The opening of Plus Fitness Mambourin last month marked a milestone for the brand, which has seen its trajectory turbo-charge since its 2020 acquisition by ASX-listed company Viva Leisure. Mambourin marks 200 clubs opened with around 200,000 members and more sites in the pipeline across Victoria and New South Wales. For Australian gym owners, a notable takeaway is how the brand has achieved growth of this scale without losing touch with the people on the other side of the turnstile. So, how has Plus Fitness managed to get the boring things right, allowing the meaningful things to shine?
When we spoke with Gordon Martin, Director of Plus Fitness, what stood out was that there was no magic lever, but rather, a steady philosophy repeated in different ways. Technology exists to clear the path. People do the work that makes members stay. Gordon’s words sit inside a bigger narrative that any Australian operator can recognise and apply to their own fitness studio, regardless of its size.
We also asked some Plus Fitness franchisees about their individual experiences owning a piece of the pie and how the systems in place support their own business success.
Gordon Martin, General Manager Franchising at Viva Leisure.
Using technology to do the heavy lifting, but humans to do the connecting
The same restraint runs through Plus Fitness’ broader view of technology. Apps and automation should remove friction. They should not become the main event. Gordon frames it as a straightforward division of labour.
“We see technology as the enabler, not the replacement, of relationships. Tools like KeepMe and our HUB handle the heavy lifting of things like segmenting data, scheduling follow-ups, and streamlining workflows. This means our teams can spend less time behind a desk and more time talking to members, supporting their goals, and creating that sense of belonging. Members get convenience from our app and online portal, but it’s the face-to-face encouragement from staff that makes them stay.”
That last line is the crux. The Member ID App and Member Portal make access and admin easy. The HUB schedules nudges and tidies the back office. What the member remembers is a person who noticed – the trainer who asked the right question at the right time, or that receptionist who celebrated a small win.
It doesn’t always have to be drop-off in attendance that flag individual attention either. Don’t underestimate the “warm and fuzzies” that get conveyed when you acknowledge loyalty or commitment. “I realised you’ve been with us for a year now – thanks for sticking around” or “Did you know you’ve attended 100 classes? Well done!” can foster a real sense of community within a membership.
If your own operation is drowning in dashboards, it may be worth choosing one north star that proves your tech is doing its job. If automation is actually freeing people up, there should be a noticeable increase in hours on the floor per staff member each shift.
Graham Parker has been a Plus Fitness franchisee since 2011 and now operates three clubs on the NSW Central Coast. He has seen the benefits of how technology and customised systems change the way his businesses operate day-to-day. “The best part about the HUB and by extension KeepMe is the fact it’s been built for us, its specific to our needs and also scalable to be able to be built upon and move with the ever-changing tech and needs of the business and consumer.”
Graham Parker, Plus Fitness franchisee.
Getting proactive rather than reactive around member retention
Retention has long been the industry’s puzzle. Most clubs know it matters, yet many only truly focus on it when a member asks to cancel. Plus Fitness decided to move that moment upstream. The network rolled out KeepMe to spot wobbling engagement early and prompt the right kind of follow up. Here’s the “a-ha” moment… the intent is not to automate relationships, but to make them more targeted and more timely.
“KeepMe has changed the way our franchisees think about retention. Instead of waiting until a member cancels, the system identifies “at-risk” members early and prompts timely, proactive outreach – whether that’s a call, a check-in email, or an offer to try personal training. The big shift is that communications are now segmented and personalised, rather than one-size-fits-all, which members respond to much more positively.
We are seeing improvements in member engagement and retention with automation freeing up staff to have more time to be out on the gym floor building the relationships that ultimately drives retention.”
There is something disarmingly practical in that answer. KeepMe is the tool, but the behaviour change is the point. If a fortnight passes without a visit, or an app login drops off, the system nudges a human being to act. The conversation that follows is not a spray of generic messages. It is a quick call from someone who knows the member’s name and training pattern. The learnable lesson for independents is simple. You do not need the same platform to adopt the same posture. Decide which signals matter, organise your follow ups, then measure whether those small interventions show up in days-since-last-visit and cancelled-to-saved ratios.
Caitlin Macumber operates Plus Fitness clubs in Carrra and Southport, QLD and has been a franchisee for a decade. Caitlin explained that the access to data has been a game-changer for her clubs. “We can now set clear KPIs for our team, track them in real time and really understand the health of our membership base. It has given us visibility into both the current state of the business and the trends we need to plan for in the future. Retention is no longer reactive; it has become strategic and measurable.”
Caitlin Macumber, Plus Fitness franchisee.
Scaling requires simplified systems not multiple tabs open
Growth amplifies whatever is already happening. If your systems are muddled, opening a new site multiplies the confusion. Plus Fitness answered that problem with a Digital HUB that connects access control, CRM and billing, and paired it with Viva Pay to simplify transactions and reporting. It’s not the bit of running a fitness business that operators enjoy, but it is what allows the meaningful work to happen.
“Running a gym involves a lot of moving parts where two main challenges franchisees face are admin overload and managing costs. Our digital ecosystem was built to tackle exactly that. The HUB gives them a single source of truth across billing, CRM, and access control, which reduces errors and time wasted switching between systems and Viva Pay helps lower transaction fees and simplifies revenue reporting and collection.”
The practical takeaway here is not brand-specific. Audit where staff are re-typing information, duplicating data, or copying numbers between systems. Even if you can’t consolidate everything, you can standardise the way you name members, products and promotions, and you can build a single daily view that shows check ins, new joins, failed payments and the outreach tasks that matter right now. Less time in the swivel-chair means fewer mistakes, faster action and ultimately more time doing the things that are meaningful.
Standardisation for a better member experience
Consistency sounds dull until you feel it through the member’s eyes. Walking into a new Plus Fitness studio should feel familiar, because the design and operations are largely the same. That repeatability is not just aesthetic – it is an operating advantage. Club openings run faster, franchisees inherit a proven stack, and members get a predictable start.
“Consistency comes from standardisation. Every new Plus Fitness club plugs straight into the same design and technology stack, which makes it operational faster and ensures members have a familiar experience whether they join in Bowral or Footscray.
We’ve also invested in upgrading fitouts, better lighting, flooring, bathrooms and equipment all of which lifts the value of the brand. On the member side, digital onboarding ensures people get the same streamlined start to their journey wherever they go. For franchisees, it means less lower risk, because they’re stepping into a proven, repeatable system that scales.”
There is a small but telling detail in that answer. Digital onboarding is not just convenient – it makes the first impression consistent. That is the kind of standard you can set in an independent gym too. Write the emails and messages once – refine them and use them every time. It’s not about removing personality, but it is about removing randomness and ensuring intention.
Investing in club design and fitout
The decision by Plus Fitness to invest in upgraded fitouts of their clubs has paid its dividends in member experience and satisfaction, but also for franchisees.
“This has been huge, I think this has been the standout for me and has definitely seen a ROI in excess or 25% especially with our female members”, said Graham.
“We are now not only up with the times but it is a marketable and sexy look and simply a cool place to spend your time working out. Lets be honest, we are spoilt for choice in Australia and if the members are willing to invest in their health, we should invest in our offering. With the fitness industry rapidly growing and competition evolving and expanding its great we have taken the time to research and invest in a look and feel that not only sets us apart but lifts the brand, making us a real player in the fitness space.”
Caitlin saw a clear return on investment at her clubs after adopting the new design and upgrades. “Today, members see the gym as more than a place to train, it is their third space, somewhere they connect socially as well as physically. Because of that, the look and feel of the club plays a major role in their experience. We adopted the updated design two years ahead of schedule, and within the first year we saw a 23% increase in memberships. That momentum continued, with revenue up 33% and net profit up 42% over the following two and a half years. The growth in revenue has allowed us to expand our team and bring on more trainers, increasing our ability to connect with and deliver for our members. Beyond the numbers, our members love the atmosphere, and we can deliver services in a space that truly supports their goals.”
What business success tips can smaller gym operators use right now?
The final thread in Gordon’s responses lands where most readers live day to day. You may not be planning your 250th or 300th club, but you still need members to stick around, costs to make sense, and your team to spend more time with people than with paperwork.
“The biggest lesson is that retention is won through relationships but powered by systems. Independent operators can make quick wins by investing in simple automation tools to flag at-risk members and personalise communications. That saves time and allows staff to focus on creating human connections. Secondly, don’t underestimate the power of a clean, consistent member experience. From onboarding to billing, every touchpoint shapes how a member perceives value. Finally, think of technology as your business partner – it doesn’t replace you, but it gives you the time and space to deliver what really matters.”
Read that back and you can see the blueprint for a quarter’s worth of improvement. Choose one system to sharpen, one member moment to tidy, and one human habit to ritualise. The compounding effect of small, repeatable wins is the quiet engine of long-term retention.
Advice for fitness professional considering investing in a franchise
Graham explained that when considering a franchise, it’s important to look at not only what you get up front, but also what is happening in the background.
“Most franchises will provide you with the solution and tools to get you firing but then you have standout franchises whom tie this in with ever evolving solutions, tech, processes and support on a daily basis.
A lot of people miss this one when asked and I always ensure to mention that you also have each other, We have a group chat with Plus Fitness Franchisees which is Australia wide and the support and info and even some banter is worth its weight in gold, you can bounce ideas and practices off each other not only assuring you of your progress but enabling you to improve what you’re doing in some cases.”
Caitlin suggests being sure of your goals and understanding how franchising aligns with them. “A franchise gives you a proven business model, established systems and the support of a wider network, which takes away much of the trial and error of going out on your own.
Plus Fitness will keep scaling with more openings planned in Victoria and New South Wales, more territories sold, and an international footprint that continues to grow. New tools are in the works, including in-house apps that will widen membership options and casual access. The pattern that brought the network to 200 clubs, however, looks set to continue; Use tech where it counts. Invest in spaces that feel good to be in. Keep the people piece front and centre.
For Australian operators, that is the real takeaway from the Mambourin landmark. Scale is a by-product of clarity. When you strip out admin, standardise what should be identical, and back your team to build real relationships, growth stops feeling like a scramble and starts looking like a plan. Guard the human connection – it is still the moat.
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