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ASX-listed Viva Leisure has today advised that it has made a strategic investment in Boutique Fitness Studios (BFS), the master franchisee of Xponential Fitness-owned brands Club Pilates, Rumble Boxing, StretchLab and CycleBar in Australia and New Zealand.

Revealing a binding agreement for the $2 million acquisition of a 34% interest in BFS (replacing existing shareholders and becoming the largest single shareholder), the deal gives Viva Leisure a call option to acquire the rest of BFS’ shareholding for a price of $5.8 million plus a potential earn-out based on net studios opened and sold.

The investment and potential complete acquisition, which further diversifies the Viva Leisure and business, will also see the group’s technology - including Viva Pay and The Hub - implemented across the BFS network in the future.

Viva Leisure also sees an opportunity for the inclusion of the BFS brands into the Viva Pass product that is currently under development and will be launched in H2-FY2025.

Explaining the strategic investment in the fast-growing franchise business, Harry Konstantinou, Chief Executive and Managing Director of Viva Leisure Limited, advised “the investment into BFS expands Viva's network to over 400 locations across multiple disciplines and brands, enhancing our diverse offering while simultaneously introducing a new market for Viva Pay and other Viva technologies.”

Welcoming the deal, International, Xponential Fitness President, Bob Kaufman stated “we are excited to see Boutique Fitness Studios take the next step in its evolution by joining forces with Viva Leisure.

“The Australian market is an important strategic region for Xponential's brands, and we look forward to seeing this drive further growth for Club Pilates, StretchLab, Rumble Boxing and CycleBar.”

BFS Chief Executive, Matt Gordin added “I couldn’t be happier to partner with Australia’s fastest growing and most diverse fitness group.

"This partnership will allow us to continue to grow our team to support our franchisees. The synergies and platform that Viva brings will help drive our brands forward and our studios to grow stronger and more profitable.”

BFS, which landed the rights to become the Master Franchisee in Australia and New Zealand for Club Pilates, StretchLab, Rumble Boxing and CycleBar in 2019, currently has 48 studios open, with 106 licences sold across all four brands, with an additional 25 studios are expected to open over the next 12 months.

In addition, the BFS network is expected to generate system-wide sales of approximately $25 million per annum over the next 12 months.

Eager to help further expand the BFS portfolio of brands, Konstantinou went on to say “we look forward to working with BFS founder and CEO Matt Gordin and his team, and the wider Xponential Fitness team to grow the brands in Australia and New Zealand.”

The acquisition is consistent with Viva’s focus on replicating its successful growth strategies across all segments of the fitness market and has been fully funded with existing cash and banking facilities

As part of the investment, Viva Leisure has secured a position on the BFS Board.

Images: Club Pilates (top), CycleBar (middle) and StretchLab (below). Credit: iXponential Fitness.

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