Viva Leisure corporate rebranding reflects its tech-enabled fitness, health and wellness portfolio

June 19, 2025

ASX-listed health club and facility operator Viva Leisure has launched a bold new corporate brand to reflect its ongoing diversification and investment in technology.

From a single club in 2004 to nearly 500 locations today, Viva Leisure has built a multi-brand offering that serves more than 600,000 members across Australia, New Zealand, and India – with recent expansion into Asia and the UK.

Harry Konstantinou, Chief Executive and Managing Director of Viva Leisure Limited notes “our new brand is ‘Shaping the Future of Fitness’ and signals the evolution of Viva Leisure from a gym business into a fitness ecosystem - one that is smart, scalable and globally relevant.”

Diverse portfolio of brands for every body
The fitness industry is rapidly evolving driven by shifting consumer expectations, rising health awareness, and increased demand for fitness experiences. Viva Leisure’s multi-brand suite is future-proofed delivering the full spectrum of fitness experiences – across affordable gyms, premium and luxury boutique studios and franchised clubs.

Konstantinou adds “our mission is to make health and fitness accessible to as many people as possible. We achieve this by having a presence across every major segment of the fitness market offering affordable, high-quality facilities that are designed to inspire and cater to a wide range of preferences.”

Viva Leisure wholly owns gym brands Club Lime and Plus Fitness, plus Hiit Republic, as well as Rebalance offering Pilates and yoga, GROUNDUP offers reformer, barre, Pilates and yoga plus wellness products like infra-red saunas, ice baths, red-light therapy as well as Supp Society, Viva Leisure’s dedicated supplements product and online store. Furthermore, Viva Leisure has a 34% stake in Boutique Fitness Studios, the Australian and New Zealand Master Franchisee for Xponential Fitness (NYSE:XPOF) brands including Club Pilates, Rumble, Stretch Lab, and CycleBar. In December 2024, it also acquired a 25 percent stake in the World Gym Australia Master Franchisor.

Owned integrated technology ecosystem
A core differentiator is Viva Leisure’s ownership of its technology and infrastructure, including The Hub (custom-built member management system), Viva Pay (secure and scalable payments platform), and its intelligent Access Control systems.

Konstantinou explained “we manage technology, access control, and billing systems in-house, eliminating reliance on third parties and mitigating risks associated with external dependencies. This self-sufficient approach ensures seamless operations, scalability, and consistency across all locations.”

The stack provides real-time data and insights, empowering Viva Leisure and its franchise network to make faster, smarter decisions, unlocking efficiencies, enhancing member experiences, and driving scalable growth.

Fling Pass
Launched this month, Fling Pass is the brand’s newest digital product redefining casual fitness. Fling gives users instant, app-based entry to over 400 locations across Club Lime and Plus Fitness, with World Gym locations joining soon. Fling doesn’t require a membership. Users simply download the app, choose a location, and purchase a single, 3, 7,14, or 30-day pass.

International expansion reaching untapped markets to drive growth
In 2024, Viva Leisure’s Plus Fitness division announced major international expansion plans, signing agreements to enter Singapore, Hong Kong, the Philippines, and the United Kingdom. It also renewed its India Master Franchise agreement for an additional 10 years.

As the only ASX-listed operator in the sector, with strategic franchise growth, acquisitions, and global partnerships, Viva Leisure is positioned as one of the most agile and forward-focused companies in the global wellness sector.

“We believe everyone deserves the opportunity to feel stronger, healthier, and more connected. By not limiting ourselves to one category of demographic, we’re de-risking growth and building a brand that drives long-term performance for our members, our franchisees and our shareholders,” concluded Konstantinou.

For more information visit: Viva Leisure

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