Fitness First Australia is upgrading its experience.
Fresh look. The Aussie gym chain owned by Fitness & Lifestyle Group launched a new A$8M flagship in Melbourne.
Embracing demand for holistic wellness, the club debuted recovery concept Revive, a 250-square-meter zone featuring infrared saunas, cold therapy, massage guns, and compression boots.
After gauging user feedback, popular elements will be incorporated into the brand’s 50 clubs.
New strengths. Along with its Techogym-equipped gym floor, FF offers four dedicated boutique studio spaces, including its own reformer Pilates modality, Reform.
It’s also the first site in Australia to host Les Mills Ceremony, a functional strength training program, in a PLAE-outfitted performance space.
Punchline: Fitness looks different these days, and clubs need to adapt. From Life Time’s longevity clinics to Love.Life’s recovery membership to David Lloyd’s wellness expansion, Fitness First’s flagship is another example of innovation to come.
