Gold’s Gym Franchisee in Victoria Nets $170 Million in Private Equity Deal

A major operator of fitness centres across Victoria, overseeing multiple Planet Fitness franchises, has been valued at approximately $170 million following a significant acquisition by a private equity firm. The deal, reported by financial sources, signals a continued strong appetite for health and wellness assets in the Australian market.

The unnamed investment group has moved to acquire the local franchisee’s entire portfolio, which includes several busy 24-hour gym locations in Melbourne’s outer suburbs and regional centres. This transaction highlights the growing trend of institutional capital flowing into the fitness sector, particularly for brands with a proven low-cost, high-volume membership model.

Industry analysts note that Planet Fitness, known for its “Judgement Free Zone” philosophy and affordable pricing, has seen a steady rise in memberships post-pandemic. The Victorian operator’s network has benefited from this surge, with strong recurring revenue streams and a loyal customer base driving investor interest. The $170 million valuation reflects not just current earnings, but significant projected growth as the chain continues to expand into underserved areas.

Local business observers suggest that this private equity swoop could trigger further consolidation among gym franchisees in Victoria. Smaller independent operators may now face increased competition from these well-capitalised groups, which can invest heavily in marketing, equipment upgrades, and new site acquisitions.

For members of the affected Planet Fitness locations in Victoria, the change in ownership is expected to be seamless, with day-to-day operations, staffing, and membership terms likely to remain unchanged. The new owners have indicated a focus on maintaining service quality while exploring opportunities to open additional clubs across the state.

This acquisition marks another milestone for the local fitness industry, proving that even in a competitive market, established franchise operators with strong brand backing remain highly attractive to major investors.