New investment to accelerate Planet Fitness expansion in Australia

Planet Fitness is set to continue expanding its Australian presence following the acquisition of its local franchisee, Bravo Fit, by US-based private equity firm Franchise Equity Partners (FEP).

Bravo Fit currently operates 32 Planet Fitness clubs and holds exclusive area development rights for up to approximately 100 clubs across Victoria, New South Wales, South Australia, Queensland and the Australian Capital Territory.

The transaction provides Bravo Fit with flexible, strategic capital to accelerate club openings and continue investing in the Planet Fitness member experience. As it progresses this expansion, Bravo Fit is actively seeking suitable new locations and welcomes opportunities to connect with landlords, developers and property owners across these markets.

As part of the agreement, Bravo Fit’s management team will continue to lead the business and oversee its future growth in Australia. Planet Fitness has also exited its minority ownership position in Bravo Fit as a result of the transaction.

Bravo Fit Chief Executive Officer Danielle Monroy said the partnership with FEP represented an important milestone for the business.

“Over the past several years we have built a business defined by operational discipline and a genuine commitment to our members and our people,” Ms Monroy said.

“We’ll benefit from FEP’s expertise in scaling franchises as we open clubs faster, invest in our team and bring the Planet Fitness experience to more communities across Australia without compromising the standards that have got us here.

“Our aim is to be Australia’s leading health and fitness franchise, making fitness accessible and fun for everyone.”

Planet Fitness first entered the Australian market seven years ago.

Planet Fitness Chief Executive Officer Colleen Keating said the performance of the brand in Australia had demonstrated the strength of its high-value, low-price fitness model.

“We partnered with Bravo Fit initially to bring our brand promise of high-value, low-price fitness to the region and our model has resonated well in the country.

“The success we’ve seen to date demonstrates one of the ways we can successfully deploy capital in a disciplined and focused manner to drive Planet Fitness’ expansion in international markets.

“The sale of our ownership stake in Bravo Fit to FEP validates our approach, and we are confident that FEP and Bravo Fit will continue to further scale Planet Fitness’ presence and growth in Australia.”

Former BT Financial Group and Craveable Brands Chief Executive Rob Coombe has been appointed Chairman of Bravo Fit.

“I’m excited to work again with a fast-growing brand, I’ve seen what happens when you take something Australians love and make it radically more accessible,” Mr Coombe said.

“We’re doing the same with fitness: gyms with real recovery facilities at a price point for the roughly 80 per cent of Australians who don’t currently hold a gym membership. Nobody has offered that combination at this price in Australia before.”

The acquisition marks FEP’s first investment in an Australian-headquartered business and follows its January 2026 acquisition of IMO Car Wash, a UK-headquartered business with operations in Australia.