Virgin Active to Acquire Holmes Place Germany for $152M Cash Consideration

The deal gives Virgin Active an immediate foothold in Europe’s largest fitness market as consolidation across the continent accelerates

Virgin Active is entering the German fitness market through a €135 million ($152 million) acquisition of Holmes Place Germany, adding 13 premium wellness clubs to its growing international portfolio.

The deal, announced Monday, will see the U.K.-based Virgin Active acquire Holmes Place Germany from a joint venture between Holmes Place Europe and funds controlled by private equity firm Auctus Capital Partners.

The acquisition includes clubs across six German cities: Berlin, Düsseldorf, Hamburg, Cologne, Essen and Lübeck.

The agreement is unconditional, with completion and transfer of ownership expected in mid-December 2026. Virgin Active will fund the acquisition using existing cash resources following a rights issue to shareholders in October.

“Our entry into Germany is an important milestone in Virgin Active’s global expansion in the premium wellness segment,” said Virgin Active Group CEO Dean Kowarski.

“Germany is Europe’s largest fitness market, and through Holmes Place, its leading premium operator, we are acquiring a high-quality network of clubs in major cities, a highly experienced team and a loyal membership base,” Kowarski added.

Germany has approximately 12.4 million fitness club members, with its premium fitness segment projected to grow 9.3% through 2028, according to the European Health & Fitness Report 2026.

Virgin Active plans to gradually introduce its Social Wellness Club concept across the acquired locations, integrating fitness and group exercise with recovery, spa services, coworking and social spaces.

The company currently operates 224 clubs across 10 countries, serving more than 1 million members. The Holmes Place acquisition follows Virgin Active’s recent entry into Switzerland through a club acquisition in Lugano, while its first location in Vienna, Austria, is scheduled to open in early 2027.

Holmes Place Germany’s existing management team will remain in place following the acquisition, with no immediate changes planned for members or employees.

The deal adds to a growing wave of consolidation across Europe’s fitness industry, as major operators and private equity firms pursue acquisitions to build scale and enter new markets.

While much of the recent dealmaking has centered on low-price gym chains, Virgin Active’s acquisition highlights growing interest in consolidation at the premium end of the market.

The company said Holmes Place Germany is expected to contribute approximately 14% of Virgin Active Group’s pro forma 2026 EBITDA, underscoring the significance of the transaction to its broader business.