Movement Health Clubs

What Movement Health Clubs does

Movement Health Clubs is an Australian privately-held fitness and wellness operator running four health club locations across Northern New South Wales (Tweed Heads, Casuarina) and South East Queensland (Cornubia/Shailer Park, Beenleigh). The company was founded in its current form in 2019 via the rebranding and expansion of GYM4 Beenleigh (originally established in 1983), and differentiates itself with a 'Not Your Normal Gym' model that replaces lock-in contracts and sales commissions with attendance-based incentive discounts (up to $312/year), flexible weekly memberships ($25-$30 AUD/week), and Progress Coaches in place of sales representatives. The core offering is augmented by Reformer Pilates add-ons, a 6-week Progress Challenge program, the Progress Plus subscription app, on-site allied health partners (physiotherapy, massage, veteran health), Billabong Swim School co-location, and crèche services.

The technology stack is a two-app digital platform built on third-party SaaS: the Movement Member App (GymMaster-based) handles class booking, PT scheduling, and membership management, while the Movement Progress Plus App (Trainerize-based) delivers workout tracking, nutrition monitoring, habit tracking, goal setting, milestone badges, and real-time coach messaging with integrations to Apple Health, Garmin, Fitbit, MyFitnessPal, and Withings. A proprietary layer sits on top — the Progress Journey framework, an 8-position member positioning system (Seeker through Wizard) tied to the Progress Process methodology and gamified Side Quests — which functions as the company's principal content, education, and retention engine rather than as a software product.

The business model is subscription-driven direct-to-consumer, with weekly recurring membership fees, add-on subscriptions (Reformer, Progress Plus), a structured 6-week paid program (Progress Challenge), ancillary professional services (independent personal trainers, on-site massage, physiotherapy, swim school), and a referral programme (Mates Rates). Members transact entirely through digital self-serve channels with no sales pressure, and the company operates a lean central team while relying on independent personal trainers and partner-operated allied health businesses to deliver in-club services, creating an asset-light hub-and-spoke model across its four-club footprint.

Name

Movement Health Clubs

Legal name

Movement Health Clubs

Website

https://movementhealthclubs.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Movement Health Clubs is an Australian privately-held fitness operator running four regional health clubs across Northern NSW and South East Queensland, offering subscription-based gym memberships, group fitness, Reformer Pilates, and a proprietary Progress Journey behavior-change platform to individual consumer members.

Ownership category

akta.pro rank

Product category

Health Club Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Functional Fitness / Cross-Training Groups (HSADABAH), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Health club memberships
• Group fitness classes
• Reformer pilates classes
• Personal training services
• Fitness app platform

Headquarters

HQ city

Tweed Heads

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Weekly recurring membership fees providing gym access, group fitness classes, and reciprocal access to all Movement club locations. Base membership includes 24/7 gym access at most clubs, unlimited group fitness (excluding reformer), and a free member app. No joining fees, cancellation fees, or admin fees.
2. Reformer Pilates Add-on: Weekly add-on fee to standard membership for access to reformer Pilates classes and studio. Priced at $20-$25 per week depending on location.
3. Progress Challenge Programme: 6-week intensive structured programme at $30 per week, including workshops, a Progress Journal, Atomic Habits book, group chat, InBody scan, group training, skills workshops, masterclasses, and coaching accountability. Requires 6-week minimum commitment and base gym membership.
4. Progress Plus Subscription: Monthly subscription at $10 per month offering the Progress Journey self-paced learning platform, guided training programmes, nutrition tracking, habit monitoring, coach chat, and reward/achievement system. Free to unlock with 10 visits in first month or via Side Quest completion.
5. Personal Training Sessions: Individual or small-group personal training sessions provided by independent PTs operating within Movement clubs. Session prices vary by trainer.
6. On-site Massage Therapy: Murray's Casuarina Massage Clinic operates inside the Casuarina club, offering remedial and sports massage therapy, injury prevention, and dry needling. HICAPS health rebates available.
7. Crèche Services: Childcare at selected clubs at $4 per casual session or $10 per week via direct debit. Bookings required via the Movement Member app.
8. Mates Rates Referral Discount: Referral programme providing both referrer and referred friend $1 off weekly membership for 12 months. Discounts stack with additional referrals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Movement Health Clubs operates four physical health clubs across Northern NSW and South East QLD offering flexible weekly gym memberships (no lock-in contracts, attendance-based incentive discounts), over 100 group fitness classes per location, Reformer Pilates, personal training, on-site childcare, pools, and co-located wellness services. The core membership is bundled with two mobile apps (Movement Member App for bookings; Progress Plus App for workouts, nutrition, habits, and coaching) and access to the proprietary Progress Journey framework, a structured 8-position lifestyle and habit-building system.

Product overview

Movement Health Clubs operates a multi-location health club business in Australia (Tweed, Casuarina, Cornubia, and Beenleigh) built around a flexible, no-lock-in gym membership model with attendance-based incentives. The core product is the Base Gym Membership, which is enhanced by premium add-ons (Reformer Pilates, priced at $20–$25/week depending on club) and a structured 6-week Progress Challenge program ($30/week). The company distributes two mobile apps: the Movement Member App (GymMaster-powered, for bookings and timetable access) and the Movement Progress Plus App (Trainerize-based, for workout tracking, nutrition, habits, and coaching). A flagship differentiator is The Progress Journey — an 8-position proprietary framework and educational system covering Seeker through Wizard stages — delivered via the Progress Plus app. Supporting services include group fitness (Les Mills, yoga, Pilates, boxing, aqua, and more), personal training, pool and sauna facilities, créche, and third-party partnerships for swim school, physiotherapy, massage, and veteran health services. An attendance incentive model rewards consistent gym visits with progressive weekly discounts of up to $6/week.

Differentiator

Problem solved

Functional benefit

Brands

• The Progress Journey: A positioning and education system with 8 unique journey positions designed to help members find progress that lasts
• The Progress Challenge
• Progress Plus
• Movement Progress Coaches

Products and services

• Base Gym Membership (Not Your Normal Gym / NYNG)
• Reformer Pilates Add-On
• Progress Challenge
• Progress Plus (App Subscription)
• Movement Member App
• Group Fitness Classes
• Personal Training Sessions
• Crèche (On-site Childcare)
• Pool Facility Access

Quantifiable outcome

• Up to $312/year in attendance discounts
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Minus18minorStrategic or Co-development PartnerMinus18 is an Australian organisation advocating for LGBTQ+ youth. Movement Health Clubs announced a partnership as part of its commitment to inclusivity and diversity, supporting LGBTQ+ inclusion within the club community.
• Salt Surf ClubminorGTM or Marketing PartnerCross-promotional partnership offering Movement members the opportunity to earn their Bronze Medallion (lifesaving award) for free when joining both Movement and Salt Surf Club. Combines fitness and surf lifesaving education.
• Veteran Health Association (VHA)coreStrategic or Co-development PartnerVHA provides integrated multidisciplinary health services (physiotherapy, exercise physiology, psychology) for veterans and ex-service personnel on-site at Movement Tweed. Supports veterans with chronic pain, injury, PTSD, social isolation, and weight management through individual treatment plans in a health club setting.
• Billabong Swim SchoolcoreChannel Partner/ Reseller/ DistributorBillabong Swim School is based at Movement Casuarina, operating swimming lessons (infants through to squads) and seasonal aqua fitness classes in the shared pool facilities. Billing is handled separately by Billabong.
• ActiveLife PhysiotherapycoreStrategic or Co-development PartnerOn-site physiotherapy clinic located inside Movement Tweed. Services include manual therapy, exercise prescription, movement analysis, acupuncture, and dry needling for musculoskeletal conditions. Clients access Movement facilities during treatment. Operated independently by ActiveLife.
• Casuarina Massage CliniccoreStrategic or Co-development PartnerOn-site remedial and sports massage therapy clinic at Movement Casuarina, operated by Murray (20+ years experience). Services include sports massage, injury prevention, dry needling, and chronic pain management. HICAPS health rebates available. Supports member recovery and retention.
• LSKDminorGTM or Marketing PartnerLSKD (Love Soul Kick Life Dream) is an Australian fitness apparel brand. Movement members receive discounts with LSKD as part of membership perks.
• M&M FitnessminorGTM or Marketing PartnerMovement members receive discounts with M&M Fitness as part of membership perks.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Body Fit Training (BFT): BFT is a fast-growing Australian functional training franchise with 50-minute group sessions. Both target lifestyle-focused members with structured programming, but BFT is a class-only boutique model versus Movement's full-service health club with open gym access.
• F45 Training: F45 is a global functional training franchise with HIIT-style group classes. While F45 is class-based rather than a traditional gym, both target the same lifestyle-driven member seeking community and structured programming, and F45's brand positioning has reshaped expectations for boutique fitness experiences.
• Studio Pilates International: Studio Pilates is an Australian reformer Pilates franchise with rapid growth. It directly competes with Movement's Reformer Pilates add-on for the same customer segment, though Studio Pilates is a pure-play Pilates model rather than a full-service health club.

Direct peers

• Fernwood Fitness: Fernwood is an Australian women-only gym chain with group fitness, personal training, and reformer Pilates. The Reformer Pilates add-on is a core pillar of Movement's strategy, putting both operators in direct competition for the same female-skewing Pilates buyer in regional Australia.
• Plus Fitness: Plus Fitness is a franchise-based no-lock-in gym chain with 200+ locations across Australia and New Zealand. Both target the budget-conscious member wanting flexibility, but Plus Fitness operates a thinner programming model without Movement's Progress Journey, group fitness depth, or wellness partner ecosystem.
• Snap Fitness: Snap Fitness is a large international 24/7 franchise gym brand with Australian locations. Both offer flexible memberships and 24/7 access, but Snap Fitness typically has a smaller group fitness schedule and lacks Movement's Progress Journey program and premium reformer Pilates offering.
• Goodlife Health Clubs: Goodlife is a mid-market Australian gym chain offering group fitness, personal training, and swim facilities. Both compete for the same mainstream member base, though Goodlife typically uses lock-in contracts while Movement's no-lock-in model is a meaningful differentiation point.
• Jetts Fitness (Jetts Australia): Jetts is the largest 24/7 low-cost gym chain in Australia with hundreds of locations. Both Movement and Jetts offer no-lock-in memberships with 24/7 access, though Jetts sits at a lower price point ($10-15/week) and lacks Movement's behavioral change program and reformer Pilates premium offerings.
• Anytime Fitness (Australia): Anytime Fitness is a major 24/7 franchise gym in Australia with reciprocal membership globally. Both compete for the convenience-driven member wanting unrestricted access, but Anytime Fitness operates at scale nationally with a much larger brand footprint than Movement's regional cluster.

Broad incumbents

• Virgin Active (Australia): Virgin Active is a premium Australian health club group offering group fitness, pools, spa, and wellness services. Both compete in the mainstream-to-premium segment, though Virgin Active operates at a higher price point and predominantly in metro areas versus Movement's regional focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/movementtweed
• Instagraminstagram.com/movementhealthclub
• LinkedInlinkedin.com/company/movement-health-clubs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Movement Health Clubs