Fitness First Malaysia

What Fitness First Malaysia does

Fitness First Malaysia is the Malaysian operating entity of the regional Fitness First premium gym brand, conducted through Sportathlon (Malaysia) Sdn. Bhd. (Registration No. 200101014526) under the Evolution Wellness group. The business operates ten owned club locations concentrated in the Greater Kuala Lumpur / Klang Valley corridor — covering Kuala Lumpur, Petaling Jaya, Cheras, and Puchong — and serves individual fitness seekers and corporate clients with cardio, strength, and functional training zones, swimming access at the NU Empire club, and a library of 3,500+ monthly group fitness classes spanning HIIT, cycling, yoga, strength, dance, HYROX, and licensed Les Mills programming. The company monetizes through four revenue streams: recurring monthly subscriptions (Home Club single-club from MYR 185/month; Platinum Passport multi-club from MYR 265/month, with 4- or 12-month terms and zero joining fee), usage-based FITPASS prepaid credits (from MYR 65/credit across 5/10/20/40-credit packs with 45–365 day validity), personal training add-ons delivered by ACE/NCSF-certified coaches, and B2B corporate wellness packages with volume pricing.

The underlying technology stack is operated rather than developed: Exerp powers membership management and class booking (the same platform used across all SEA markets), the Fitness First mobile app (iOS/Android) handles member self-service and 6-day advance class reservations, Boditrax provides body composition analysis (weight, BMI, body fat, muscle mass, BMR and related metrics), and MyCoach tracks progress across 11 fitness components. The Malaysian entity also benefits from a dual-brand membership arrangement with Celebrity Fitness, expanding the accessible network to 25 clubs and up to 7,000 monthly group fitness classes, and from the International Passport reciprocal arrangement that extends effective reach to 90+ clubs across six Asia Pacific countries for selected memberships. Founded in 1999 and operating for 25+ years, Fitness First Malaysia has a static domestic footprint, no publicly disclosed revenue or headcount, and no AI capabilities disclosed in the available source material.

Name

Fitness First Malaysia

Legal name

Sportathlon (Malaysia) Sdn. Bhd.

Website

https://fitnessfirst.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Fitness First Malaysia is a premium gym chain operating ten owned clubs across the Greater Kuala Lumpur area, offering subscription memberships, FITPASS prepaid credits, group fitness classes, personal training, and corporate wellness packages under the Sportathlon (Malaysia) Sdn. Bhd. entity within Evolution Wellness.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Monthly recurring membership fees providing unlimited gym floor access, group fitness classes, and member amenities. Plans range from single-club (Home Club) to multi-club access (Platinum Passport) with varying commitment periods of 4 or 12 months.
2. FITPASS Prepaid Credits: Pay-as-you-go credit system with no monthly fees or commitment. Members purchase credit packs (5, 10, 20, or 40 credits) that expire within defined validity periods. Each credit equals one gym visit or class attendance.
3. Personal Training Add-ons: Additional revenue from one-on-one certified fitness coach sessions. PT Hybrid and standard personal training packages offered as optional add-ons to base membership.
4. Corporate Membership Packages: B2B corporate wellness memberships providing employee fitness benefits with volume pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Fitness First Malaysia operates 10 premium gym and fitness center clubs across the Greater Kuala Lumpur and Petaling Jaya areas, selling monthly subscription memberships, FITPASS prepaid credit packs, certified personal training, and corporate wellness packages. Members access cardio, strength, and functional training zones, group fitness classes, swimming pool (NU Empire), Boditrax body composition tracking, MyCoach fitness assessments, and complimentary amenities including showers, steam rooms, member lounges, and coffee/tea service.

Differentiator

Problem solved

Functional benefit

Brands

• Celebrity Fitness: Dual brand membership allowing access to both Celebrity Fitness and Fitness First clubs.

Products and services

• Home Club Membership Monthly subscription membership from MYR 185/month providing unlimited access to one Premium or Platinum club, up to 250 monthly group fitness classes, with 4 or 12 month commitments and zero joining fee. Targets individual members seeking premium single-location gym access.
• Platinum Passport Membership Monthly subscription membership from MYR 265/month providing access to all 10 Fitness First Malaysia clubs (Premium and Platinum tiers) with up to 3,500 monthly group fitness classes. Targets members wanting flexibility across multiple locations.
• Dual Brand Membership Premium subscription membership providing access to up to 10 Fitness First clubs and 15 Celebrity Fitness clubs with up to 7,000 monthly group fitness classes. Pricing available on contact with sales. Targets members seeking maximum geographic coverage and class variety.
• FITPASS Prepaid Pay-as-you-go credit system from MYR 65 per credit with no monthly fees and no commitment period. Available in 5, 10, 20, or 40 credit packs with validity periods ranging from 45 to 365 days. Each credit equals one gym visit or class attendance, providing access to all 10 Fitness First Malaysia clubs.
• Personal Training One-on-one certified fitness coach sessions offered as optional add-ons to base membership. Includes PT Hybrid and standard personal training packages delivered by ACE- and NCSF-certified coaches who use Boditrax and MyCoach for posture and movement assessments to develop personalized training programs.
• Corporate Wellness Packages B2B corporate fitness memberships providing employee access to Fitness First Malaysia clubs with volume pricing. Targets companies seeking employee wellness benefits, talent retention tools, and workplace health initiatives through dedicated corporate sales consultation.

Quantifiable outcome

• Members can access 3,500+ group fitness classes monthly across 10 clubs
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Celebrity FitnesscoreChannel Partner/ Reseller/ DistributorDual brand membership arrangement allowing Fitness First members to access Celebrity Fitness clubs and vice versa. Members can access combined network of up to 25 clubs (10 Fitness First + 15 Celebrity Fitness) with expanded class offerings of up to 7,000 monthly group fitness classes. This partnership enhances geographic coverage and class variety for members across Malaysia.
• Fitness First Asia (Regional Network)coreChannel Partner/ Reseller/ DistributorInternational Passport reciprocal arrangement between Fitness First Asia, Middle East and North Africa (MENA), and Australia ownership companies. Enables members to access 90+ clubs across 5 countries including Indonesia, Malaysia, Philippines, Singapore, and Thailand. Subject to periodic review and only applicable to selected memberships.
• Les Mills InternationalcoreTechnology or IntegrationLicensed group fitness programming partnership delivering Les Mills branded classes including BodyPump, BodyCombat, RPM, BodyBalance, BodyJam, Les Mills Tone, and Les Mills Shapes. Classes are offered as part of membership across all Fitness First Malaysia clubs.
• American Council on Exercise (ACE)supportingOthersCertification partner for Certified Fitness Coaches. Personal trainers undergo rigorous in-house training programs certified by ACE and NCSF (National Council on Strength and Fitness) ensuring professional qualification standards.
• National Council on Strength and Fitness (NCSF)supportingOthersCertification partner alongside ACE for Certified Fitness Coach training and qualification programs at Fitness First.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Snap Fitness: Global 24/7 fitness franchise with locations across Asia Pacific, competing for similar small-club membership-driven consumers. Comparable on subscription model and segment, though typically smaller footprint per location.
• Celebrity Fitness: Sister brand under Evolution Wellness, offering premium fitness clubs in Malaysia with reciprocal membership access to Fitness First. Operates the same club format with similar pricing tier and target demographic, making it the most directly comparable peer.
• Pure Fitness: Premium fitness operator headquartered in Hong Kong with clubs across major Asian cities. Comparable on premium positioning, group fitness programming, and target affluent urban demographic across Asia Pacific.
• K-fit: Malaysian-origin low-cost gym chain offering no-frills memberships, directly competing for the same consumer wallet at a significantly lower price point. Comparable as a substitute gym offering in the same Klang Valley geography.
• Fitness First (Singapore/Regional): Same brand operating in adjacent Southeast Asian geographies under reciprocal International Passport. Directly comparable on product, pricing, and operating model, serving as a near-perfect peer for cross-market benchmarking.
• Anytime Fitness: Global 24/7 franchise with strong Malaysia presence, targeting similar individual fitness seekers with membership-based access. Comparable on subscription model and customer segment, though at lower price points and smaller footprint per club.

Broad incumbents

• Gold's Gym: Global fitness brand with franchise locations across Asia including Malaysia. Comparable as a broader premium fitness incumbent, though brand positioning is more strength/Bodybuilding-focused than Fitness First's group-class orientation.
• World Gym: Established global fitness chain with Asian footprint, competing for similar full-service club members. Comparable on premium-tier positioning and international brand recognition, though typically broader mass-market appeal.

Regional players

• True Fitness: Thailand-headquartered premium fitness chain with Malaysia presence, targeting similar affluent urban consumers with full-service clubs and group classes. Comparable on premium positioning and class variety, though primarily Thai-led rather than Malaysian.

Emerging players

• FightGR: Malaysian boutique boxing fitness studio chain operating in Klang Valley. Comparable as a Malaysian-based fitness competitor targeting similar urban professionals, though with a differentiated single-discipline offering rather than full-service club model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCldEuJDnsmyvkwEcCeG9wog
• Facebookfacebook.com/fitnessfirstmalaysia
• LinkedInlinkedin.com/company/fitness-first-malaysia
• Instagraminstagram.com/fitnessfirstmalaysia/?hl=en

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 Fitness First Malaysia