Fitness First
Corporate brand
UnclaimedAn international fitness-club brand offering gyms, group exercise, personal training and related wellness services.
Last updated August 31, 2026
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Overview
Fitness First is an international fitness-club brand founded in Bournemouth, United Kingdom, in 1993 by Mike Balfour. The first club was established after Balfour acquired the Fitness First name from Tony Greaves, who had serviced the gym at the Queen's Club in Bournemouth. From its British base, the business developed into a multinational operator of fitness centres, offering gym access, group exercise, personal training and specialized training concepts. The company expanded through a combination of organic growth and acquisitions. It entered Australia in 2000 after acquiring assets associated with the collapsed Healthland chain, and later added a number of Living Well Lady locations owned by the Hilton Group in 2006. Fitness First also entered India in 2008. During its expansion phase, the business became the subject of major private-equity transactions: Cinven acquired it in 2003 for £404 million, and BC Partners bought it in 2005 for £835 million. These transactions made the company privately held and supported further international development. The group later encountered substantial financial pressure. High debt, a failed initial public offering and increasing competition from low-cost gyms led it to abandon some expansion plans and dispose of operations in Spain, Italy and the Benelux countries. It also sold 24 of its 97 Australian clubs. The business was subsequently acquired by Oaktree Capital Management and Marathon Asset Management through a reported £550 million debt-for-equity restructuring. Ownership then became increasingly regionalized as assets were sold or combined with other fitness businesses. Several major regional changes followed. Fitness First's Australian arm was sold to Fitness and Lifestyle Group in 2016. In the United Kingdom, DW Sports Fitness acquired all 62 Fitness First clubs in 2016, later selling 14 while continuing to operate 48 under the Fitness First name. In Asia, the Fitness First operations in Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Thailand merged with Celebrity Fitness in 2017 to form Evolution Wellness, co-owned by Oaktree and Navis Capital Partners. The Asian network had 95 Fitness First clubs as of December 2018. The brand has also used international programming, rebranding and media initiatives to support its consumer proposition. It developed International Fitness Week, launched the Strictly Fit low-impact group class with BBC Worldwide, introduced the Zone concept in Australia, and created BEAT, a heart-rate-based training micro-gym concept in London and Melbourne. Fitness First Australia relaunched its brand identity in 2014 with Jane Fonda as ambassador. The Asian business additionally developed Fit for Fashion, a reality television programme that ran for two seasons. Because the brand's clubs have been sold, merged or operated by different regional owners, its present corporate structure and country-by-country footprint are not uniform.
History
Fitness First began in 1993 when Mike Balfour opened the first club in Bournemouth, England. The brand name came from Tony Greaves, who had serviced the gym at Bournemouth's Queen's Club; Balfour subsequently acquired the name and used it for his new fitness business. The original operation grew from a British club into an international network providing gym facilities, exercise classes and personal training. International expansion accelerated in the 2000s. Fitness First entered Australia in 2000 by acquiring assets from Healthland after that chain collapsed. In 2006 it expanded its Australian presence through the acquisition of several Living Well Lady locations owned by Hilton Group. The company entered India in 2008, while also developing a broader presence across Europe, the Middle East and Asia. The business underwent significant private-equity ownership changes. Cinven acquired Fitness First in 2003 for a reported £404 million. BC Partners then acquired it in 2005 for a reported £835 million, at a time when the business was reported to have EBITDA of approximately £95 million. The expansion model subsequently became difficult to sustain. High leverage, a failed IPO and competition from low-cost fitness chains contributed to a strategic retreat around 2012. Fitness First sold clubs in Spain, Italy and Benelux markets and disposed of 24 of its 97 Australian clubs. Oaktree Capital Management and Marathon Asset Management later acquired the company through a reported £550 million debt-for-equity swap. The following years brought further regional separation. Fitness First's Australian business was sold to Fitness and Lifestyle Group in 2016. In the same year, DW Sports Fitness acquired the entire 62-club UK estate, subsequently selling 14 clubs and continuing to operate 48 under the Fitness First brand. In 2017, the Asian business covering Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Thailand merged with Celebrity Fitness to create Evolution Wellness, with Oaktree and Navis Capital Partners identified as co-owners. The Asian network was reported to contain 95 Fitness First clubs in December 2018. Hong Kong was later described as being under voluntary liquidation from 2022. Brand development has included both fitness programming and marketing. Fitness First became associated with International Fitness Week, held each February, and introduced Strictly Fit in 2009 with BBC Worldwide as a lower-impact aerobics class. In 2013 the Australian operation opened The Zone concept club. In 2014 Fitness First announced a global rebrand and introduced BEAT, a heart-rate-based training micro-gym, in London and Melbourne. Fitness First Australia also relaunched its logo and identity that year with Jane Fonda as ambassador. The Asian business created Fit for Fashion, a reality television programme with seasons broadcast in 2014 and 2016. The brand has also faced consumer and employment controversies. Reports have described direct-debit payments continuing after some memberships were cancelled. A 2004 Australian study criticized the experience of some respondents regarding equipment instruction, fitness assessments and exercise guidance. In 2008, the New South Wales Supreme Court upheld Fitness First's claim for a cancellation fee in a dispute involving a member who said medical circumstances prevented gym use and that she had not understood the contract. A 2009 Choice magazine exercise involving shadow shoppers characterized Fitness First's sales practices as particularly aggressive and raised concerns about complex contracts and cancellation explanations. Another 2009 incident involved an alleged assault by a Sydney trainer after a dispute about closing time. In 2018, Mick Hawi was fatally shot outside a Sydney Fitness First club; the incident was a criminal matter associated with the location rather than an allegation that the brand caused the death. In 2023, United Workers Union members campaigned over alleged underpayment and workplace conditions at Fitness First and Goodlife clubs.
- 2022
Hong Kong operation reported under voluntary liquidation
[1]The Hong Kong Fitness First operation was reported as being under voluntary liquidation.
- 2017
Fitness First Asia combines with Celebrity Fitness
[1]The Asian businesses merged with Celebrity Fitness to create Evolution Wellness.
- 2016
Australian and UK operations change hands
[1]Fitness and Lifestyle Group acquired the Australian arm, while DW Sports Fitness acquired the UK clubs.
- 2014
Global rebrand and BEAT launch
[1]Fitness First introduced a global rebrand and the BEAT heart-rate training concept in London and Melbourne.
- 2012
Debt restructuring and regional retrenchment
[1]Financial pressure led to market disposals and a debt-for-equity acquisition involving Oaktree Capital Management and Marathon Asset Management.
- 2008
First clubs open in India
[1]Fitness First launched its Indian club operations.
- 2006
Living Well Lady locations acquired
[1]The Australian business acquired a number of Living Well Lady locations owned by Hilton Group.
- 2005
Acquired by BC Partners
[1]BC Partners acquired Fitness First in a reported £835 million transaction.
- 2003
Acquired by Cinven
[1]Cinven acquired the privately held fitness group in a reported £404 million transaction.
- 2000
Australian market entry
[1]Fitness First entered Australia through the acquisition of assets from the collapsed Healthland chain.
Products and positioning
An international, premium-to-mainstream fitness-club brand combining full-service gym facilities with group exercise, personal training and branded training concepts.
Gym membership · 1993
Fitness First club membership
The core offering is membership-based access to Fitness First clubs, including gym floors equipped for cardiovascular and resistance training. Depending on the regional club, membership may be complemented by exercise studios, changing facilities and scheduled classes. Because clubs have been transferred among regional owners, the exact membership terms and facilities vary by market.
Group fitness
Group exercise classes
Fitness First has offered scheduled group exercise across its club network, covering formats such as aerobics, conditioning and other instructor-led workouts. The brand has periodically developed named programmes, including Strictly Fit, a lower-impact class created with BBC Worldwide. Availability and class names depend on the individual country and club operator.
Personal training
Personal training
Personal training is a recurring Fitness First service in which members receive individualized exercise guidance from a trainer. It forms part of the brand's broader full-service fitness proposition alongside gym access and group classes. The precise packages, trainer credentials and pricing are locally determined.
Training concept · 2013
The Zone
The Zone was a specialized club concept opened by Fitness First in Australia in 2013. It represented an attempt to organize the club experience around a more focused training environment rather than relying solely on the conventional large gym format.
Micro-gym training · 2014
BEAT
BEAT was a heart-rate-based training micro-gym concept launched by Fitness First in 2014. The concept opened in London and Melbourne and used heart-rate monitoring as part of a structured, performance-oriented workout format.
Group fitness programme · 2009
Strictly Fit
Strictly Fit was a low-impact aerobics group class launched by Fitness First in partnership with BBC Worldwide in 2009. It was positioned as an accessible, entertainment-linked exercise format rather than as a specialized strength or high-intensity training product.
Controversies
2023
Worker campaign over alleged underpayment and conditions
United Workers Union members campaigned over alleged underpayment, wage cuts and poor working conditions at more than 150 Fitness First and Goodlife Health Clubs. The cited account says instructors later pressured management into conceding to their demands.
2009
Choice criticism of sales and cancellation practices
An Australian Choice magazine exercise using shadow shoppers criticized Fitness First's sales approach, describing pressure to sign complicated contracts and inadequate explanation of cancellation terms.
2009
Alleged Sydney trainer assault
A Sydney trainer allegedly pushed a member down stairs after a dispute concerning closing time. The member was reported to have been hospitalized with a broken nose and a forehead injury requiring stitches.
2008
Cancellation-fee contract dispute in New South Wales
Fitness First pursued a member for a $200 cancellation fee after she said medical circumstances prevented her from using the club and that she had not understood the agreement. The New South Wales Supreme Court ruled for Fitness First on appeal, overturning an earlier tribunal decision.
2004
Australian gym-service criticisms
A July 2004 study comparing Australian gyms reported that Fitness First respondents were less likely to say they had received equipment instruction, a fitness assessment or advice on an appropriate exercise routine.
Direct-debit cancellation complaints
Historical reports described cases in which direct-debit payments continued after members had cancelled their memberships.
Marketing campaigns
- 2014Fitness First Australia relaunch
Australia
The Australian operation relaunched its visual identity and logo, using Jane Fonda as brand ambassador.
Outcome. The relaunch refreshed the Australian brand presentation; no verified performance result is provided.
- 2014Fit for Fashion
Asia
The Asian Fitness First business developed Fit for Fashion, a reality television show connected to fitness and lifestyle transformation.
Outcome. Two seasons were broadcast, in October 2014 and January 2016.
- 2009Strictly Fit
United Kingdom
Fitness First worked with BBC Worldwide to launch Strictly Fit, a lower-impact aerobics group class.
Outcome. The programme was launched as a branded group-exercise initiative; longer-term commercial results are not established in the reference material.
- International Fitness Week
International
Fitness First developed International Fitness Week, an annual fitness initiative held each February.
Outcome. The initiative became an identified recurring brand programme; campaign performance is not specified.
Brand decisions
2017
Asian merger with Celebrity FitnessM&ABackground
The Asian Fitness First business operated across several markets, while the broader group structure had become divided among regional owners.
Action taken
The Asian operations in Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Thailand merged with Celebrity Fitness to create Evolution Wellness.
Aftermath
Evolution Wellness became the regional platform, co-owned by Oaktree and Navis Capital Partners, while the Fitness First brand continued within the network.
2016
Sale of the Australian operationM&ABackground
Fitness First's ownership had become increasingly regionalized after sustained financial pressure and asset disposals.
Action taken
The Australian arm was sold to Fitness and Lifestyle Group.
Aftermath
The Australian business became part of Fitness and Lifestyle Group rather than remaining within a single globally integrated Fitness First company.
2014
Global rebrand and BEAT concept launchGeneration changeBackground
Fitness First sought to refresh its brand and develop differentiated training formats amid a changing fitness-club market.
Action taken
The company launched a global rebrand and opened BEAT heart-rate-based training micro-gyms in London and Melbourne.
Aftermath
The initiative formed part of a wider programme of branded concepts and identity changes; no verified financial outcome is provided.
2012
Retrenchment from selected European and Australian marketsStrategyBackground
High debt, a failed IPO and competition from low-cost fitness chains placed pressure on the group's international expansion strategy.
Action taken
Fitness First abandoned some expansion plans, sold clubs in Spain, Italy and Benelux markets, and disposed of 24 of its 97 Australian clubs.
Aftermath
The business was subsequently acquired through a debt-for-equity swap involving Oaktree Capital Management and Marathon Asset Management.
Reported debt-for-equity transaction value. (2012)
Sources1 sources
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