The company aims to operate more than 100 gyms in Portugal by 2030, opening an average of between 10 and 15 locations each year. Its management has indicated that the target could potentially be reached earlier, although the locations of the next openings have not yet been disclosed.

VivaGym currently promotes a network of more than 40 clubs in Portugal. The expansion plan would therefore significantly increase its national presence and support its stated ambition of becoming the country’s leading fitness operator.

The strategy will be overseen in Portugal by newly appointed managing director Luis de Mello, who is based in Lisbon and reports directly to group chief executive Cristina Burzako. His responsibilities include expanding the network, upgrading existing facilities and adapting the company’s offering to the Portuguese market.

Growing beyond Lisbon and Porto

The planned investment is likely to bring VivaGym into a wider range of Portuguese cities rather than concentrating solely on the country’s two largest metropolitan areas.

The group already operates clubs in the Algarve, including Faro, Loulé, Olhão, Portimão and Tavira, reflecting growing demand for lower-cost and flexible gym memberships outside Lisbon and Porto.

Expansion into regional centres could widen access to modern fitness facilities while placing additional pressure on independent gyms and established national chains. Fitness UP, for example, currently advertises more than 55 clubs across Portugal, illustrating the scale of the competition VivaGym will face.

VivaGym’s Portuguese presence was originally strengthened through its acquisition of Fitness Hut in 2018. The group later completed a €6 million rebranding of 41 former Fitness Hut clubs under the VivaGym name.

Portugal’s fitness market continues to expand

The investment arrives during a period of strong growth for Portugal’s fitness sector.

The latest consolidated industry figures indicate that Portugal had 1,282 operating fitness centres in 2024, an increase of 21.4% compared with 2023. Active membership reached approximately 780,000 people, while annual sector revenue rose to €345 million.

Despite that growth, gym membership penetration in Portugal remained below the European average, suggesting that operators still see considerable room to attract new customers. Portugal’s rate stood at approximately 7.6% of the population, compared with an estimated European average of 8.4%.

That gap helps explain why international groups continue to invest heavily in the Portuguese market. Affordable subscription models, extended opening hours and the absence of lengthy membership commitments have made low-cost gyms particularly attractive to consumers.

At the Iberian level, VivaGym has also been expanding through acquisitions. A proposed combination with Spanish operator Synergym would create a network of more than 450 clubs across Spain and Portugal, subject to regulatory approval.

For Portuguese customers, the €100 million expansion could mean greater choice and more clubs closer to home. For the industry, however, it also signals a more competitive period in which location, pricing and service quality will become increasingly important.