REVL Training Brings Structured Strength Franchise to the U.S.

REVL Training, a strength and conditioning franchise founded in Australia in June 2020, is entering the United States with Florida as its first priority market. The brand operates more than 50 studios across Australia, Singapore, Malaysia, Korea, Vietnam and Taiwan and says it has sold over 80 territories.

A retention pitch, not a novelty pitch

REVL programs members through periodized 13-week blocks with set reps and loads based on percentages of one-rep and three-rep maxes. The company reports member attrition below 5 percent, average studio membership above 200 and top Australian studios past 350. Those are the numbers a U.S. buyer should verify, since boutique fitness economics live or die on churn.

Walking into a crowded field

The U.S. has watched Australian imports stumble. F45 is shrinking its system after a delisting and franchisee distress, and HIIT studios compete with high-value, low-price gyms that now bundle Pilates and recovery. REVL is positioning against that by selling structure and progression rather than a sweaty class, and by running its own competitive events circuit to keep members engaged.

Who REVL wants

The company is courting experienced operators, multi-unit investors and owners who want to convert an existing studio, and it offers area developer agreements. Conversions are a fast way to seed a new market, because the box and member base already exist. REVL targets 100-plus open studios across 10 countries by 2028.

Diligence before signing

U.S. prospects should ask whether the attrition and membership figures appear in a franchise disclosure document, how many of the 80 territories are open versus sold, and what support exists in Florida before a regional team is built. A brand entering a new country is also learning the market, and early franchisees carry part of that cost.