Australia’s fast-growing fitness network, Viva Leisure, is adding a low-cost gym brand to its already extensive portfolio. The Zoo Fit rollout starts in July with two launches.
This represents the next phase of Viva Leisure’s multi-brand strategy, which spans premium, mid-market and boutique fitness offerings across Australia, New Zealand and India.
Western Australia is being targeted initially due to strong population growth, increasing health and wellness participation, and Viva Leisure’s existing operational footprint in the state. There will be a broader national rollout over the next 12 to 18 months.
Viva Leisure managing director and CEO, Harry Konstantinou, said Zoo Fit was designed to address a gap in the market: “We already operate premium and mid-market brands successfully, but we identified an opportunity to create a dedicated low-cost, high-value proposition that reflects changing consumer expectations.
“WA is one of the strongest growth opportunities in the country for fitness, and we saw a clear gap in the market for a genuinely value-led offering that doesn’t compromise on experience. Consumers are increasingly value conscious, but they still expect quality, flexibility and convenience. Zoo Fit has been built specifically for that shift.
“It is also part of our diversification strategy. By not limiting ourselves to one category or demographic, we’re de-risking growth and building a brand that drives long-term performance for our members, franchisees and shareholders.”
The concept includes a large gym floor, as well as wellness and recovery offerings, including reformer Pilates, saunas and hydromassage chairs. Memberships will start from AUS$8.88 (US$6.35, £4.73, €5.46) per week for gym access and AUS$14.88 (US$10.64, £7.93, €9.15) per week for gym and wellness access.
In a first of its kind in the Australian fitness industry, Zoo Fit will also be offering a family membership. Starting at $24.80 per week, the Fit Fam membership covers two adults and two teenagers (aged 13 to 17), with the ability to add up to two additional teenagers.
Operating more than 510 locations globally and serving more than 650,000 members, Viva Leisure has grown rapidly since listing on the Australian Stock Exchange in 2019 when it had 29 sites and 47,500 members.
The portfolio currently includes Club Lime, Plus Fitness, HIIT republic, Club Pilates, Ground Up and Supp Society, alongside strategic investments in World Gym Australia and Boutique Fitness Studios, which has the New Zealand and Australia master franchise for Club Pilates, CycleBar, StretchLab and Rumble.
Konstantinou was previously in IT and the company’s growth strategy is underpinned by its proprietary fitness technology ecosystem including Viva Pay, The Hub, Access Control and Fling Pass.
