How Viva Leisure’s Tech-Driven Expansion Is Reshaping Fitness Globally
Viva Leisure has grown from 29 gyms in 2019 to over 480 locations, leveraging proprietary technology and a multi-brand strategy to lead fitness innovation across Australia and beyond.
- Second-largest fitness network in Australia with 600,000+ members
- Fully owned tech stack powering operations, payments, and access
- Multi-brand portfolio spanning budget gyms to premium boutique studios
- Strategic stakes in Boutique Fitness Studios and World Gym Australia
- Global franchise expansion with SaaS platform ambitions
From Traditional Gyms to a Tech-Powered Fitness Ecosystem
Since its 2019 IPO with just 29 locations, Viva Leisure has rapidly transformed itself into Australia's second-largest fitness network, now operating over 480 locations across Australia, New Zealand, and India. What sets Viva apart is its evolution from a conventional gym operator into a vertically integrated fitness technology platform, owning proprietary systems that manage everything from member access to payments.
At the core of this transformation lies the Vivaverse, an integrated ecosystem comprising The Hub (member management), Viva Pay (a PCI-DSS Level 1 certified payment gateway processing over $300 million annually), and Access Control (custom hardware and software enabling 24/7 unstaffed gym access). This seamless technology stack not only streamlines operations but also creates significant barriers to entry for competitors reliant on third-party systems.
A Multi-Brand Strategy Serving Every Fitness Need
Viva Leisure’s portfolio spans a broad spectrum of fitness offerings. Club Lime, with 130+ corporate-owned gyms, is Australia's largest non-franchised network, allowing full control over pricing and member experience. Plus Fitness, acquired in 2020, operates over 200 franchised locations across multiple countries and serves as a scalable platform for Viva’s proprietary technologies. Premium boutique brands like GROUNDUP, Rebalance Pilates & Yoga, and Hiit Republic target niche markets seeking specialized fitness and wellness experiences.
Strategic investments further diversify Viva’s footprint. The company holds a 34% stake in Boutique Fitness Studios, the master franchisee for Xponential Fitness brands in Australia and New Zealand, and a 25% stake in World Gym Australia, with options for full ownership. These partnerships enable technology integration and recurring revenue streams without the capital intensity of direct ownership.
Innovating Casual Access and Ancillary Revenue Streams
Viva Leisure is pioneering new ways to engage casual fitness users through digital products like Fling Pass, launched in June 2025. This app offers flexible, non-membership access to hundreds of gyms, functioning as an 'Uber Eats' for fitness. Complementing this are high-margin ancillary businesses such as digital signage networks, vending machines generating over $3 million annually, and Supp Society, an online supplement store with flexible payment options including cryptocurrencies.
Global Ambitions and Future Growth Drivers
Looking ahead, Viva Leisure aims to expand its franchise model internationally, targeting markets in the UK, Singapore, Hong Kong, the Philippines, and India. The company plans to commercialize its technology stack as SaaS offerings to other fitness operators, positioning itself as a leading fitness infrastructure platform in the Asia-Pacific region. Additionally, Viva is integrating wellness services like infrared saunas and ice baths into its premium clubs, responding to growing consumer demand for holistic health experiences.
With multiple ISO certifications and a commitment to sustainability, security, and operational excellence, Viva Leisure is not just growing in scale but also setting new industry standards. Its data-driven approach and AI-powered personalization promise to enhance member engagement and lifetime value, reinforcing its competitive edge.
Bottom Line?
Viva Leisure’s blend of technology, multi-brand diversity, and international expansion positions it as a fitness industry innovator to watch closely.
Questions in the middle?
- How quickly can Viva Leisure convert its minority stakes into full ownership of key franchise groups?
- What is the timeline and market reception for commercializing the Vivaverse technology as SaaS to external operators?
- How will emerging wellness trends and AI-driven personalization impact member retention and revenue growth?