Greg Oliver, CEO of Fitness & Lifestyle Group (FLG), has just spoken live at the HCM Summit.

Interviewed on-stage by HCM editor-at-large Kate Cracknell, Oliver took advantage of the Summit to unveil a new premium value strategy for the group.

He explained to delegates how “much of the capital in this sector is still directed to HVLP – but if we’re looking for growth areas in consumer spending, we have to look at premium experiences, particularly among Gen Z consumers.”

He added: “We’ve conducted extensive research into what consumers do and don’t value and there is a strategic gap in the market: for premium wellness experiences at transparent, accessible pricing, delivered at scale.

“This insight underpins the new premium value strategy that’s already in play at FLG.”

At Fitness First Australia and Goodlife Health Clubs Australia, premium value centres on a suite of signature products: Reform Pilates, Revive – FLG’s recovery concept – and a dedicated athletic performance zone that also hosts Les Mills Ceremony.

The impact: “FLG has seen a 50 per cent rise in members aged 15-26 years, making Gen Z our fastest-growing cohort.

“This age group is also spending 65 per cent more per week on health and fitness than previously. They are jumping at the opportunity to get a lot more for a little more.”

Noting that scale is a challenge for many brands operating in the premium space, Oliver explained how FLG’s size – 330+ corporately-owned locations across the APAC region – underpins its successful delivery of premium value.

“Our scale means we can deliver premium experiences at a value price point, bundling all our signature products into our Platinum Plus memberships.

“You could spend A$80 a week in Sydney doing Pilates in a standalone boutique, or you could add it to your Fitness First or Goodlife membership for A$12 a week. This is our competitive advantage: our members can pay just a little more to get a lot more.

“We’re democratising access to a premium product.”

Investment across the Group is now being channelled in support of this premium value strategy. “We have taken a very disciplined approach to deploying capital in high-return areas, with top investments delivering ROI of 300 per cent,” Oliver told HCM.

Already, FLG has reached 50 Reform studios, with an A$25m investment programme underway to further premiumise the Fitness First offering in New South Wales.

Premium value is also in play across FLG’s other brands and markets, including Jetts New Zealand, Zap Fitness and Jetts Thailand. [Editor’s note: Jetts Thailand has always been corporately-owned by FLG, not part of the franchise business.]

“From the outset, Jetts Thailand was built with a premium value mindset, all-encompassing in terms of group exercise and functional training and with an incredibly strong personal training business,” said Oliver.

“Already the largest operator in Thailand by number of clubs, and with huge demand for more, we have proved we can deliver a premium value product to the masses.

“We believe this strategy also opens the door to other markets in Southeast Asia, either through acquisition or greenfield development.”

A full interview with Greg Oliver can be read in HCM issue 9 2025.

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Next up at the HCM Summit it’s the coffee break with food provided by Virgin Active/Kauai, after which Total Fitness CEO, Sophie Lawler, will take to the stage.