EVOLUTION WELLNESS TO LAUNCH BOUTIQUE FIRE FITNESS BRAND IN AUSTRALIAN MARKET
Feb 10, 2021
Evolution Wellness, the Asian fitness club operator whose portfolio of brands also includes Celebrity Fitness, Fitness First, and Fivelements, is to enter the Australian market with its premium boutique gym brand, FIRE Fitness.
Established in 2015 by industry veterans husband and wife duo Dave Nuku and Tracy Minnoch-Nuku, and Rich Hutson, FIRE Fitness is a leader in Malaysia’s premium boutique market delivering some of the most popular boutique fitness class experiences in the market, having received more than 5,000 ratings on ClassPass to date, with fans giving the classes an average rating of 4.8 stars out of 5.
Looking to expand on its four FIRE Fitness clubs – known as Firestations – to deliver virtual and physical proprietary classes such as BARRE, FORCE, RIDE, STRIDE, and STRIKE, co-founder Hutson explains “FIRE Fitness’s Signature programs are designed to deliver engaging and uplifting results-driven fitness experiences in an intimate boutique environment. From the consistently full classes and bookings on the waitlist in the early days of the brand until this very day, it’s clear that we have a winning formula – from innovative program design and studio concepts, to the inspiring FIRE trainers and the tight-knit community of fans we have managed to grow over the years.”
FIRE Fitness’s Signature programs are time-efficient and geared towards delivering results while transcending various exercise modalities; 80% of Signature classes comprise fusion classes which not only challenge the body in new ways, but also keeps fans motivated with variety. For example, STRIDE combines treadmill running, weight training, and body weight movement, while in a STRIKE program, treadmill work is replaced by boxing moves. RIDE Yoga, on the other hand, combines thirty minutes of high intensity sprints, followed by a power yoga segment which presents participants with the thrill of HIIT cycling and the calmness of yoga.
Hutson noted “last year, we embarked on our online offering of Signature programs, and were pleased to be able to attract a diverse global audience within the first month – we saw people from as far away as Argentina, Australia, Brazil, Costa Rica, Honduras, India, Mexico, and the UK tuning in. This shows just how strongly the FIRE programs resonate around the world, which gives us tremendous confidence as we launch our licensing program.”
Nad Myan, Evolution Wellness’ Director of Growth and Innovation, went on to say “the FIRE Fitness licensing program is truly unique with our entry-level yet high-quality FIRE-branded HIIT studio ‘FIRE Revolution’ delivering a capex-light concept, which is highly accessible to fitness entrepreneurs, while at the premium end of the spectrum, investors in a FIRE license also have the option to open one or more proprietary studio concepts under the same roof.
For example, our downtown Kuala Lumpur club is a three-studio outlet, delivering FORCE, STRIKE, and BARRE programs at the one location. Fire represents incredible value for such a high-quality brand that achieves ROI within the first year of opening.”
Describing FIRE Fitness as an asset-light, digitally enabled model, said Simon Flint, Chief Executive of the Kuala Lumpur-based Evolution Wellness, added “licensees will benefit from the expertise and industry know-how of Asia’s leading health club operator, and receive on-going support in the form of marketing materials and workout content, among others.
The FIRE Signature class innovation pipeline is strong, and we are committed to continuing to deliver new fitness experiences to the market. Since launching the FIRE Fitness licensing program late last year, we’re pleased that the brand and proposition have been able to attract a number of enquiries from as far as the Middle East.
“We look forward to growing the FIRE Fitness network more aggressively in the months ahead as the world heals from the aftermath of the COVID-19 pandemic