S30 Studio announces plans for 40 gyms in New Zealand by 2030

Australian founded gym group S30 Studio, known for its nightclub style décor and atmosphere, has announced plans to open 40 new sites in New Zealand before 2030.

One of Australia’s fastest-growing fitness franchises, S30 Studio has already its first New Zealand locations in the Auckland suburbs of Tauranga and Mt Eden.

Described as an "immersive sensory training experience that is a cross between a gym and a nightclub", S30 clubs offer 24/7 gym access for members, with a “low-light and energetic music environment”.

In addition to the gym facilities, members can access recovery options like saunas, ice baths, and compression boots along with a technology platform that allows members to transfer between studios and access workouts remotely.

Luke Faulkner, the New Zealand-born founder and Chief Executive of S30 Studio, says the New Zealand fitness market is underserved by global standards and has considerable room to accommodate a new entrant.

He notes “the gym and fitness industry in New Zealand has been expanding at a steady pace, though it remains smaller than those in countries with large populations and strong fitness cultures like the USA, Australia and the United Kingdom.

“Based on current figures we believe there is potential for this local market to grow to a billion dollar industry.

“Gym membership penetration rates in New Zealand are low in comparison to many markets around the world. (This) smaller market size and distinct fitness preferences contribute to this difference.

“However, there is strong growth potential in New Zealand’s fitness industry, particularly in high-tech and boutique fitness solutions, and the adoption of hybrid digital and in-person memberships. This trend reflects broader Asia-Pacific developments, where digital fitness access is expanding rapidly and growing overall participation rates.

“We see a clear gap in this market for an innovative player with the right model, and our approach has led to network-wide revenue growth of over 280% in the past two years, with our footprint in Australia nearly tripling.

“With more than 12,500 members in Australia joining since our launch five years ago, we’re now setting our sights on New Zealand, aiming to reach 10,000 members here over the next five years."

Faulkner says their New Zealand expansion has been funded by a multimillion-dollar capital investment and they have appointed a master franchisor for this market, in line with their Australian operating model.

He adds “while virtual training programmes have risen significantly in recent years, we place greater emphasis on an in-person, coach-led approach - a typical S30 class has 36 participants and up to three trainers.”

Beyond New Zealand, Faulkner is also looking to expand into the USA, Europe and South-East Asia in addition to an aim to have over 175 locations across Australia in the next five years.

He adds “we are currently talking to potential franchisees around the country who are passionate about the fitness industry and we’re confident that our unique training methodology, focus on community, and commitment to providing a high-quality fitness experience will resonate with New Zealanders.”

S30’s lighting experience
Darryl McLaughlin, the master franchisor for S30 in New Zealand, says the link between music, low lighting and exercise outcomes is well established - helping to drive member retention.

Explaining that the strategic use of lighting can improve workout performance and allow exercisers to focus intently on the overall experience, he advises “research shows that low lighting levels in a gym environment tend to remove the element of comparison and competition and encourage an inward focus rather than looking externally at what you look like or what everyone else is doing.

“When we combine this with high-intensity music and the close supervision of a structured exercise programme the results tend to follow.”

Images: The S30 gym experience (top) and S30 Studio founder and Chief Executive Luke Faulkner (below).