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Fitness First Australia has opened the doors to a new $8 million flagship club in the Melbourne suburb of Richmond.

Following a phased opening that began on 1st July, the final signature elements of the 4,000 square metre Platinum club were unveiled to the public today.

These include the brand’s inaugural Revive zone - an immersive 250 square metre recovery space featuring infrared and traditional saunas, cold therapy rooms, red light therapy, compression boots, massage beds and massage guns.

Introducing the new concept, Andy Chamoun, Executive General Manager of Fitness First Australia owner Fitness & Lifestyle Group Australia, explained “with the growing emphasis on self-care and recovery, the way people approach fitness has evolved. We’ve noticed a natural shift in member expectations, with a greater focus on overall wellness.

“Our Revive concept is a direct response to this shift, offering members a comprehensive wellness experience.”

Other facilities at the flagship club include a comprehensive, Technogym-equipped gym floor and extensive group exercise facilities, with four distinct studio spaces: hot yoga, indoor cycling, a multi-purpose studio and Reform Pilates, the group’s signature reformer Pilates concept.

Fitness First Richmond is also introducing Les Mills Ceremony™, making it the first location in Australia to offer this 45-minute boutique-style workout.

The program focuses on enhancing full-body strength, cardio and conditioning, providing a comprehensive fitness experience.

Les Mills Ceremony is hosted in the club’s dedicated athletic performance zone, which features equipment such as high-performance treadmills, lifting platforms, cable machines and SkiErgs.

Developed in collaboration with high-performance expert Plae - known for its work with US college and professional sports teams - the zone is optimised for these dynamic classes, which incorporate explosive exercises, balance and coordination drills and full-body movements. It also serves as an ideal space for independent training and personal trainer-led sessions.

Chamoun added “at Fitness First Australia, our mission is to help members reach their full potential. The broad offering at our new Richmond flagship supports that vision, allowing members to take a 360° approach to their fitness and wellbeing under one roof.”

A focus on personalised member journeys is further supported by a team of 22 personal trainers, with members also able to access personalised training programmes and nutrition consultations.

Chamoun went on to say “we’ve taken decades of learnings and the best of all our clubs and brought it together in this fantastic new facility. With exceptional quality across the board, the value proposition is unparalleled: a Diamond Membership offering access to all services, including Reform and Revive, starts at AU$52.99 a week.

“Compare that to purchasing gym, boutique group exercise and recovery memberships separately and it’s clear the new Fitness First Richmond Platinum will revolutionise the fitness landscape in Melbourne.”

Member feedback and usage of the Revive zone will be monitored with a view to retrofitting popular elements of the concept - where possible and appropriate - across the 50-club Fitness First Australia estate.

Fitness First Australia is owned by Fitness & Lifestyle Group, Asia Pacific’s largest group of corporately-owned health and wellness clubs.

Images: Fitness First Richmond. Credit: Fitness & Lifestyle Group.

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