ASX-listed health and fitness operator Viva Leisure has rolled out a new corporate brand as part of its ongoing digital transformation and diversification strategy. The company, which owns a variety of fitness and wellness brands such as Club Lime, Plus Fitness, Rebalance, and GroundUp Wellness, is positioning itself as a comprehensive fitness ecosystem.

"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," said CEO and Managing Director Harry Konstantinou.

Viva Leisure's portfolio extends beyond traditional gym offerings, including ownership of Supp Society and stakes in Boutique Fitness Studios and World Gym. The company operates nearly 500 locations and serves over 600,000 members across Australia, New Zealand, and India. Its technology infrastructure includes a member management system, payments platform, and access control systems, all managed in-house.

"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," Konstantinou stated.

In addition to its existing operations, Viva Leisure has launched a new digital product, the Fling Pass. This product allows users to purchase passes for multiple locations without committing to a membership, reflecting the company's commitment to accessibility and flexibility in fitness offerings.

The company's international expansion plans include entering markets in Singapore, Hong Kong, the Philippines, and the UK. Viva Leisure has also renewed its India Master Franchise agreement, further solidifying its presence in the region.

Viva Leisure's technology stack is designed to provide real-time data and insights, which the company claims enhance decision-making and member experiences. "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," said Konstantinou.

The company aims to make health and fitness accessible across various market segments, offering affordable and high-quality facilities. "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," said Konstantinou.