Australia-based fitness operator Viva Leisure is expanding into the value fitness segment with the launch of Zoo Fit, a new low-cost gym brand set to debut in Western Australia this July.

The first Zoo Fit locations are scheduled to open in Wanneroo and Mandurah, with additional Western Australia sites planned shortly after as part of a broader rollout over the next 12 to 18 months.

Viva Leisure, Australia’s second-largest fitness network, operates more than 510 locations globally and serves over 650,000 members across Australia, New Zealand and India. Its portfolio includes Club Lime, Plus Fitness, hiit republic, Club Pilates, GROUNDUP and Supp Society, along with strategic investments in World Gym Australia and Boutique Fitness Studios.

The launch of Zoo Fit adds a dedicated low-cost concept to Viva Leisure’s multi-brand portfolio, giving the company coverage across premium, mid-market, boutique and value fitness categories. The brand is positioned around affordability, convenience and flexibility, while still including features such as 24/7 access, quality equipment, wellness and recovery options, and app-supported member engagement.

Memberships will start at A$8.88 per week for gym access and A$14.88 per week for gym and wellness access. Zoo Fit will also offer a “Fit Fam” membership starting at A$24.80 per week, covering two adults and two teenagers aged 13 to 17, with the option to add up to two additional teenagers.

While the launch is taking place in Australia, the strategy reflects several themes that are also visible in mature fitness markets such as Canada. Value fitness is increasingly moving beyond basic access, with operators adding wellness, recovery, digital tools and more flexible membership options to strengthen the overall member experience.

The family membership model is also notable. As clubs look for ways to broaden participation and create stronger household connections, flexible access for parents and teens may offer another path to member growth and retention.

Viva Leisure’s approach also highlights the growing role of multi-brand strategies. Rather than relying on one format to serve every demographic, operators are building or acquiring distinct concepts that speak to different price points, training preferences and lifestyle needs.

For Canadian club operators, Zoo Fit is less a direct blueprint than a useful market signal. Consumers remain value-conscious, but expectations around convenience, technology and experience continue to rise. The challenge is not simply to compete on price, but to clearly define the value a club delivers — whether through access, coaching, community, wellness services, family options or a more connected member journey.