Fitness First Thailand Unveils THB 330 Million Investment to Transform Its Clubs for the Next Generation of Fitness

Major investment in new clubs, upgraded experiences and emerging training formats responds to significant shifts in how Thais exercise

Bangkok, 15 October 2026 – Fitness First Thailand today announced a THB 330 million investment across its Thailand business over the next 12 months, accelerating the evolution of its clubs as members train more frequently and increasingly seek a wider mix of strength, performance, personalised coaching, Pilates, wellness and recovery.

With 32 clubs across Thailand serving close to 60,000 members, and more than 25 years in the market, Fitness First has built one of the country’s most established fitness networks. The new investment represents the next phase in the development of that network, with new clubs and upgrades designed around how members’ training habits and expectations are changing.

The investment will fund new club development and upgrades to existing Fitness First clubs, beginning with Fitness First Central Northville, opening on 16 October 2026, and followed by a major new flagship, The Central by Fitness First on Phahonyothin Road, Bangkok, scheduled to open in 2027.

The THB 330 million investment marks a significant new chapter for Fitness First in Thailand, building on more than 25 years in the market and accelerating the evolution of its club experience.

For Mark Elliott Buchanan, Chief Executive Officer of Evolution Wellness Asia, the investment is about more than expanding Fitness First’s physical footprint. It reflects how the brand itself is evolving in response to the way members now approach fitness.

“This isn’t simply about opening new clubs. We’re investing THB 330 million in how the Fitness First experience needs to evolve for the way people are training today.

“Our members are visiting more often, investing more in coaching and embracing a much broader mix of training. We see a clear opportunity to create clubs that bring those needs together, from strength and performance to Pilates, recovery and expert guidance. Thailand has been an important market for Fitness First for more than 25 years, and this investment is our commitment to its next chapter.”

Members Are Training More and Expecting More
Fitness First’s investment comes as its own member data shows how fitness behaviour is evolving.

From 2021 to 2026, average club visit frequency increased by 25%, while the proportion of members using Personal Training rose from 17% to 27%. Participation across different training disciplines has also grown sharply, with average participation in HIIT classes increasing by 159%, while Mind & Body and Pilates grew by 73%.

Together, these trends show how members’ approach to fitness is evolving. They are not only training more frequently, but also seeking a broader mix of experiences and greater professional support to achieve their goals.

These changing behaviours are helping shape where Fitness First is directing its investment: towards clubs capable of supporting multiple dimensions of fitness within one experience, from strength and performance training to coached programmes, mobility, Pilates, wellness and recovery.

And for Mark, the data points to a bigger change in what members now expect from a fitness club.

“There was a time when the gym was predominantly a place people came to exercise. What we’re seeing today is much more multidimensional. Members want to become stronger and perform better, but we’re also seeing significant demand for coaching, mobility, Pilates and recovery.

“That changes what a great fitness club needs to be, and it’s why we’re investing now.”

A New Generation of Fitness First Clubs

The first expression of this evolution will be Fitness First Central Northville, opening on 16 October 2026.

As Fitness First Thailand’s first new-concept club, Central Northville brings together Strength Training, HYROX Training and Pilates Reformer, supported by redesigned spaces created around different training styles and goals. 

It will be followed in 2027 by a significantly larger expression of the brand’s future direction: The Central by Fitness First on Phahonyothin Road.

Developed around the concept “The Finest Expression of Fitness First,” The Central will bring together premium club design, performance training, wellness and recovery, professional coaching and personalised guidance within a flagship experience.

Rather than simply adding more places to exercise, the ambition is to create an environment where members can pursue different dimensions of their fitness within a single club experience.

The Central is intended to bring that evolution together in its fullest form, combining what Fitness First has learned from more than 25 years in Thailand with what its members are looking for next.

“The Central will be our opportunity to bring together everything we have learned from more than 25 years in Thailand with what our members are telling us they want next,” said Mark.

“Our ambition is for it to set a new benchmark for Fitness First in Thailand and provide a blueprint for how the brand continues to evolve.”