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Viva Leisure Limited has announced the execution of a Master Franchise Agreement for the United Kingdom, marking a significant step in the expansion of the Plus Fitness brand.

The 10-year agreement with the UK master franchisee, with the option for two additional 10-year terms, will see the first Plus Fitness location open as of 2025, with the sale of franchises expected to commence in the new year.

In expanding to the UK, Viva Leisure sees that the nation’s fitness market offers substantial growth potential, with 15% of the population currently holding a gym membership.

As demand for affordable, flexible fitness solutions rises, Plus Fitness is well-positioned to leverage

its successful business model and scale advantages to capture market share in this dynamic market.

The Plus Fitness franchise model, being a low-cost, high-reward franchise model has been tested and refined in other markets, providing UK franchisees with a low-risk entry point. This allows for swift, cost-effective scaling while maintaining high standards of service and member experience.

The new agreement sees Plus Fitness active in six regions globally: Australia, where the brand was founded; New Zealand; India (West Region); Singapore; Philippines and the United Kingdom

Explaining that this global footprint highlights the growing appeal and demand for the Plus Fitness brand, with further expansion on the horizon, Viva Leisure Chief Executive, Harry Konstantinou stated “we’re excited to enter the UK market, which presents significant growth opportunities. Our low-cost, high-reward franchise model will allow Plus Fitness to scale quickly and meet the growing demand for affordable fitness solutions.

“In addition to expanding the Plus Fitness brand, this opportunity will also provide for the future rollout of Viva’s cutting-edge Hub technology and Viva Pay payment systems, further driving the growth of our technology and payments division. We look forward to seeing Plus Fitness thrive in the UK and the positive impact this will have on our broader strategy.”

Image: The Plus Fitness brand on display during its 2022 franchisee conference at Sydney's Accor Stadium.

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