The gym business isn't just flexing anymore; it's reinventing itself.
- Viva Leisure rebrands to reflect a fitness ecosystem growth.
- New Fling Pass app offers flexible access to over 400 gyms.
- Company serves over 600,000 members across multiple countries.
Viva Leisure, Australia’s only ASX-listed fitness operator, has unveiled a bold new corporate brand that marks its evolution from a traditional gym business to a fully integrated fitness ecosystem. Under the tagline “Shaping the Future of Fitness,” the company’s rebrand reflects its broader vision to deliver smart, scalable, and globally relevant solutions across the wellness space.
Led by CEO and Managing Director Harry Konstantinou, Viva Leisure now manages a portfolio of brands that serve over 600,000 members across Australia, New Zealand, and India, with rapid growth extending into Asia and the United Kingdom. Its core fitness brands include Club Lime, Plus Fitness, Hiit Republic, Rebalance, and GroundUp. The company also operates Supp Society, a supplement brand, and holds strategic equity stakes in Boutique Fitness Studios (34%)—the master franchisee for Club Pilates, Rumble, Stretch Lab, and CycleBar—and in World Gym Australia (25%).
With this rebrand, Viva Leisure is emphasizing its transition from bricks-and-mortar operations to a technology-enabled business model. It has built and deployed its own proprietary platforms including The Hub, Viva Pay, and a custom Access Control system, streamlining both operations and the member experience. These internal innovations allow Viva Leisure to scale efficiently while maintaining control over its digital infrastructure.
A centerpiece of the company’s new approach is the launch of Fling Pass, a mobile app designed to offer flexible, pay-as-you-go access to more than 400 gym locations. Through the app, users can select from a range of access options—single-day, 3-day, 7-day, 14-day, or 30-day passes—without committing to a full membership. The platform initially covers Club Lime and Plus Fitness sites, with World Gym Australia expected to join soon. This initiative aligns with contemporary consumer preferences for convenience and choice, and offers a compelling alternative to traditional long-term gym contracts.
Viva Leisure’s strategic expansion is also notable. In addition to strong growth across its core markets, the company has signed new international agreements that extend the Plus Fitness brand into Singapore, Hong Kong, the Philippines, and the UK. It has also renewed its master franchise agreement in India and deepened its collaborations with partners in boutique and high-performance segments.
By repositioning itself as a comprehensive fitness ecosystem with proprietary technology, multi-brand reach, and global scalability, Viva Leisure is charting a new course in the wellness industry. Its focus on innovation, accessibility, and community engagement positions the company to lead a new generation of fitness solutions—designed not just to meet demand, but to shape it.
Key Facts:
| New branding | Viva Leisure introduced a new corporate brand signaling its evolution into a smarter fitness ecosystem. |
|---|---|
| Membership base | The company serves over 600,000 members across Australia, New Zealand, and India. |
| Fling Pass launch | A no-membership app that allows access to more than 400 fitness locations. |
| Ownership stakes | Viva holds a 34% stake in Boutique Fitness Studios and a 25% stake in World Gym Australia. |
| Target demographic | The company aims to cater to diverse demographics by offering varied fitness services and facilities. |
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