Fitness First clubs in Australia will become 24/7 operations, the chief executive officer of its parent company has revealed.
Talking to
Health Club Management, Fitness Lifestyle Group's Greg Oliver said Fitness First Australia would follow in the footsteps of one of the organisation's other brands, Goodlife Health Clubs, which switched to a 24/7 operation in 2014.
Oliver, who is chief executive at both Goodlife (since 2010) and Fitness Lifestyle Group, told HCM that over the last 18 months Goodlife has grown its membership by 30,000 as a result of the 24/7 opening.
He said: "We've converted over 50 of the Goodlife clubs already and the rest will follow. We now plan to do the same with Fitness First."
Oliver said that turning Fitness First in to a 24/7 operation would be "extremely compelling" to customers.
Fitness Lifestyle Group is a holding company of Quadrant Private Equity. In August last year, Quadrant bought Goodlife Health Clubs, weight-loss brand Hypoxi and fitness franchise Jetts. In September, it added Fitness First Australia to its portfolio.
The group has 76 Goodlife sites; 66 Fitness Firsts; 178 franchises and 34 corporate Jetts clubs; and 19 Hypoxi studios.
