Plus Fitness has reached a major milestone with the opening of its 200th Australian club in Mambourin, Victoria. The brand, part of the Viva Leisure Group, described the achievement as a reflection of its franchisees’ commitment and its increasing reliance on technology to strengthen operations and improve customer experience.
Gordon Martin, Director of Plus Fitness, said the expansion is about more than new facilities. It is about creating a frictionless experience for members and building systems that allow franchise owners to focus on delivering value. “Our growth represents both the trust of our franchisees and the loyalty of our members,” he said.
The company has plans for six additional locations in Victoria and New South Wales. New gyms are scheduled to open in Clyde and Footscray in Victoria, along with Belrose, Bowral, Oran Park, and Nowra in New South Wales. These sites will expand the chain’s footprint in some of the country’s fastest-growing communities.
Plus Fitness has set ambitious targets, aiming for 300 clubs and 300,000 members within five years. The strategy includes expanding in Queensland and Victoria, while also strengthening its presence in New Zealand and India. Fifty more territories in Australia have already been sold, pointing to steady growth momentum.
Central to this expansion is the introduction of technology designed to help franchisees operate more efficiently. The Digital HUB platform integrates access control, customer relationship management, and billing into a single system, giving owners real-time insight into their membership base. A new Member ID App offers keyless club entry, while an online portal enhances convenience for members and lowers costs for operators.
Martin stressed that while these tools are powerful, they are not intended to replace personal engagement. “Technology should enhance, not diminish, the human connection. Our goal is to combine great tools with passionate teams to ensure every member has a consistent and rewarding experience,” he said.
For the wider fitness industry, Plus Fitness’s 200th opening marks more than a milestone. It illustrates how disciplined franchise systems and thoughtful use of technology can support sustained growth. The coming years will show whether the chain can balance rapid expansion with its promise to keep members and franchisees at the center of its strategy.
