Can I Open a Plus Fitness Franchise in Britain?

By UKFO Editorial · 30 September 2026

Plus Fitness is a well-known Australian fitness brand. Discover whether this popular gym franchise is currently available for expansion in the British market and what steps you might need to take to open one.

Understanding Plus Fitness: An Australian Powerhouse Eyeing Britain

The UK’s appetite for flexible, affordable fitness shows no signs of slowing down. The 24/7 gym model, in particular, has revolutionised the health and wellness sector, moving from a niche offering to a high-street staple. Amidst established domestic players, the question often arises: what about major international brands? One name that frequently surfaces among ambitious entrepreneurs is Plus Fitness, an Australian giant with a formidable reputation.

Founded in 1996, Plus Fitness has grown into one of Australia's most successful franchise networks, boasting hundreds of clubs across its home nation, New Zealand, and parts of Asia. Its core proposition is built on convenience and value: 24-hour access, no lock-in contracts, high-quality equipment, and a friendly, community-focused environment. This model has proven immensely popular, but for the British investor, the crucial question remains: can you actually open a Plus Fitness franchise here in the UK?

The Current UK Franchise Landscape for Plus Fitness

The short answer is: potentially, but it is not a straightforward process at present. Unlike brands with a long-established UK presence, Plus Fitness has not yet launched a full-scale, nationwide network of franchised gyms in Great Britain. For several years, the company has signalled its strong intent to enter the UK market, often seeking a ‘Master Franchisee’. This is a common strategy for international brands testing the waters in a new country.

So, what does this mean for you, the prospective franchisee?

The Master Franchisee Model: Instead of selling individual franchise licenses directly from Australia, a franchisor like Plus Fitness often appoints a single entity—a Master Franchisee—to manage the brand's development across the entire UK. This Master Franchisee essentially becomes the UK franchisor, responsible for recruiting, training, and supporting individual franchisees like yourself.
A Developing Situation: As of now, the brand's UK expansion is still in a nascent phase. While they have actively courted interest through international franchise directories and exhibitions, there isn't a network of operational UK clubs you can visit or franchisees you can speak with. This presents both a significant opportunity and a considerable risk.
Getting in Early: The primary advantage is the potential to be an early adopter. Securing a prime territory before the market becomes saturated could yield substantial long-term rewards. Early franchisees often have a greater say in shaping the brand's direction in a new country and may benefit from preferential terms.

Therefore, opening a Plus Fitness franchise in the UK is less about filling out an application form today and more about positioning yourself to act when the brand formally launches its UK operation, either directly or through a newly appointed Master Franchisee.

What a UK Plus Fitness Franchise Would Likely Involve

While we await a formal UK launch, we can build a clear picture of what a Plus Fitness franchise opportunity would entail by examining its established international model and adapting it to UK market conditions.

Initial Investment and Ongoing Fees

Starting any gym franchise is a capital-intensive venture. Based on UK industry averages and Plus Fitness’s figures from other territories, a realistic estimate for the total initial investment would likely fall between £200,000 and £350,000. This figure is heavily dependent on the property size, location, and condition.

Your total investment would typically be broken down into several key areas:

Initial Franchise Fee: This is the one-off payment to secure the franchise rights for your territory. It would likely be in the range of £25,000 - £40,000. This fee covers your initial training, access to the brand’s operating systems, and support during the setup phase.
Gym Fit-Out: This is a major expense, covering construction, flooring, decorating, changing rooms, and security systems. The cost can vary dramatically depending on whether you take on a bare shell unit or a previously occupied space.
Equipment Purchase or Lease: Plus Fitness would have a mandated list of approved suppliers for its cardiovascular machines, strength training equipment, and free weights. Most UK franchisees opt to lease this equipment to preserve capital.
Working Capital: You will need a significant cash reserve to cover costs like rent, staff salaries, utilities, and marketing for the first 6–12 months of operation before the business becomes self-sustaining.

Once operational, you would also be liable for ongoing fees, typically structured as:

Management Service Fee (Royalty): A percentage of your monthly turnover, usually around 6-8%.
National Marketing Levy: A further percentage, perhaps 1-2% of turnover, which contributes to a central fund for national advertising and brand-building activities.

Finding the Right Location

Location is paramount for a 24/7 gym. Plus Fitness, like its competitors, would have a sophisticated demographic and site analysis process. You wouldn’t be left to find a location on your own; the franchisor would provide strict criteria and ultimately approve your chosen site. Key factors include visibility, accessibility, ample parking, proximity to residential areas and complementary businesses, and an analysis of local competition. A typical Plus Fitness gym requires a footprint of around 400-500 square metres.

Navigating the UK Franchising Process

If and when Plus Fitness begins actively recruiting UK franchisees, you will need to be prepared for a rigorous due diligence and application process. Here’s what to expect in the UK context.

Due Diligence: Your Responsibility

Crucially, the UK does not have a legally mandated "Franchise Disclosure Document" (FDD) as seen in the United States. The onus is firmly on you, the prospective franchisee, to conduct thorough research. The franchisor will provide you with a detailed franchise prospectus or information pack. You must scrutinise this document, but your investigation cannot end there.

Your due diligence should include creating a detailed business plan, forecasting your potential revenue, and stress-testing your finances. Given the lack of a UK network, you should request to speak with Plus Fitness franchisees in comparable markets like Australia or New Zealand to understand the realities of running the business day-to-day.

Securing Franchise Finance in the UK

Few individuals can fund a £300,000 investment entirely from personal funds. You will almost certainly need to seek finance. Major UK high-street banks, such as NatWest and Lloyds, have dedicated franchise departments that understand the business model. They look more favourably upon established brands with a proven UK track record. This could be a hurdle for the very first wave of Plus Fitness UK franchisees. Your business plan will need to be exceptionally robust to convince lenders of the brand’s viability in the competitive British market.

The Franchise Agreement: Seeking Legal Counsel

The franchise agreement is the legally binding contract that will govern your relationship with the franchisor for its entire term, often 5 or 10 years. Before signing anything, it is absolutely essential to have this document thoroughly reviewed by a specialist solicitor who is an expert in UK franchise law. They will identify any onerous clauses, clarify your obligations, and ensure the agreement is fair and balanced. Do not attempt to cut costs on legal advice; it is a vital investment in your protection.

You should also check if the brand intends to join a reputable UK trade body like the British Franchise Association (bfa) or the Quality Franchise Association (QFA). Membership is a good indicator that a franchisor adheres to a code of ethical franchising.

Competitors and Final Verdict

The UK budget gym market is not for the faint-hearted. Any new entrant must contend with the dominance of The Gym Group and PureGym, as well as the huge international franchise network of Anytime Fitness. Plus Fitness's traditional selling points—24/7 access and no-contract memberships—are already standard offerings from these major competitors.

To succeed, Plus Fitness UK would need to carve out a distinct identity. This could be through a superior member experience, a stronger community feel, specialised classes like virtual yoga, or a more hands-on, supportive franchise model for its owners.

So, is a Plus Fitness franchise a smart move?

The opportunity is one of high risk and potentially high reward. For now, the door to opening a Plus Fitness franchise in the UK is only partially ajar. The path forward for an aspiring franchisee is to formally register interest with Plus Fitness's head office, begin preparing your finances and business plan, and watch the UK market closely. When the brand makes its move, those who are prepared will be in the strongest position to seize the opportunity and become the founding franchisees of what could be the UK's next big fitness network.