Fitness First Thailand plans to invest 330 million baht over the next 12 months to open new branches and renovate existing clubs.
The investment covers the launch of Fitness First Central Northville in Nonthaburi today, said Mark Elliott Buchanan, chief executive of Evolution Wellness Asia, the operator of Fitness First in Thailand.
The location introduces a new-concept club that integrates strength training, Hyrox training and Pilates reformer, with redesigned spaces tailored to different training styles and goals.
The company operates 32 Fitness First branches and two Celebrity Fitness branches in Thailand, with nearly 60,000 members.
Next year, it plans to open a branch at The Central Shopping Centre, a new mixed-use project in Bangkok's Chatuchak district. The Central by Fitness First offers a premium club design, performance training, wellness and recovery services, professional coaching and personalised guidance.
The investment also includes renovations at Platinum Q-House Lumpini and CentralWorld in Bangkok, and Mega Bangna in Samut Prakan.
Company data indicate that from 2021 to 2026, average club visit frequency rose by 25%, from around eight to 10 monthly check-ins per member. The proportion of members using personal training rose from 17% to 27%.
Participation across different training disciplines also grew sharply, with average participation in HIIT classes up 159%, while Mind & Body and Pilates participation grew by 73%, Mr Mark said.
Thailand's fitness industry remains attractive, with room for growth, and has not yet reached market saturation, he noted.
Mr Mark said he expects newcomers to enter the Thai market in the coming years, adding that the industry has long faced staff shortages.
To address this, the company has collaborated with universities to offer apprenticeships and recruit graduates to work at Fitness First. All trained trainers are employed full-time, he noted, emphasising the importance of ensuring sufficient staffing before opening new branches and adapting fitness classes to meet evolving consumer trends.