Double Bay has been identified as the potential site of Fitness First’s next flagship health and wellness club, according to a recent submission. The proposal outlines a 1,750-square-metre space that would combine gym facilities, Pilates, high-intensity training and recovery services under one membership, offering a new community hub for the suburb.
Timeline and Broader Expansion
While the Double Bay plans are yet to be independently confirmed, the timeline put forward indicates an opening in autumn 2026. The idea comes as part of Fitness & Lifestyle Group’s (FLG) ongoing investment across New South Wales.
In 2024, the company launched major upgrades including new clubs in Richmond and Balaclava, backed by a $25 million program across 14 Fitness First locations in the state.
The group has already introduced “Revive Recovery” at its Richmond flagship, featuring infrared and traditional saunas, cold plunge therapy, red-light therapy, compression boots and massage beds. The concept aims to embed recovery into members’ daily fitness routines. If progressed, Double Bay would be expected to incorporate similar services.
“The Fitness First Double Bay destination is more than just a club or a gym; it’s a taste of what the future looks like for both fitness and wellbeing and the relationship between the two,” Greg Oliver, the CEO & Managing Director of Fitness & Lifestyle Group, said. “Within the space, we’re excited to bring together cutting-edge recovery and luxury lifestyle experiences within a single membership, offering a one-serve opportunity to experience premium services at an affordable cost.”
Strength in Pilates and Training
Reform Pilates continues to be a focus for FLG, with the brand celebrating 50 studio locations across Fitness First and Goodlife in 2025. Alongside this, the Les Mills “Ceremony” program has been rolled out in select clubs, starting with Richmond, to bring boutique-style functional training into larger gyms. These offerings reflect FLG’s strategy to appeal to younger members while broadening its lifestyle-based programs.
Competitive Landscape
The Double Bay proposal arrives amid a surge of wellness-driven clubs across Sydney. Virgin Active has launched a Social Wellness Club in Bondi, combining training, recovery and social spaces, while Saint Haven has announced plans for Bondi and North Sydney by 2026. TotalFusion has also expanded its integrated health and wellness sites.
Fitness First’s potential move into Double Bay aligns with this broader trend of combining fitness and lifestyle experiences in one place.
Established in 2016, FLG now operates more than 330 locations across Asia Pacific, with over 600,000 members. Its portfolio includes Fitness First, Goodlife Health Clubs, Jetts, Zap Fitness and Barry’s. The group positions itself as focused on supporting physical, mental and emotional health in communities across the region.
Published 17-Sept-2025
