Plus Fitness has unveiled a brand refresh which will roll out across its club network.

An electric blue hero colour and related colour palette reflects the brand’s heritage. The new look is expected to distinguish Plus Fitness in the busy 24/7 gym market.

In addition to the makeover, the gym chain will house industry-leading equipment.

Plus Fitness is owned by multi-brand group Viva Leisure. Harry Konstantinou, Viva Leisure CEO and managing director, predicted a new start for the nearly 200-strong gym chain.

“We will elevate the brand into a new era,” he said. “The new vibrant branding and state of the art club fit outs will ensure we come out more competitive and stronger than ever.  We are excited for our franchisees to come on this journey with us, and we can’t wait to showcase  the new clubs to our members.”

Viva Leisure acquired the Plus Fitness brand in mid-2020.

In March, the parent company reported  a half year revenue of $34 million, a slight drop which is a reflection of the tough pandemic times.

At the time Viva Leisure CEO and managing director Harry Konstantinou said club acquisitions and greenfield locations had boosted the business.

Harry said “Plus Fitness has sold more than 23 new territories that are expected to open in the next 12 months, five planned to be open before the end of June.”

Viva owns 12 health club and fitness brands, predominantly corporate owned, and has opened seven sites recently.

The business plans to franchise its most recent brand acquisition, Rebalance Pilates & Yoga, as well as its Hiit republic fitness concept.

“We expect to have all the systems, processes, documentation, and training in place to offer territories for sale by the end  of 2022.”