Fernwood Fitness is preparing to enter the Indonesian market with plans to open its first club in Jakarta, marking the beginning of the company’s Southeast Asian expansion strategy. Chief Executive Officer Belinda Amis said Indonesia offers the strongest opportunity for growth in the region, particularly because the fitness landscape there remains largely male-oriented. The company believes its women-only model is well positioned to meet the needs of female consumers who seek a comfortable, culturally aligned environment to exercise.
The Jakarta club will be developed through a local partnership, with Fernwood overseeing early operations before transitioning control to the Indonesian partner within the first year. Amis noted that consultants are already identifying potential sites, and the company aims to finalize an agreement by the second quarter of next year. She added that the long-term vision involves scaling the concept across Indonesia once the first club demonstrates proof of model.
In Australia, Fernwood continues to record strong profitability supported by new revenue streams and robust franchisee engagement. According to Amis, more than fifteen franchisees are already eager to expand, with several locations awaiting final approval. The brand has also optimized its footprint by reducing club size while preserving its full suite of fitness services, a shift that has maintained unit economics and improved accessibility to more real estate opportunities.
The business model has become increasingly attractive to landlords because of Fernwood’s all-female audience and its practice of retaining the head lease, which reduces risk for property owners. The company is on track to open its 75th club early next year, positioning Fernwood for continued momentum at home while accelerating its move into Southeast Asia. The Indonesian launch is expected to set a blueprint that could influence further regional expansion in the years ahead.
