The Australian group fitness franchise is leveraging studio growth and in-person competitions to build global brand equity, eyeing new markets in Asia and North America
When Australia-founded Revl Training hosted its inaugural Global Revl Team Games this year, the brand signaled its entrance into the booming fitness racing sector.
The functional fitness competition was held in Adelaide, Australia, bringing together over 450 athletes and more than 1,000 spectators, with international teams and public competitors joining in.
Wearable giant Whoop partnered with Revl for the event, and the group fitness franchise is already planning to continue running the event annually in different locations as it taps into the exploding market for in-person fitness races.
Brands like Revl are riding the Hyrox boom; so is ATHX Games, which recently partnered with Adidas and is similarly looking to grow its international footprint.
For Revl, the event also underscored its growing success as it looks to amplify its global brand presence and enter new markets across Asia and North America.
“2025 has been a pivotal year for Revl,” said the brand’s chairman, Allen Law. “We set out to prove that you can scale a global fitness brand without compromising on coaching quality, programming integrity or studio profitability.”
The functional fitness brand offers performance-led programming combined with structured strength and conditioning, coaching and a robust, results-driven community.
Revl currently operates 46 studios across five markets: Australia, Singapore, Malaysia, South Korea and Dubai, achieving an average of 84% year-on-year growth, with six of those locations exceeding 100% annual revenue growth.
Its strategy moving forward will emphasize market consolidation, which involves communicating with owners of existing boutique fitness studios to transition and rebrand into Revl. The rebrand would give operators access to Revl’s programming, systems, marketing support and member ecosystem.
“We see Revl not just as a franchise but as a platform for ambitious operators,” said co-founder Ben Woolford.
“Whether you’re launching your first studio or converting an existing brand, our goal is to give you the tools, data and community to build a long-term, profitable business in a sector that is still highly fragmented,” he added. “There is significant room for consolidation, and Revl intends to be at the forefront of that trend.”
On average globally, Revl studios are achieving over 190 members per site, with some in Australia surpassing 300, according to the brand.
Earlier this year, the brand announced plans to onboard hundreds of fitness entrepreneurs as Revl franchisees, part of its ambitions to expand into other markets including the U.S. and the U.K.
“The most exciting part of our journey is still ahead,” Revl co-founder Josh Mildren said. “In 2026, we will continue to invest in coaching, technology, events and our partners to ensure that every Revl studio — wherever it is in the world — delivers the same high-performance, high-support experience our members expect.”
