Viva Leisure has launched a refreshed corporate brand and published 'The Viva Story,' outlining its transformation into a global, technology-driven fitness ecosystem.
- Launch of new corporate brand 'Shaping the Future of Fitness'
- Publication of 'The Viva Story' detailing strategic evolution
- Expansion to nearly 500 locations across five regions
- Integration of proprietary technology platforms powering operations
- Multi-brand and multi-modality approach with strategic acquisitions
A New Chapter for Viva Leisure
Viva Leisure Limited (ASX, VVA), once a single gym operator, has unveiled a new corporate brand and released an in-depth document titled 'The Viva Story' that chronicles its remarkable evolution. From its modest beginnings in 2004, the company now boasts nearly 500 locations spanning Australia, New Zealand, India, Southeast Asia, and the United Kingdom, serving over 600,000 members.
CEO and Managing Director Harry Konstantinou described the refreshed brand, 'Shaping the Future of Fitness,' as a signal of Viva Leisure’s transition from a traditional gym business to a broader, technology-driven fitness and wellness ecosystem. This repositioning reflects the company’s ambition to leverage its proprietary technology and diversified brand portfolio to deliver scalable innovation across multiple geographies and fitness modalities.
Technology at the Core
Central to Viva Leisure’s strategy is its vertically integrated technology stack, including platforms such as The Hub, Viva Pay, and Access Control. These systems provide real-time operational visibility and seamless integration across its network, enabling efficient management of both corporate-owned and franchised locations. This technological foundation supports a growing transactional ecosystem branded as the Vivaverse, which includes offerings like Fling Pass, Flex Pass, and Supp Society; initiatives designed to generate high-margin revenue streams beyond traditional gym memberships.
A Multi-Brand, Multi-Modality Approach
Viva Leisure’s portfolio includes well-known brands such as Club Lime, Plus Fitness, GROUNDUP, Rebalance, and hiit republic. The company strategically deploys these brands through a combination of corporate ownership, franchises, and investment partnerships. Recent acquisitions, including Boutique Fitness Studios and World Gym Australia, further extend its footprint into premium and boutique fitness markets, aligning closely with its technology and monetisation roadmap.
By integrating physical infrastructure with digital innovation, Viva Leisure aims to create a self-sustaining ecosystem that supports long-term growth and resilience. The company’s approach reflects a broader trend in the fitness sector, where technology and diversified service offerings are increasingly critical to capturing and retaining members.
Looking Ahead
With its updated corporate branding and comprehensive strategic narrative, Viva Leisure is positioning itself as a global player in the fitness and wellness industry. The company’s emphasis on technology, scale, and diversified revenue streams suggests a clear pathway for sustainable growth. However, the announcement stops short of providing detailed financial guidance or specific timelines for its international expansion, leaving some questions open for investors and analysts.
Bottom Line?
Viva Leisure’s transformation signals a new era of tech-driven growth, but the market will watch closely for execution and expansion milestones.
Questions in the middle?
- How will Viva Leisure’s proprietary technology platforms impact member acquisition and retention?
- What are the financial implications and timelines for the company’s international expansion?
- How will competitors respond to Viva Leisure’s multi-brand, technology-integrated ecosystem?