Viva Leisure is on the move.
What’s happening: The Aussie fitness operator inked a master franchise deal for its HVLP gym Plus Fitness in the UK, with the first site set to debut this year.
Sizing up. With 200+ Plus Fitness gyms across Australia, New Zealand, and India, the UK joins developments in Singapore, Malaysia, and the Philippines.
Groundwork. Servicing boutique, budget, and high-end segments, Viva operates flagship gym Club Lime, women’s-only concept Club Pink, and studios HIIT Republic, Psycle Life, and GroundUp.
Buying, building, and licensing, it recently became the second-largest operator in Australia.
- It bought eight health clubs in Western Australia, adding 20K members to Club Lime.
- Viva acquired a 34% stake in Boutique Fitness Studios, the AUS/NZ master franchisee of Xponential Fitness brands Rumble, Club Pilates, CycleBar, and StretchLab.
- In December, it took a 25% stake in World Gym Australia, boosting its regional presence.
On trend, it introduced contrast therapy studio GroundUp Wellness last year, co-located with its namesake Pilates concept.
Looking ahead: Viva Leisure views the UK as a solid route to growth. But with budget operators The Gym Group and PureGym making gains, Plus Fitness must exercise its value to make a real impact.
