Transform40
Transform40 is a founder-led Australian fitness studio chain operating three Sydney NSW locations that delivers a 40-day holistic transformation program combining group and personal training, nutrition planning, and mindset coaching, plus an annual Bali wellness retreat and a member coaching app.
- Company typePrivate
- Founded2017
- HeadquartersCaringbah, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Transform40 does
Transform40 is a privately held, founder-led fitness transformation business operating from Caringbah, NSW, Australia. Founded in 2017 by TJ, a former professional rugby league player, the company delivers a 40-day holistic transformation methodology that integrates mindset coaching, habit creation, group and personal training, and nutrition planning under a single branded framework called the Transform40 SYSTEM. As of the latest data, Transform40 operates three physical studios in the Sydney metropolitan area (Caringbah, Carlton, and Campsie), runs an annual international wellness retreat under the sub-brand Transform Escapes Bali (2025 edition at Komune Resort, A$2,800 per person twin share), and supports members with a Transform40 Coaching App and an online mindset/habit-creation platform. Headcount is reported at 8, and ownership is concentrated with founder TJ and named co-owners/coaches such as Jase and Hayley at Caringbah, with no disclosed external funding.
The company's revenue model is a mix of recurring subscription-style memberships for unlimited group training (including personalized meal plans, weekly check-ins, coaching app access, and infrared sauna at Caringbah and Carlton), recurring personal training packages (1:1, 2:1, 3:1 sessions), recurring nutrition planning, and episodic one-time revenue from the annual Bali retreat. Pricing for memberships and PT packages is not publicly disclosed, but the company funnels prospects through a freemium free-trial offer (a 1:1 PT session plus a goal-setting and nutrition strategy session) followed by scheduled free consultation calls. Its go-to-market is multi-modal — community-led through word-of-mouth and referrals, direct-to-consumer via the trial, and sales-led via consultations — with marketing executed primarily through organic social (Instagram, Facebook, TikTok, YouTube), an educational blog, and Google reviews. The customer base is exclusively individual consumers spanning general fitness seekers, weight-loss-focused individuals, holistic wellness seekers, and beginners, with the company claiming thousands of clients. Customer concentration risk is therefore low at the individual-account level, though geographic concentration in one Australian metro and heavy dependence on founder and named coaches represent qualitative operational risks.
Transform40 firmographics
Firmographics- Name
- Transform40
- Legal name
- Transform40
- Website
- https://transform40.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Transform40 is a founder-led Australian fitness studio chain operating three Sydney NSW locations that delivers a 40-day holistic transformation program combining group and personal training, nutrition planning, and mindset coaching, plus an annual Bali wellness retreat and a member coaching app.
- Ownership category
- akta.pro rank
Transform40 industry classification
Industry- Product category
- Fitness Services
- NAICS
- Diet and Weight Reducing Centers (812191)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Weight Loss & Body Transformation Training (HSADAAAC)
- akta.pro secondary industries
- General Personal Training (In-Person & Virtual) (HSADAAAA), Lifestyle & Habit Change Coaching (HSADAGAB), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)
Keywords
Where Transform40 is headquartered
LocationHeadquarters
- HQ city
- Caringbah
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Transform40 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel
Revenue model
- Group Training Memberships: Unlimited group class access memberships that include personalized meal plans, coaching app access, weekly check-ins, accountability support, and infrared sauna access. Membership provides entry to strength and HIIT classes across all time slots.
- Personal Training Sessions: One-on-one, two-on-one, or three-on-one personal training sessions with guaranteed results. Includes personalized strength and cardio programming, body composition analysis, and unlimited sauna access (at Caringbah and Carlton). Sold as weekly sessions.
- Nutrition Planning: Personalized meal planning services integrated with membership and PT packages. Initial personalized meal plans followed by nutrition targets and guidance.
- Transform Escapes Bali Retreat: All-inclusive 6-day, 5-night wellness retreats held at Komune Resort in Bali, priced at $2800AUD per person for twin share accommodation. Includes workouts, breathwork, ice baths, mindset workshops, snorkeling, volcano hikes, and spa treatments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Bali Retreat Package - Twin Share |
| Freemium | Pay-as-you-go | Free Trial Offer |
| Subscription | Monthly | PT Program (1/2/3 sessions per week) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Transform40 product offering
Product offeringCore offering
Transform40 operates physical fitness studios delivering a 40-day body and mind transformation program that combines group training classes, one-on-one personal training, personalized nutrition planning, and mindset/habit coaching under the proprietary Transform40 SYSTEM methodology. Revenue is generated through recurring group training memberships, personal training packages, integrated nutrition services, and an annual Bali wellness retreat. Supporting technology includes the Transform40 Coaching App for performance tracking and accountability.
Product overview
Transform40 is a fitness transformation company offering a holistic approach combining group class training, personal coaching, nutrition implementation, and personal growth. The core offering consists of Group Training and Personal Training programs supported by Nutrition Planning and Mindset Planning services. Additional offerings include an Infrared Sauna add-on, the Transform Escapes Bali Retreat, a Transform40 Coaching App for performance tracking, and an Online Mindset & Habit Creation Platform. All services are unified by the company's 40-day body transformation methodology, integrating habit formation and mindset development with physical fitness training across three physical gym locations in Caringbah, Carlton, and Campsie, NSW.
Differentiator
Problem solved
Functional benefit
Brands
- Transform Escapes Bali: Bali retreat program offering 6-day, 5-night immersive fitness experiences including workouts, breath-work, ice baths, mindset workshops, and activities like snorkeling and volcano hikes at Komune Resort
Products and services
- Group Training
- Personal Training
- Nutrition Planning Personalized meal planning service that creates meal plans suited to individual tastes and fitness goals, with nutrition targets and ongoing guidance to support body composition change; integrated with group training memberships and personal training packages.
- Mindset Planning Mindset and accountability program with daily videos helping members develop winning mindsets and daily habits for lasting life control, addressing motivation, stress, and self-limiting beliefs alongside physical training.
- Transform Escapes Bali Retreat All-inclusive 6-day, 5-night wellness retreat held at Komune Resort in Bali featuring immersive workouts, breathwork, ice baths, mindset workshops, paddle boarding, snorkeling, sunrise volcano hikes, and spa treatments, priced at $2800AUD per person twin share.
- Transform40 Coaching App Mobile application providing performance tracking, workout programs, video content, meal planning, and accountability check-ins for members to monitor their transformation progress.
Quantifiable outcome
- Clients report losing 6-13 kilos within 6-12 weeks of starting the program
- +2 more outcomes
Companies that use Transform40
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
Transform40 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Transform40 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Komune ResortcoreKomune Resort serves as the venue partner for Transform Escapes Bali wellness retreats. The world-renowned beachfront resort provides luxury accommodation and facilities for immersive fitness, mindfulness, and transformation experiences. Building on three sold-out retreats, the 2025 retreat returns to this venue.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Transform40 competitors and assessment
Company assessmentDirect peers
- F45 Training: Global functional-training and group HIIT franchise headquartered in Australia with very similar group class format, 40-minute sessions, and body-transformation positioning; direct competitor for the same Sydney consumer.
- BFT (Body Fit Training): Australian-born group strength and conditioning franchise with progressive program design and PT upsells; competes for the same Sydney member seeking coached, time-efficient group training.
- 12RND Fitness: Australian boxing-inspired group fitness franchise providing 12-round, time-efficient coached sessions; overlaps with Transform40's Boxing and HIIT classes for the same time-poor, results-driven Sydney customer.
- Fernwood Fitness: Australian women-focused fitness club chain offering group training, PT, and nutrition programs with a comparable membership-plus-coaching model across multiple Sydney locations.
- Vision Personal Training: Australian personal training studio chain offering semi-private PT, nutrition coaching, and member accountability programs in a very similar local-studio model to Transform40.
Broad incumbents
- Anytime Fitness: Large 24/7 Australian gym franchise chain with broad fitness offering across hundreds of locations; competes for overlapping suburban Sydney membership dollars but with a much wider, less specialised portfolio.
- Goodlife Health Clubs: Established Australian full-service health club chain with group classes, PT, and wellness amenities in major metros including Sydney; broader portfolio and stronger brand but less specialised than Transform40's transformation offering.
- Jetts Fitness: Australian low-cost 24/7 gym chain with a national footprint competing on convenience and price; serves an adjacent value-conscious segment but overlaps with Transform40 in suburban Sydney catchments.
Regional players
- KX Pilates: Australian reformer Pilates franchise with a comparable boutique-studio, membership-driven model; competes for the same female-skewing wellness-oriented Sydney member but with a different modality.
Emerging players
- Wattie Ink. / Fitstop: Australian functional group training franchise with a community-led positioning and HIIT/strength programming; an emerging direct competitor targeting a similar transformation-oriented Sydney demographic.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Transform40 social profiles
Digital presenceTransform40 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Transform40 leadership team
Management profileNumber of profiles
Profiles10 records
Transform40 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Transform40 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Transform40
What does Transform40 do?
Transform40 operates physical fitness studios delivering a 40-day body and mind transformation program that combines group training classes, one-on-one personal training, personalized nutrition planning, and mindset/habit coaching under the proprietary Transform40 SYSTEM methodology. Revenue is generated through recurring group training memberships, personal training packages, integrated nutrition services, and an annual Bali wellness retreat. Supporting technology includes the Transform40 Coaching App for performance tracking and accountability.
Is Transform40 a public or private company?
Transform40 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Transform40 founded?
Transform40 was founded in 2017. It employs 1 to 10 people.
Where is Transform40 based?
Transform40 is headquartered in Caringbah, Australia, in the Oceania region.
How does Transform40 make money?
Four revenue lines are on record. Group Training Memberships are the primary driver. The others are personal Training Sessions, nutrition Planning and transform Escapes Bali Retreat.
Who are Transform40's main competitors?
Direct peers on record are F45 Training, BFT (Body Fit Training), 12RND Fitness, Fernwood Fitness and Vision Personal Training. Broad incumbents are Anytime Fitness, Goodlife Health Clubs and Jetts Fitness. KX Pilates is listed as a regional player. Wattie Ink. / Fitstop is listed as an emerging player.
Does Transform40 have an API?
No public API is recorded for Transform40.
What industry is Transform40 in?
Transform40's product category is Fitness Services. Its primary akta.pro industry code is HSADAAAC, Weight Loss & Body Transformation Training, with a secondary code of HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 812191 and its SIC code is 7997.