Franchise Equity Partners Acquires Planet Fitness Australian Franchisee Bravo Fit

Private investment firm Franchise Equity Partners has acquired Bravo Fit, the exclusive Australian franchisee of global fitness brand Planet Fitness, from existing shareholders including Planet Fitness, Inc.

The transaction marks Franchise Equity Partners’s first direct investment in an Australian-headquartered business and enables Planet Fitness to exit its minority ownership position while continuing its core role as the international brand franchisor. Financial terms of the agreement were not disclosed.

The acquisition provides Bravo Fit with a flexible capital to accelerate its national club development and enhance member experience. Bravo Fit currently operates 32 Planet Fitness locations across Australia and holds exclusive area development rights for up to approximately 100 additional clubs spanning Victoria, New South Wales, Queensland, South Australia, and the Australian Capital Territory.

The company’s existing executive team, led by Chief Executive Danielle Monroy, will remain in place to oversee regional growth. Furthermore, former BT Financial Group and Craveable Brands Chief Executive Rob Coombe has been appointed Chairman of Bravo Fit.

Emphasising the importance behind the acquisition, Planet Fitness CEO, Colleen Keating, said: “We are thrilled by the performance of the Planet Fitness brand in Australia since first entering the market seven years ago.” 

“We partnered with Bravo Fit initially to bring our brand promise of high-value, low-price fitness to the region, and our model has resonated well in the country.

The sale of our ownership stake in Bravo Fit to Franchise Equity Partners validates our approach, and we are confident that Franchise Equity Partners and Bravo Fit will continue to further scale Planet Fitness’ presence and growth in Australia,” Keating said.

Highlighting the strong market fundamentals driving the acquisition, Franchise Equity Partners managing director and head of investments, David O’Donnell, added: “Bravo Fit is exactly the kind of partner Franchise Equity Partners is built to support: a proven operator with a clear runway in a high-quality, globally recognised franchise system.”

“Our flexible capital and experience scaling franchise businesses are designed to help the management team accelerate that buildout while preserving the operating discipline and member focus that have made Bravo Fit successful,” O’Donnell said. 

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