XL FITNESS
XL Fitness operates a single premium, tech-enabled gym in Mulgrave, Victoria, Australia, serving serious fitness enthusiasts and beginners through subscription memberships with NFC wristband tracking, gamified leaderboards, and a proprietary mobile app, supplemented by a branded apparel line.
- Company typePrivate
- Founded2025
- HeadquartersMulgrave, Australia
- Headcount—
- GTM typeB2C
- OfferingServices
What XL FITNESS does
XL Fitness operates a single premium physical gym facility in Mulgrave, Victoria, Australia, marketed as the country's first tech-enabled gym. The core product is a subscription membership (weekly at AUD 35 foundation / AUD 45 standard, or annual at AUD 28/week) that grants access to commercial-grade equipment, sauna, ice bath, recovery area, and member lounge, with structured onboarding and quarterly body composition scans included. Members authenticate and log workouts via an NFC wristband system integrated at every station; data flows into in-gym leaderboards and a proprietary iOS/Android app that tracks personal bests, volume, consistency streaks, and allows HBOT session booking.
The business operates a direct-to-consumer model with self-serve online signup, a 14-day money-back guarantee, and no lock-in contracts. Acquisition runs through paid social and search across Meta, Google, and TikTok, with email and SMS automation for retention. A secondary revenue line is the XL Apparel sub-brand, sold via Shopify storefront with international shipping, featuring branded tees, hoodies, tanks, and limited-edition collaboration pieces. The company also uses GymMaster for membership management and Stripe/PayPal for payments.
XL Fitness was founded in 2025 by operators with over a decade of commercial gym fit-out experience and remains privately held, bootstrapped, and single-site with five employees and over 500 members. Future plans include a 20m lap pool, expanded wellness facilities, and a longevity zone, suggesting potential within-site product line extension rather than geographic expansion at this stage.
XL FITNESS firmographics
Firmographics- Name
- XL FITNESS
- Legal name
- XL FITNESS AUSTRALIA
- Website
- https://xlfitness.com.au
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Short description
- XL Fitness operates a single premium, tech-enabled gym in Mulgrave, Victoria, Australia, serving serious fitness enthusiasts and beginners through subscription memberships with NFC wristband tracking, gamified leaderboards, and a proprietary mobile app, supplemented by a branded apparel line.
- Ownership category
- akta.pro rank
XL FITNESS industry classification
Industry- Product category
- Fitness Centers
- NAICS
- Fitness and Recreational Sports Centers (713940), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
- akta.pro secondary industries
- Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Yoga, Pilates & Studio Wear Retail (CRAMACAE)
Keywords
Where XL FITNESS is headquartered
LocationHeadquarters
- HQ city
- Mulgrave
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
XL FITNESS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Gym Membership Subscriptions: Weekly and annual subscription-based memberships providing full access to XL Fitness facility including gym floor, sauna, ice bath, recovery area, and member lounge. Revenue is recurring and predictable.
- Apparel Sales: One-time product sales of branded gym apparel including hoodies, t-shirts, tank tops, singlets, and accessories. Sold through e-commerce storefront.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Weekly Membership - $35/week (discounted foundation rate) |
| Subscription | Annual | Annual Membership - $28/week when paying upfront (20% savings) |
| Subscription | Weekly | Standard Weekly Rate (post-foundation) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
XL FITNESS product offering
Product offeringCore offering
XL Fitness operates a single premium, tech-enabled gym facility in Mulgrave, Victoria (Australia), selling weekly and annual memberships that grant access to commercial-grade strength equipment, sauna, ice bath, recovery area, and member lounge. The membership includes proprietary NFC wristband workout tracking at every station, a gamified leaderboard system, an iOS/Android mobile app for progress tracking, structured onboarding, and quarterly body composition scans. The company also sells branded gym apparel (t-shirts, hoodies, tanks, singlets, and accessories) through a Shopify e-commerce storefront.
Product overview
XL Fitness operates as Australia's first tech-enabled gym, combining a premium physical training facility with integrated digital products. The core offering is gym membership (weekly at $35/week or annual at $28/week) providing access to the Mulgrave, Victoria facility featuring commercial-grade equipment, sauna, ice bath, and recovery areas. The tech platform consists of proprietary NFC wristband workout tracking integrated at every gym station, paired with gamified leaderboards (daily and all-time Top 100) and a mobile app (iOS/Android) for progress tracking and HBOT session booking. Physical membership includes structured onboarding, body composition scans, and priority access to facility upgrades. The product portfolio also includes the XL Apparel sub-brand selling branded workout apparel (t-shirts, hoodies, tanks, singlets, and collaboration pieces like Vice City and San Andreas Lifting Club tees), plus gym accessories like towels. The gym plans future expansion including a 20m lap pool, expanded wellness facilities, and longevity zone with advanced recovery equipment.
Differentiator
Problem solved
Functional benefit
Products and services
- XL Fitness Gym Membership Recurring gym membership for individuals granting access to the Mulgrave, Victoria facility including commercial-grade equipment, sauna, ice bath, recovery area, member lounge, NFC wristband workout tracking, mobile app access, structured onboarding, and quarterly body composition scans. Sold via self-serve website signup with weekly ($35 foundation / $45 standard) or annual ($28/week equivalent) billing options.
- XL Fitness Apparel - Muscle Tank Heavy weight 220 GSM 100% combed cotton sleeveless tank with hemmed armhole edges and neck ribbing, preshrunk to minimise shrinkage. Part of the XL Fitness branded apparel collection sold through the Shopify storefront.
- XL Fitness Apparel - Established Tee Heavy weight 280 GSM t-shirt made from 100% carded cotton, part of the Established collection apparel line sold through the XL Fitness Shopify storefront.
- XL Fitness Apparel - Established Hood 320 GSM hoodie made from 80% cotton and 20% recycled polyester fleece with relaxed fit, drop shoulder, kangaroo pocket, and ribbed sleeve cuffs. Part of the XL Fitness branded apparel collection.
- XL Fitness Apparel - Ribbed Singlet Heavy weight 330 GSM singlet made from 95% organic cotton and 5% spandex with embroidered design, double needle hem, preshrunk. Part of the XL Fitness branded apparel collection.
- XL Fitness Apparel - Retro Tee 100% cotton relaxed fit t-shirt with dropped shoulders and wide neck ribbing. Part of the XL Fitness branded apparel collection sold through the Shopify storefront.
- Vice City Lifting Club Tee Pre-order collaboration apparel tee available in black, white, and pink color options. Made to order with additional production and shipping time as part of the XL Fitness Lifting Club collaboration series.
- San Andreas Lifting Club Tee Pre-order collaboration apparel tee available in gray, black, and white color options. Made to order as part of the XL Fitness Lifting Club collaboration series.
- Assorted Plain Gym Towel Quick-drying gym towel measuring 120cm x 60cm, available in random assorted colors. Sold through the XL Fitness Shopify storefront as a gym accessory.
Quantifiable outcome
- Membership numbers are capped to protect space, access to equipment, and overall training environment
Companies that use XL FITNESS
Customer profileSegments2 records
Ideal customer profiles2 records
XL FITNESS technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
XL FITNESS partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
XL FITNESS competitors and assessment
Company assessmentDirect peers
- BFT (Body Fit Training): Australian-origin tech-enabled group training franchise using heart-rate tech and structured programming. Closest functional analog to XL Fitness's tech-gym positioning within the same Australian market.
- Fitness First Australia: Major premium multi-site gym operator in Australia with similar target customer (fitness enthusiasts willing to pay above-market weekly rates) and comparable facility amenities.
- CityAthletica: Melbourne-based premium training facility competing head-to-head in the same metro region on quality equipment, design, and experience differentiation.
- Goodlife Health Clubs: Established Australian premium gym chain operating ~80 clubs nationwide. Same weekly subscription model and serious-fitness target segment as XL Fitness.
- Jetts Fitness: Australia's largest 24/7 budget gym operator with similar weekly subscription cadence and cancellation-friendly terms. Competes on price/access rather than premium experience.
Broad incumbents
- Anytime Fitness Australia: Global franchise with hundreds of 24/7 Australian locations. Broad fitness offering overlapping XL Fitness at the consumer subscription level, but no technology differentiation.
- F45 Training: Australian-origin global boutique fitness brand with hundreds of studios nationwide. Targets similar fitness-serious customer but delivers coaching-led group workouts rather than self-serve gym with tech tracking.
- World Gym Australia: Long-established Australian gym chain with comparable hardcore/serious-trainer positioning and competitive pricing tiers. Operating in same market with broader multi-site network.
Others
- Snap Fitness Australia: Mid-tier 24/7 franchise chain focused on convenience and accessibility rather than premium experience. Competes for the same consumer wallet share at a different price tier.
- Plus Fitness 24/7: Australian 24/7 budget gym franchise with comparable nationwide rollout strategy. Adjacent positioning serving price-sensitive fitness consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
XL FITNESS financial estimates
Financial estimateRevenue estimate
Valuation estimate
XL FITNESS leadership team
Management profileNumber of profiles
XL FITNESS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
XL FITNESS 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 XL FITNESS
What does XL FITNESS do?
XL Fitness operates a single premium, tech-enabled gym facility in Mulgrave, Victoria (Australia), selling weekly and annual memberships that grant access to commercial-grade strength equipment, sauna, ice bath, recovery area, and member lounge. The membership includes proprietary NFC wristband workout tracking at every station, a gamified leaderboard system, an iOS/Android mobile app for progress tracking, structured onboarding, and quarterly body composition scans. The company also sells branded gym apparel (t-shirts, hoodies, tanks, singlets, and accessories) through a Shopify e-commerce storefront.
Is XL FITNESS a public or private company?
XL FITNESS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was XL FITNESS founded?
XL FITNESS was founded in 2025.
Where is XL FITNESS based?
XL FITNESS is headquartered in Mulgrave, Australia, in the Oceania region.
How does XL FITNESS make money?
Two revenue lines are on record. Gym Membership Subscriptions are the primary driver. The others are apparel Sales.
Who are XL FITNESS's main competitors?
Direct peers on record are BFT (Body Fit Training), Fitness First Australia, CityAthletica, Goodlife Health Clubs and Jetts Fitness. Broad incumbents are Anytime Fitness Australia, F45 Training and World Gym Australia. Others are Snap Fitness Australia and Plus Fitness 24/7.
Does XL FITNESS have an API?
No public API is recorded for XL FITNESS.
What industry is XL FITNESS in?
XL FITNESS's product category is Fitness Centers. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of EDALAIAE, Group Fitness, Personal Training & Wellness Coaching. Its NAICS code is 713940 and its SIC code is 7997.