Entering Australia: What Picklr and Planet Fitness Reveal About Successful Franchise Expansion
Picklr opened its first Australian club in Sydney’s Sutherland Shire on 17 August 2026 and plans up to 50 clubs across Australia and New Zealand over five to seven years. Planet Fitness is further along: its Australian franchisee, Bravo Fit, operates 32 clubs and holds development rights for approximately 100.
The comparison shows two requirements for Australian expansion. A new entrant needs local evidence that the format works, while a growing network needs an operator capable of opening and supporting locations consistently.
An international track record does not establish Australian demand or viable local economics. Brands still need suitable sites, a capable local team and a franchise structure designed for Australian costs and regulation.
Picklr and Planet Fitness are using different Australian growth strategies
Picklr is using a flagship-led validation strategy. SmartCompany reported that more than 155,000 Australians were participating in pickleball according to AusPlay data, while premium indoor facilities remain limited. The Cronulla and Brookvale clubs will test whether that interest can support Picklr’s membership price, property costs and operating model before broader franchise recruitment and development.
Planet Fitness is using an operator-led expansion strategy. Its Australian franchisee, Bravo Fit, has spent seven years building a 32-club network, a local management team and operating capability across property, recruitment, suppliers and club operations. Franchise Equity Partners acquired Bravo Fit in July and provided capital to accelerate openings through this established platform.
The difference is the role of the first phase. Picklr’s initial sites are intended to reduce uncertainty and refine the Australian model. Planet Fitness has already completed that validation through Bravo Fit, so its next phase centres on funding and executing a larger rollout.
Australian demand comes with property and price pressure
Australia’s population reached approximately 27.9 million in March 2026, growing by 1.4% over the year. Household spending rose 1.1% in July and 7.0% compared with July 2025.
These national figures indicate a growing customer base, although each concept still needs evidence for its category, price point and proposed locations.
Colliers’ Q2 2026 retail snapshot reported high occupancy, limited new supply, tightening leasing conditions and rental growth across retail asset classes. It also described consumers as price-sensitive and focused on value.
For location-dependent brands, rent, fit-out, labour and supply costs need to work at the individual site. National demand cannot compensate for a location whose cost base leaves too little room for the operator to earn a return.
Australian economics and regulation require a local model
International financial assumptions need to be rebuilt using Australian labour, property, supply, logistics, training and support costs. Those inputs determine what a local operator can invest, what fees the unit can sustain and how quickly the network can expand.
Australia’s Franchising Code of Conduct includes requirements concerning disclosure of significant capital expenditure, franchisees’ reasonable opportunity to earn a return and compensation in certain early-termination circumstances.
Development targets, fit-out requirements, fees and mandatory systems must therefore be commercially workable for Australian operators. Agreements, disclosure documents, training, recruitment and support structures should be settled with Australian legal advice before local franchise recruitment begins.
The first Australian stage should answer four questions
Before approving a wider rollout, I would expect an international brand to answer four questions:
Is local demand proven? Identify the Australian customer, market gap and evidence supporting the proposed price and format.
Do the unit economics work? Rebuild the model using current Australian property, labour, supply, fit-out and support costs.
Can the local operator grow the network? Assess property, recruitment, operational and franchise-development capability.
Is the Australian structure prepared? Confirm that agreements, disclosure, training, recruitment and support suit Australian law and operating conditions.
Picklr is using its first sites to answer these questions, while Planet Fitness is adding capital behind an operator that has already demonstrated local capability. Both cases show that Australian expansion depends on evidence and execution before location targets.
At DC Strategy, we help established overseas brands assess Australian demand, select an entry model, evaluate local partners and build the commercial, operational and franchise foundations required for expansion.
If Australia is part of your growth plans, speak with us about what the first stage needs to establish before a wider rollout.
Is Your Brand Ready to Expand into Australia? Talk to Our Experts.
Our teams at DC Strategy and DC Strategy Lawyers can help you validate local demand, assess potential partners and build the commercial, operational and legal foundations for Australian expansion.
Need advice on your market-entry strategy, franchise structure, disclosure documents or Australian legal requirements?
Sophie Pettigrew is the Legal Practice Director at DC Strategy Lawyers, with extensive experience in franchise law, compliance and regulatory change. She advises franchisors on disclosure obligations, Franchise Disclosure Register requirements, franchise agreements and the legal processes supporting compliant franchise development.
Need strategic advice or support building your Australian franchisee pipeline?
James Young is the Managing Director of DC Strategy Group and a Certified Franchise Executive (CFE), with extensive experience in franchise consulting and development across Australasia. He helps franchisors strengthen network governance, respond to industry change and build recruitment programs that bring the right operators into their networks.