Jetts Brand Guidelines: The Gold Coast 24/7 Gym Franchise Started by a Couple in 2007

A personal trainer, his partner and one club.

Jetts started on the Gold Coast in Queensland. Brendon Levenson founded Jetts 24 Hour Fitness with Cristy, now his wife, in August 2007, after the pair had already run two gyms in their early twenties, The Sydney Morning Herald reported in October 2011. They opened their first club on the Gold Coast with their own savings. English Wikipedia gives the same founding year and founders.

The idea was simple. Levenson built the business on convenience, 24-hour access, no contracts and lower running costs, the Herald reported. The clubs were franchised from the start. By late 2011 Jetts had opened 116 franchises in Australia and 17 in New Zealand, and it came second on that year’s BRW Fast 100, the business magazine’s list of fast-growing Australian companies, according to the same report.

Growth then moved overseas. English Wikipedia dates the first club outside Australia to June 2010, at Royal Oak in Auckland, New Zealand. In December 2014 the Herald reported that Jetts had opened its first European club, in Leiden in the Netherlands, late the previous year, and had launched the brand in the United Kingdom at the National Franchise Exhibition in Birmingham. For the UK it chose regional developers with sole rights to open clubs in their area, rather than a single master franchise. English Wikipedia adds that the first Asian club opened in Bangkok in January 2016.

The company’s own website still dates the brand to that start. Its “Fitness Freedom” page opens with the words “Fitness Freedom Since 2007” and says the brand has offered 24/7 access, no lock-in contracts and flexible memberships since that year. The founders have since moved into padel: Australasian Leisure Management reported in October 2026 that Brendon and Cristy Levenson run Padelground, which opened its first club on the Sunshine Coast in September 2026.

A private-equity owner, then a management buyout.

In September 2016 Quadrant Private Equity bought Jetts. It became part of Quadrant’s Fitness & Lifestyle Group (FLG), which also took in Fitness First Australia and Goodlife Health Clubs, according to English Wikipedia and Australasian Leisure Management.

Six years later the business was split. On 26 September 2022 FLG announced the sale of the franchise division of Jetts through a management buyout led by Elaine Jobson, then chief executive of Jetts Fitness Australia, Australasian Leisure Management reported. The sale covered 129 franchised clubs in Australia and the franchise businesses in the United Kingdom and the Netherlands. FLG kept the Jetts brand and clubs in New Zealand, Vietnam and Thailand. Jobson said she had always seen the franchise model as different within the FLG group, and that her team would grow both franchised clubs and its own clubs in a new design.

The two parts have gone separate ways since. In April 2026 Australasian Leisure Management listed Jetts Fitness New Zealand and Jetts Fitness Thailand among FLG’s brands, alongside Fitness First Australia, Goodlife Health Clubs and Barry’s. The Australian franchise business now sits in BeWell Brands, a franchising group run by Jobson as chief executive and managing director. In September 2025 the same magazine reported that the newly formed group had agreed a joint venture with O-Studio, a recovery and wellness concept from New Zealand, for an Australian launch. By November 2026 it listed BeWell’s portfolio as Jetts Australia, Jetts International, O-Studio Australia and Fitesque.

The franchise network keeps growing at home and abroad. In March 2026 Australasian Leisure Management reported that Jetts Fitness Australia had 129 clubs, with six more about to open. In January 2026 Jetts renewed its UK master franchise agreement; the magazine reported that the first UK club opened in 2017 and that the network reached 22 gyms in 2025, with more than 31,000 members. India came next. Jetts opened a club in Vasant Kunj, New Delhi, in 2026, and a second, in Model Town, in November 2026, through a partnership between BeWell Brands and local partners, according to the magazine. That second club pairs strength and functional training with reformer Pilates and rooftop padel and pickleball courts.

How gym chains present themselves.

Gym and health-club chains sell a place, so much of their visual identity lives in photographs of the clubs themselves: the equipment floor, the class studios, the changing areas and, increasingly, the details of a refit. The companies publish this imagery in their own press rooms and on club pages, and when a chain modernises, the new interior often becomes the story; RSG Group’s 2024 release on McFit described steel, concrete and wood rather than a new logo.

Many chains split one name into tiers and sub-brands. A club brand may run a premium line and a value line under separate colours, give its class formats their own names, or sell a training programme through its member app. Fitness First’s German owner, for example, separates BLACK and RED clubs, and the UK business launched a training service called “able” inside its app in 2025.

Campaign identities change faster than logos. Slogans, ambassadors and sports sponsorships give a chain public visibility for a few years, while a wordmark and its colours may last a decade or more. Where a rebrand is documented, it is usually in trade or marketing press at the time of the launch, and that is where the guides in this set look for it.

Ownership is often the least visible layer. Corporate websites, press releases and trade magazines record which investor owns a chain, how many clubs it counts and in which countries, and those figures change with each purchase or sale. The guides in this set give club, member and country counts only as a dated source states them, and name the owner as of that source.

One idea, repeated everywhere.

The Jetts identity is built around one phrase. The website repeats “Fitness Freedom” in its headings, its menus and a scrolling banner. It calls itself “a global community” and promises members they can “train when and where you want” at any Jetts club. The franchise pages pitch “Business Freedom” to investors in the same voice.

Club counts on the website vary from page to page. Its home page gives both “250 clubs” and “270+ clubs worldwide,” and its franchise page says “270+ clubs across six countries.” The countries it names are Australia, New Zealand, the Netherlands, Thailand, the United Kingdom and, since 2026, India. Each of these figures comes from Jetts itself.

The company describes club interiors in plain terms. Its “Fitness Freedom” page lists functional training zones with “sled pushes, battle ropes, kettlebells, plyometric boxes, and open turf areas.” Its franchise page says the support office helps owners with site selection, club design and fit-out, and runs national brand campaigns alongside local marketing. In March 2026 general manager Ben Mason told Australasian Leisure Management that the brand was built on “freedom”: no lock-in contracts, 24/7 access and the right to train at any club. The same report said Jetts had won the Member Love Award at the AUSactive National Awards for a third year running; that award is based on members’ online reviews.

For a design guide, Jetts shows how a franchise can turn a business rule (no lock-in contracts) into a slogan and repeat it on every page. Compare Anytime Fitness, another 24-hour franchise, and Fitness First, whose Australian business shared an owner with Jetts after 2016. For this guide we use a deep teal, an ochre and a chalk white with a condensed sans, an unofficial interpretation; no product or logo is reproduced.

Keep Jetts’s identity on hand — save it to a board in the Made Good inspiration library.