitness collaboration with the Super Rugby team.
• UK Master FranchiseecoreChannel Partner/ Reseller/ Distributor · 18 December 2024Key master franchise agreement for Plus Fitness expansion into the United Kingdom market.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Market position

Weaknesses5 records

Competitive moat5 records

Customer concentration

• LinkedInlinkedin.com/company/canberra-international-sports-aquatic-centre

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&A

Investments

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

Frequently asked questions about The Club Group