Franchises are built on strong brands, proven systems and great people, with technology increasingly playing an important role in helping franchisees grow more profitable and successful businesses.
While technology has the potential to be one of the biggest enablers of growth, efficiency and competitive advantage, its value comes from how effectively it is integrated into the business, how quickly it evolves as the operating landscape changes and how effectively franchisees and their teams adopt it.
The best franchise technology starts with people
Franchising is ultimately a people business. In fitness, the member experience is shaped by the people running each club, supporting members and building relationships within their local communities.
Our approach to technology is therefore focused on giving franchisees and their teams better tools, better insights and more time to focus on the things that have the greatest impact. When technology removes unnecessary administration and simplifies processes, franchisees can spend more time leading their teams, engaging with members and growing their clubs.
At Viva Leisure, we have invested in building our own proprietary technology ecosystem rather than relying on multiple third-party providers. As Australia's only ASX-listed health club operator, we have been able to make long-term investments in technology that connect member management, payments, access control, customer insights and digital products into one integrated platform.
For franchisees, this means fewer disconnected systems, lower operating costs and technology designed specifically around the way they operate their businesses, rather than around the limitations of external software providers.
Technology that works for the whole network
Building our own proprietary technology means we have greater control over how the platform evolves. Our in-house development team works directly with our operations teams and franchisees to solve real business challenges quickly, allowing us to respond to changing member expectations and continually improve the platform based on the needs of our network.
That connection between technology, operations and people is critical. The best systems are developed with a clear understanding of how they will be used on the ground and the challenges franchisees face every day.
Technology is only the beginning. Its value comes from continually improving the experience based on real-world feedback. Digital Wallet is a good example, with more than 60 per cent of members adopting it within six months of launch as we simplified processes and refined the member experience.
Turning technology into new revenue opportunities
Traditionally, gyms have relied almost exclusively on recurring memberships. Our proprietary technology allows franchisees to reach new customer segments and generate additional revenue streams without significantly increasing labour costs.
Our Flex platform enables casual users to purchase instant gym access using Apple Pay or Google Pay, with payment, access and administration handled automatically. Hotel.Fitness creates another revenue channel by allowing hotel guests to access nearby clubs through a simple QR code displayed in their accommodation. Fling gives members the flexibility to experience facilities across the wider Viva Leisure network while ensuring franchisees are appropriately compensated whenever visitors use their club.
Giving franchisees more time to lead
Technology also plays a significant role in improving profitability by reducing the cost and complexity of operating a franchise business.
Our proprietary Viva Pay platform now processes more than $300 million in payments annually, reducing billing costs across the franchise network by more than $1 million each year. Combined with integrated access control, live reporting and automated member management, franchisees spend less time administering systems and more time leading their businesses, supporting their teams and serving members.
For us, the success of a technology investment is therefore measured through its impact on the people using it and the businesses they are building. Giving franchisees greater visibility over their business, reducing administrative workload and providing tools that help them make faster, more informed decisions ultimately gives them greater capacity to lead.
Scaling a franchise while supporting local leadership
As Plus Fitness continues expanding across Australia and internationally, that integrated platform becomes even more valuable.
Whether onboarding new clubs, integrating acquisitions or entering new markets, technology allows us to scale consistently while delivering the same high-quality experience for franchisees and members. As we expand across New Zealand, India and other international markets, having one connected technology ecosystem enables us to maintain operational consistency while still adapting to local market needs.
It gives franchisees confidence that they are backed by proven systems that can evolve as their businesses grows.
Building the capability to make technology work harder
Artificial intelligence and emerging technologies will continue transforming every industry, including fitness. The businesses that benefit most will be those that combine technology with strong leadership, continuous learning and a willingness to adapt.
That means giving franchisees access to the right technology while building their capability to use it effectively. We are investing in the systems, training and support they need to make smarter decisions, respond to changing customer expectations and identify new opportunities, with the Plus Fitness Academy playing an important role in building the knowledge and skills required to run high-performing businesses.
Our ambition is to build one of the most innovative, technology-enabled and successful franchise systems in our sector, supported by people who have the capability and confidence to make the most of the tools available to them.
Technology will continue to evolve, but the role of strong leadership, capable teams and great member relationships will remain fundamental to the success of every club. By bringing those elements together, we can give our franchisees a stronger platform for growth while creating better experiences for their members.
Gordon Martin, General Manager – Franchising, Viva Leisure
Gordon Martin is the General Manager – Franchising at Viva Leisure, where he leads the strategic growth, operational performance and ongoing expansion of one of Australia's largest and fastest-growing fitness franchise networks.
With almost 30 years of experience across the health, fitness and franchising sectors in Australia and the United Kingdom, Gordon is recognised as one of the country's leading franchise executives. Since joining Viva Leisure in 2021, he has overseen the continued growth of the Plus Fitness network across domestic and international markets, helping franchisees achieve strong commercial outcomes while maintaining consistent brand standards and member experiences.
Prior to joining Viva Leisure, Gordon held a number of senior executive positions within the fitness industry, including General Manager, Head of Operations and Head of Club Performance, where he played a significant role in the growth and performance of one of Australia's largest fitness franchise systems. Earlier in his career, he held leadership roles with LA Fitness and LivingWell Premier in the UK, building extensive expertise across club operations, franchise development and business strategy.
Gordon was recognised as one of Australia's Top 30 Franchise Executives in 2026 and played a key role in Plus Fitness being named International Franchisor of the Year by the Franchise Council of Australia the same year. He holds a Bachelor of Arts in Sport and Management from Moray House University, Edinburgh, and is passionate about supporting franchise partners to build sustainable, high-performing businesses.
