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Plus Fitness owner Viva Leisure (ASX: VVA) is entering the value fitness segment with the launch of Zoo Fit, a new low-cost gym brand that will open its first two locations in Western Australia in late July.
The Canberra-headquartered company, Australia's second-largest fitness network, has earmarked Wanneroo and Mandurah as the inaugural Zoo Fit sites, marking a significant push into WA as part of a broader national rollout planned over the next 12 to 18 months.
The launch adds a value-oriented tier to a portfolio that already spans more than 510 locations and 650,000 members across brands including Plus Fitness, Club Lime, Hiit Republic, and Pinnacle Strength.
This is up from 29 locations and 47,500 members at the time of Viva Leisure's 2019 ASX listing.
Viva Leisure CEO Harry Konstantinou says the WA launch for Zoo Fitness is backed by the strong fundamentals that are currently supporting the state's economic growth trajectory.
“WA is one of the strongest growth opportunities in the country for fitness, and we saw a clear gap in the market for a genuinely value-led offering that doesn’t compromise on experience,” says Konstantinou.
“Zoo Fit delivers exceptional value boasting world-class equipment, wellness and recovery offerings, and 24/7 access at a price point that makes fitness more accessible to more Australians.”
Konstantinou says the new brand is part of a deliberate strategy to diversify the company's portfolio and de-risk its growth model by operating across multiple price points and demographics.
Zoo Fit memberships will start from $8.88 per week for gym access and $14.88 per week for a combined gym and wellness package.
The brand will also offer what Viva Leisure describes as a first-of-its-kind "Fit Fam" family membership from $24.80 per week, covering two adults and two teenagers.
“We already operate premium and mid-market brands successfully, but we identified an opportunity to create a dedicated low-cost, high-value proposition that reflects changing consumer expectations,” says Konstantinou.
“Consumers are increasingly value conscious, but they still expect quality, flexibility and convenience. Zoo Fit has been built specifically for that shift.”
The Zoo Fit launch comes on the heels of an upgraded earnings outlook for Viva Leisure which has lifted its FY26 statutory net profit after tax guidance to more than $12 million, up from the previous target of more than $11.5 million.
Total network memberships have reached 680,000, up 9.5 per cent on FY25's 620,902, with corporate clubs operating at around 80 per cent portfolio utilisation and averaging about 1,330 members per club.
Viva Leisure has more than 100 committed franchise and corporate locations still to open, with more than 30 expected to launch in the first half of FY27.
Konstantinou has characterised FY26 as "a year of disciplined execution and earnings expansion" and signalled a re-acceleration of greenfield rollouts from FY27.
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