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Australian Network Bets on Guided Training, Franchise Expansion and Standardized Model to Compete for Space in the Brazilian Fitness Market, with Ambitious Growth and Adaptation Plans.
The Australian network F45 Training has begun its operations in Brazil with two units in operation — one in Barra da Tijuca, Rio de Janeiro, and another in Moema, São Paulo — and announced an expansion plan that aims to open 1,000 studios in the country over the next five years.
This strategy is part of a broader project for South America, which includes the goal of reaching 1,400 units in the region, under the management of Alex Pedron, president of the Brazilian operation.
The company’s proposal is based on a format of guided group classes, with an average duration of 45 minutes and standardized programming.
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The network focuses on short sessions, with daily exercise variations, as an alternative to the traditional gym model, centered on individual workouts and repeated sets.
F45 Expansion in Brazil Begins in Rio and São Paulo
The debut of F45 in the Brazilian market occurs at an initial stage of implementation, with the first units still in the consolidation phase.
Even so, the company is already negotiating new openings, with an initial focus on the markets of Rio de Janeiro and São Paulo.
In an interview with Exame magazine, Alex Pedron stated that the expectation is to reach about 80 units in these two capitals by the end of the year, if the ongoing negotiations are confirmed.
The expansion will be carried out through the franchise system.
According to information released in the same interview, the initial investment to open a unit starts at R$ 298 thousand.
The Brazilian operation is also structured based on logistical adjustments, especially related to the import of equipment, which has been identified as one of the main challenges for the brand’s entry into the country.
Origin of F45 Training and How the Training Model Works
F45 Training was founded in Australia in 2011 and launched its first studio two years later.
According to institutional information from the company, the network has already sold more than 3,300 studios in over 67 countries, with a strong presence in the United States and other markets in North America, Europe, and Asia.
The training method combines exercises of strength, endurance, cardio, and high-intensity interval training (HIIT).
The classes follow a circuit system, with alternating stimuli throughout the week.
According to Exame, the programming uses a bank of over 5,000 exercises and about 100 different training formats, which allows for daily variation of the sessions.
Guided Classes, Technology, and Group Dynamics
One of the central points of the format adopted by F45 is the complete guidance of the classes by instructors.
The sessions are planned to occur without the use of mirrors and with the support of screens that guide the execution of the exercises.
According to Pedron, in an interview with Exame, the decision not to use mirrors aims to shift the focus away from self-image during the workout, concentrating attention on execution and technical follow-up.
The classes are conducted in groups, with the number of participants varying according to the circuit of the day.
Furthermore, according to the report, each session can accommodate between 32 and 54 students, with intervals of about 15 minutes between groups for space reorganization.
The instructors are trained to adapt the exercises according to different levels of physical conditioning and any restrictions of the students.
From Student Experience to Leadership of the Brazilian Operation
Alex Pedron says that his initial contact with F45 occurred while he was still a student of the network abroad.
In the interview, he reports that he was seeking alternatives to what he described as a gym format that no longer met his personal workout expectations.
The first contact with the brand happened after seeing content on social media and participating in a trial class in the United States.
According to the executive, the experience as a student motivated his interest in understanding the company’s business model.
From there, he became a partner of a unit outside Brazil.
Shortly after, he received the invitation to take over the master franchise of F45 in Brazil and other countries in South America, leading the regional expansion project.
Import of Equipment and Impact on Investment
The import of the necessary equipment for the operation of the units was identified by Pedron as one of the factors that delayed the entry of the network in Brazil.
According to him, the materials used in the studios are standardized and produced outside the country, which directly impacted the initial cost of the franchises.
In the interview with Exame, the executive stated that the solution found involved changes in the supply chain, with a reduction of intermediaries and a reorganization of international logistics, including suppliers in the United States and China.
The expectation, according to him, is that this structure will make the investment more viable for potential franchisees in the Brazilian market.
Prices of Plans and Benefit of Training Abroad
The fees charged to students vary according to the weekly training frequency and the type of plan contracted.
According to information published by Exame, the prices start at R$ 197.70 and can reach R$ 597.70, depending on the number of classes included in the package.
Among the benefits offered is the program called “Passport”, available in annual plans.
This initiative allows students to train at network units outside the country, as long as there is availability, integrating the Brazilian experience with the international network of studios.
Global Presence and Brand Visibility Strategy
On the international stage, F45 Training has gained visibility by associating its brand with well-known names in sports and entertainment.
Exame cites Mark Wahlberg and David Beckham as ambassadors and investors connected to the network globally.
The company uses these partnerships as part of its positioning and promotional strategy in different markets.
In Brazil, however, the operation presented so far is focused on opening units and attracting franchisees.
The progress of the plan to reach 1,000 studios will depend on the performance of the first units and the ability to adapt the model to the local market, which already has a wide offering of traditional gyms and specialized studios.
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