By embedding boutique-style Pilates inside big-box gyms, Fitness & Lifestyle Group is taking an unconventional path to scale
Fitness & Lifestyle Group (FLG), Asia Pacific’s largest corporately owned health and wellness club operator, is marking a key milestone in its wellness strategy with the opening of its 50th Reform Pilates studio, solidifying the popular modality as a core growth driver within its portfolio.
Launched in 2020 with two studios, Reform Pilates has grown into a 50-location network across Goodlife Health Clubs and Fitness First in Australia, offering a premium group fitness program developed entirely in-house that has delivered more than 277,000 classes to 3.6 million participants.
“Our 2020 Reform Pilates concept, developed through rigorous NPD testing, has evolved from trial to strategic focus for FLG,” FLG Australia executive general manager Andy Chamoun said. “The popularity of Reform Pilates reflects a wider appetite for premium, instructor-led wellness experiences that balance performance, value and accessibility.”
Unlike boutique studios that charge up to $30 per class, FLG has bundled unlimited Reform Pilates access into its Platinum Plus tier, available exclusively at Fitness First and Goodlife Health Clubs in Australia. The offering includes access to premium gym facilities, steam rooms, saunas and a national network of clubs.
The model satisfies both sides of the equation, giving members who are increasingly seeking more from their gym memberships (including boutique-style experiences) while helping clubs drive membership growth and engagement with a differentiated offering in a competitive market.
“Reform Pilates is a standout example of how FLG continues to innovate and lead within the fitness industry,” Fitness & Lifestyle Group CEO Greg Oliver said. “By executing at scale and unlocking value pricing, this exceptional product democratises premium fitness and wellness. Performance-led and beautifully delivered, our members love it, and our teams are proud to deliver it. This milestone reflects the passion and relentless focus of our people.”
In addition to Fitness First Australia and Goodlife Health Clubs Australia, FLG’s club portfolio includes Jetts Fitness in New Zealand and Thailand, Zap Fitness, Barry’s and Emily Skye Fit.
