AusLeisure

ASX-listed fitness and lifestyle business Viva Leisure has been tipped to grow substantially with its strategic, controlled, and well-planned trajectory.

The advice, from Kunal Sawhney, Chief Executive of investor relation group and media house, Kalkine Media (and regular Australasian Leisure Management contributor) is that “despite the restrictions imposed due to the COVID-19 pandemic, (Viva Leisure is among), several ASX-listed leisure companies have witnessed an increase in demand for their services.

“Business is about how to tackle and a situation and turn the game in your favour. And this is what companies like Apollo Tourism and Leisure Ltd and Viva Leisure did.

“Despite the pandemic, they could increase their overall revenues.”

Writing exclusively for Australasian Leisure Management, Sawhney states ”leisure is one of the most fragile industries. Thus, businesses need to stay upright to deal with unforeseen circumstances. For instance, with the advent of the pandemic, international travel got suspended but domestic travel became the primary scope for demand, cinema halls got shut but over-the-top (OTT) media platforms got a big hit.

Thus, as the leisure industry is dynamic, the innovated and strategised businesses could sustain and grow during the pandemic. With things getting back on track, the leisure industry is expected to flourish.

Viva Leisure (ASX: VVA) building blocks
Viva Leisure is an ASX-listed company. Its mission is to provide Australians with affordable, accessible, and uncompromised fitness facilities and services. Despite the harsh outcomes of the pandemic, in the current financial year, Viva Leisure managed to increase its revenue by 104.8%.

There are 115 locations under the Viva Leisure brand; the number was 79 in the previous year. Their current membership is more than 120,000, an increase of 33.8% of the last year’s membership. Additionally, the acquisition of the Plus Fitness franchisor also brings new prospects of growth to Viva Leisure.

One thing that keeps Viva Leisure growing and expanding is its capability of bringing new concepts. It’s all set to bring the hiit republic boutique concept as part of Viva Leisure’s unique hub and spoke model. In addition, the development of its new concept Groundup represents the further extension of the suite of offerings.

However, Viva Leisure has not had a seamless journey. Since its listing in June 2019, it has not availed an opportunity to operate for 12 months straight without interruptions. But the company officials are optimistic, and they believe, “where there is confusion, there are opportunities.”

A cherry on the cake - Viva Leisure focuses on social and environmental sustainability. It’s a brand that keeps a check on its carbon footprint. Apart from that, it is also working towards inclusive growth, with their company-wide female to male ratio standing at 70% female and 30% male, and their head office and Management team members are more evenly split with 48% female and 52% male as at the end of FY2021.

Additionally, with the ease of lockdowns, Viva Leisure is expecting a surge in demand. Wellness and fitness are always on top priority, and the pandemic has made it all the more necessary to be fit.

Conclusively, Viva Leisure is expected to grow substantially with its strategic, controlled, and well-planned trajectory. Above all, the acquisition of the Plus Fitness master franchisor has showered ways for Viva Leisure to expand its business into new horizons. Thus, the brand is dynamic, all set to expand and explore.

Source: Kalkine Media.

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