Gymboxx was closing stores. 24/7 Fitness bought it anyway and opened 22 stores.

Equipped with a regional network of 300 clubs, exercise chain you see a lot of room for growth here

If you are a regular gymgoer in Singapore, you may have noticed the growing number of these 24/7 Eligibility shops from all over the city-state.

The Hong Kong-born gym chain has been steadily expanding its footprint since entering the market in 2024 with its acquisition of Gymmbox. Since then, the company has opened new locations in areas ranging from Orchard and Tanjong Pagar to heartland neighborhoods.

The growth is particularly remarkable given the challenges facing Singapore’s fitness industry. Rising operating costs and increased competition have forced several gym operators to downsize or close stores in recent years.

However, 24/7 Fitness goes in a different direction.

Backed by a network of more than 300 clubs in Asia-Pacific, the company is betting that Singapore still has room to expand.

In interview no Vulcan Post24/7 Fitness brand ambassador Marcel Nguyen shared how it grew from a Hong Kong startup into a regional gym chain and its plans to expand its Singapore network.

The first 24-hour fitness brand in Hong Kong

24/7 Fitness was founded in Hong Kong in 2018 and claims to be the city’s first 24-hour fitness brand established locally.

Like many gyms operating in a similar model, it was created to address the common pain points associated with traditional fitness clubs, including long-term contracts, high fees, aggressive marketing tactics, and limited hours of operation.

The company offers a very flexible approach that focuses on 24/7 access, monthly memberships, and a strict no hard sell policy. This approach quickly gained traction in Hong Kong, especially among busy professionals who want more flexibility in incorporating exercise into their plans.

It reached a critical point about a year after its launch, when most of its stores broke even and had stagnant profits. That confirmation paved the way for aggressive expansion.

Today, 24/7 Fitness operates more than 150 stores in Hong Kong and more than 300 locations in 13 cities in the APAC region.

Singapore was the company’s first overseas expansion

Singapore marked the company’s first major expansion move outside of Hong Kong with the acquisition of Gymboxx on May 1, 2024.

Rather than building a network from scratch, 24/7 Fitness opted to acquire an existing operator with an established member base and a strong presence in the heartland.

“Singapore is a highly developed fitness market with a strong health consciousness and high gym participation,” said Marcel.

Gymboxx was an ideal entry point because it already had strong brand recognition in high-end locations, an established member base, and an operational infrastructure that we could build upon and develop.

The acquisition comes at a turbulent time in Singapore’s fitness industry, with several operators downsizing or closing stores amid rising costs and intense competition. Gymmboxx itself withdrew 24-hour operations and closed several locations ahead of the deal.

But those challenges didn’t stop 24/7 fitness.

Why 24/7 Fitness saw the potential in Gymmbox

Instead of evaluating Gymmbox based solely on the performance of individual stores, the company focused on the strength of its extensive network, membership base, and geographic strategy.

“We approached Gymmbox as a broad networking opportunity,” explains Marcel. “While some locations were closed, we were focused on understanding the strength of its membership base, the area’s strategy and the potential for recovery.”

The closure also highlighted opportunities to improve operations and reposition the product, he added.

At 24/7 Fitness, market conditions point to an unmet need for users who can deliver quality equipment and services without pushing prices into the mainstream. As consumers become increasingly selective about where they spend their money, the company believed that affordability, convenience, and consistency would be the most important differentiators.

After the acquisition, all 10 Gymboxx stores were gradually rebranded under the 24/7 Fitness name. According to Marcel, the transition was very smooth because both brands used the same gym models.

The existing membership was respected, and the rebranding was positioned as an improvement rather than a complete overhaul. Members gained access to better equipment, improved facilities, and a larger network of regional clubs.

While some longtime Gymmbox members initially had concerns about the change, 24/7 Fitness says overall retention remained strong throughout the transition.

The expansion is not over yet

Over the years, 24/7 Fitness has expanded its presence in Singapore, opening three additional locations by 2024 and nine more by 2025.

It operates a mix of heartland and central locations, each serving different market segments. While neighborhood malls cater to residents looking for convenience and accessibility, prominent areas like Orchard Road target buyers who want a more sophisticated experience.

The company has also launched large-format clubs in locations such as Our Tampines Hub and Tanjong Pagar, both of which have swimming pools.

Expansion will continue this year, with three more clubs scheduled to open in 2026. If those plans materialize, 24/7 Fitness will operate a network of 25 stores across Singapore.

The company said it currently serves more than 20,000 members in the area.

Despite the pace of growth, 24/7 Fitness describes its approach as measured rather than aggressive. New locations are evaluated based on factors such as population density, accessibility, and local demand. Its focus, according to Marcel, is to build a network that can deliver the same experience to members in all locations.

The brand plans to continue to grow across Asia over the next five to ten years, with ambitions to become the region’s leading fitness brand.

Singapore remains a key market for that strategy.

And if its current pace of expansion is any indication, exercisers can expect to see 24/7 fitness signs popping up all over the island in the coming years.

• Read other articles we’ve written about Singapore businesses here.

Featured Image Credit: 24/7 Fitness