My First Gym

What My First Gym does

MyFirstGym (legal name: MyFirstGym; informally MFG) is an Australian franchised children's fitness club operator founded in 2017 by husband-and-wife team Dan and Erica Newton in Hawthorne, Queensland. The company delivers structured movement, sport, and physical-literacy classes for children aged 7 months to 15 years, organized into two program tracks: Junior Classes for 0-4 year-olds (Baby Explorers, Joeys, Crocodiles, Dingo Pups) focused on motor-skill development, and Senior Classes for 5-15 year-olds spanning gymnastics, ninja warrior, parkour, martial arts, dance, MFG Fit, and Fitclub. Each club runs 60+ classes per week on a single membership, allowing families to mix disciplines without separate venue fees or uniforms. The company is differentiated as a consolidated multi-discipline operator rather than a playcentre or single-sport club, with qualified coaches and outcome-based programming framed around physical literacy and screen-time displacement.

The underlying technology stack is modest and primarily customer-facing rather than core differentiator. The proprietary MyMovementBuddy platform gamifies class attendance through Movement Points, milestone tracking, and achievement celebrations, and the MyFirstGym mobile app (iOS and Android) handles bookings, schedule swaps up to four weeks in advance, and family schedule management. Back-office membership management runs on the third-party GymMaster platform; no proprietary AI/ML systems, APIs, or data products are disclosed. The business operates a franchise distribution model: as of 2024 there are 16+ locations across Queensland, New South Wales, Victoria, and the Australian Capital Territory, plus the first international site in the Cayman Islands, with Tweed (NSW) flagged as 'Coming Soon'.

Monetization is diversified across six revenue streams. Core weekly direct-debit subscriptions are priced in three tiers: Busy Kids ($24.95-$27.95/week), Active Kids ($28.95-$31.95/week), and Super Kids ($36.95-$39.95/week), with a $69 enrolment fee that is promotion-waivable and freeze options for holidays. Recurring subscription revenue is supplemented by one-time transactions for Birthday Parties (Signature, Supreme, Ultimate packages), Holiday Camps (half-day and full-day), Date Nights (evening fitness babysitting), Drop & Run (on-demand childcare), and customized School and Homeschool Programs. The customer base comprises 12,000+ enrolled parent members with no material enterprise concentration; ancillary marketing includes content marketing via co-founder Erica Newton's parenting blog, earned media in Today Show, Daily Mail, Seven News, and Courier Mail, and a Barnardos Australia charity partnership. The company is privately held, founder-owned, with no disclosed external funding.

Name

My First Gym

Legal name

MyFirstGym

Website

https://myfirstgym.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Short description

MyFirstGym is an Australian franchised children's fitness operator founded in 2017, delivering 60+ weekly classes across gymnastics, ninja warrior, parkour, martial arts, and dance to children aged 0-15 via 16+ franchise locations across Australia and the Cayman Islands, monetized through tiered weekly subscriptions and ancillary event services.

Ownership category

akta.pro rank

Product category

Children's Fitness Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Child Day Care Services (8351)

akta.pro primary industry

Youth & Teen Personal Training (HSADAAAJ)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Functional Fitness / Cross-Training Groups (HSADABAH), Life Skills & SEL Camps (Confidence, Executive Function, Social Skills) (EDAMALAO)

Keywords

• Children's fitness programs
• Kids movement classes
• Junior gymnastics training
• Children's franchise fitness
• Youth physical education

Headquarters

HQ city

Innes Park

HQ country

Australia

HQ region

Oceania

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Membership Subscriptions: Weekly direct debit memberships providing access to 60+ weekly classes. Three tiers: 1 class/week (Busy Kids), 2 classes/week (Active Kids), 3-4 classes/week (Super Kids). No lock-in contracts with freeze options for holidays.
2. Birthday Parties: Private venue hire with flexible packages (Signature, Supreme, Ultimate). Parents book exclusive access to entire facility with party hosts and coaches included. Packages accommodate 10-30 guests.
3. Holiday Camps: Half-day and full-day programs during school holidays. Provides childcare service while children participate in fitness activities.
4. Date Nights: Fitness-based babysitting service where parents drop off children for evening care while they go out. Provides recurring date night option for parents.
5. Drop & Run / Venue Hire: On-demand childcare service for errands. Also offers venue hire to local rehab providers, physios, personal trainers, and community groups.
6. School & Homeschool Programs: Customized programs for schools (PE/sports), homeschooling families, and private groups. Flexible content and packages tailored to institutional needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

MyFirstGym operates children's fitness franchise clubs delivering 60+ weekly classes including gymnastics, ninja warrior, parkour, martial arts, dance, and functional fitness programs (MFG Fit) for children aged 0-15 under a flexible subscription membership. The offering is supported by the MyMovementBuddy achievement-tracking platform and a mobile booking app. Supplementary paid services include birthday parties, holiday camps, date nights (fitness-based babysitting), Drop & Run childcare, and tailored school and homeschool physical education programs.

Product overview

MyFirstGym operates as a children's fitness franchise offering a unified membership model that provides children aged 0-15 access to 60+ weekly classes across gymnastics, ninja warrior, parkour, martial arts, dance, and functional fitness (MFG Fit). The core offering is supported by the MyMovementBuddy gamification technology that tracks achievements and Movement Points, delivered through the MyFirstGym mobile app for class booking. Supplementary services include birthday parties, date nights (fitness babysitting), holiday camps, and Drop & Run childcare, plus school and homeschooling programs. The company operates 15+ franchise locations across Australia (QLD, NSW, VIC, ACT) and internationally (Cayman Islands).

Differentiator

Problem solved

Functional benefit

Brands

• MyMovementBuddy: Technology platform that gamifies movement and allows children to track achievements and Movement Points. Integrated into the membership experience.

Products and services

• Children's Fitness Membership (Ages 0-15) Subscription membership giving children aged 0-15 access to 60+ weekly classes (gymnastics, ninja warrior, parkour, martial arts, dance, MFG Fit, yoga) under three weekly tiers (Busy Kids, Active Kids, Super Kids), with no lock-in contracts, holiday freeze, free play, and app-based booking.
• Birthday Parties Private venue hire for children's birthday parties with three package tiers (Signature, Supreme, Ultimate) accommodating 10-30 guests, with exclusive club access, party hosts, and coaches running themed activities.
• Holiday Camps Half-day and full-day school holiday programs providing supervised physical activities (ninja warrior, parkour, gymnastics, dance, martial arts) and childcare for children during school breaks.
• Date Nights Evening fitness-based babysitting service where parents drop off children for supervised active care while they go out, with a recurring date-night booking option.
• Drop & Run Flexible daytime childcare service allowing parents to drop children at the gym for supervised physical activities while they run errands, available at participating MyFirstGym clubs.
• School Programs Tailored physical education programs for schools offering gymnastics, ninja courses, PE/sports sessions, and fitness testing delivered by qualified MyFirstGym coaches, with flexible content and packages.
• Homeschooling Programs Flexible sport and PE modules designed for homeschooling families with adaptable schedules, content, and package options to meet structured physical activity requirements.

Quantifiable outcome

• 8.2% increase in member visits year-over-year in 2024
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Barnardos AustraliacoreStrategic or Co-development Partner · 1 September 2023Charity partnership to support vulnerable children. MyFirstGym aimed to raise over $30,000 to purchase a commuter van for Barnardos after-school facility, enabling transport for children to attend the Barnardos Learning Centre and access educational visits, cultural excursions, and activity-based venues including MyFirstGym. Both organizations share a mission to be 'champions' for children.
• PrezentBoxminorGTM or Marketing Partner · 1 September 2023Donated $2,000 worth of PrezentBox gift dollars for 10 families to spend on physical activities including MyFirstGym memberships. Platform enables family and friends to contribute toward children's activity memberships as gifts.
• Malo RepublicminorGTM or Marketing PartnerActivewear partner for the whole family. MyFirstGym members can use discount code 'MOVEWITHMFG' for 15% off all Malo Republic items, allowing parents and children to match outfits.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Sky Zone: Indoor trampoline and active play park chain with Australian locations targeting kids' parties, group outings, and casual active entertainment. Competes for family leisure spend and birthday-party revenue in the same geographies.
• Anytime Fitness: Largest Australian fitness franchise network with a comparable franchise distribution model and member subscription economics. Adult-only, but a useful comparator on Australian franchise unit economics, member retention tooling, and franchisee support infrastructure.
• Bounce Inc: Australian trampoline and active entertainment venue chain targeting families, kids' birthday parties, and group events. Competes for the same discretionary family entertainment wallet (especially birthday parties) and operates venues in overlapping Australian geographies.
• F45 Training: Australian-originated global fitness franchise with a comparable asset-light franchise model and rapid multi-territory expansion playbook. Adult-focused, but a structural benchmark on Australian franchise scale-up economics, training systems, and master franchise development.
• Snap Fitness: Global 24/7 franchise gym brand with Australian footprint, sharing the franchise-distributed subscription fitness model. Adult-focused, but provides a useful international franchise-scaling benchmark for MyFirstGym's international ambitions.
• Plus Fitness 24/7: Australian low-cost gym franchise competing in the same domestic market for subscription fitness dollars and franchise operator talent. Not a kids' peer, but a relevant benchmark for Australian franchise recruitment, technology stack, and member lifecycle economics.
• YMCA Australia: Major community recreation operator offering children's swim lessons, gymnastics, sports programs, and holiday camps across Australia. A broad incumbent competing for the same kids' activity and family membership dollars, especially in regional centres where MyFirstGym lacks presence.

Direct peers

• Kelly Sports: Australian franchise delivering sports coaching, multi-sport programs, and school holiday camps for primary-aged children. Direct competitor for senior children's classes, school PE contracts, and holiday camp spend across the same geographies.
• Little Kickers: UK-originated football-based program for pre-school and primary-aged children, expanded into Australia with franchise-style local classes. Comparable target customer (parents of young children) and subscription/class-based revenue model, though narrower in activity breadth.
• Ready Steady Go Kids: Australia-wide multi-sport and physical activity program for children under 6, delivered via a licensed-club model across similar age cohorts. Most direct functional competitor to MyFirstGym's junior segment with comparable franchise-style distribution and class-based offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/myfirstgymaustralia
• LinkedInlinkedin.com/company/myfirstgym
• Instagraminstagram.com/myfirstgym_australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 My First Gym