The ASX-listed Viva Leisure group, which owns Plus Fitness, is adding a new brand to its extensive portfolio. In July, the multi-brand fitness operator is unveiling its big-box fitness offer, Zoo Fit.
The brand kicks off its national rollout over the next 12 to 18 months with two sites in Western Australia – Wanneroo and Mandurah.
Zoo Fit is designed to provide high quality, affordable fitness experiences for everyday Australians. In addition to the gym, the new brand locations offer complementary experiences including a Pilates zone, recovery zone including sauna, and a supplements store.
Viva Leisure’s managing director and CEO Harry Konstantinou said the new brand addresses a genuine gap in the market.
A value brand with flexible membership options
“Zoo Fit delivers exceptional value, boasting world-class equipment, wellness and recovery offerings, and 24/7 access at a price point that makes fitness more accessible to more Australians,” Konstantinou said.
“Consumers are increasingly value conscious, but they still expect quality, flexibility and convenience. Zoo Fit has been built specifically for that shift.”
Zoo Fit memberships will start from $8.88 per week for gym access and $14.88 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 ‘Fit Fam’ membership. This enables families to train together under one flexible membership.
Starting at $24.80 per week, the ‘Fit Fam’ membership covers two adults and two teenagers (aged 13 – 17), with the ability to add up to two additional teenagers.
Viva Leisure diversifies its portfolio
The new brand is part of Viva Leisure’s diversification strategy and works to its broader vision of shaping the future of fitness.
“We believe the future of fitness is flexible, inclusive and deeply personal, and Zoo Fit is an important part of building that future,” Konstantinou said.
“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,” he said.
“Zoo Fit becomes the missing piece in our portfolio strategy and allows us to serve a broader cross-section of the market. By combining a diverse portfolio of brands with our integrated technology ecosystem, we are delivering smarter, more connected fitness experiences both in club and online,” he said.
Viva Leisure operates more than 510 locations globally and serves more than 650,000 members. It has grown rapidly since listing on the ASX in 2019 with 29 locations and 47,500 members.
Across its multiple brands, Viva Leisure operates more than 510 locations across Australia, New Zealand and India. Brands include Club Lime, Plus Fitness, hiit republic, Club Pilates, Groundup, and Supp Society, alongside strategic investments in World Gym Australia and Boutique Fitness Studios.
