Genesis hits 25 year milestone

Genesis hits 25-year milestone / Inside Franchise Business Executive

Genesis Health + Fitness is celebrating 25 years since opening its first site in Victoria back in 1997 and cites its welcoming attitude for its success.

CEO Ian Jensen-Muir said “A quarter of a century helping people achieve their wellness goals – we are proud and very honoured to reach this milestone. Wrapped up in these 25 years are countless stories of members building confidence, overcoming health challenges, regaining their strength and finding happiness and we are so lucky to have been part of those journeys.

“We have grown from a single club in Ringwood to an industry leader with 40 locations across Australia, and we’re still growing.”

Today the gym chain employs more than 740 staff, has at least 60,000 members and runs more than 1,100 classes each week.

Jensen-Muir said the 25th anniversary is a major milestone and there is more innovation in the pipeline.

“We have a lot of exciting developments in progress. Some will involve technology, while others will see us returning to our roots and what it is that people love about the gym experience,” he said.

“It’s a fitting time to stop and acknowledge how far the brand has come, the challenges we’ve faced and the opportunities we’ve embraced to see us standing here today as one of the leading gym franchises in the country. This is thanks to our dedicated head office team, passionate franchisees and extended network of caring and energetic trainers and support staff who are on the ground with our members every day.”

Genesis shifted its model to become 24/7 in 2015. Two years later the business launched the Coaching Zone small group training format. In 2021 Genesis rolled out Reformer Pilates.

One of the long-standing franchisees is John Pirlo who purchased his first Genesis franchise in 2007. Today he has a portfolio of nine sites, including a recent Port Macquarie conversion. Pirlo also launched the Ninja Parc concept with Genesis and its spin-off  Ninja Parc Base.

“Genesis is the gym for everybody – not just because we say we are, it’s because that’s the welcoming environment we’re creating in each of our clubs every single day,” said Pirlo. “You have 91-year-olds working out next to 19-year-olds and nobody feels out of place. Our clubs are friendly and offer a real range of classes and equipment so that everyone can find something that works for them, whatever their goal may be,” he said.

“Franchisees are also really well supported by the Genesis head office team and the network’s growth has always been steady and strategic, not just a blind rush to get another site open.”

Genesis Health + Fitness sits in the Belgravia Health and Fitness portfolio.