Inside the $11M strength & conditioning franchise taking over Australia and Asia.
What’s up Gym World?
Launching an international gym franchise in the middle of COVID sounds crazy. Josh Mildren and Benny Woolford did it anyway.
In June 2020, they took over four high-performing gyms in Australia, rebranded them, and launched REVL Training. Five years later, REVL has 42 locations across the Asia-Pacific region, including Singapore, South Korea, Dubai, and Malaysia, and generated $11M in revenue last year.
From what they told me, they’re not slowing down anytime soon.
We went deep on the pod this week to explore how they grew REVL and successfully scaled across multiple countries. Watch the full convo below or keep scrolling for a summary with key takeaways for your gym.
How it all started
Before REVL, Josh and Benny were personal trainers working at a boutique fitness brand with four locations. Then COVID hit, and lockdowns forced them all to shut down.
Instead of leaving the industry, they saw an opportunity to take over the existing gyms. Ben had already been a franchisee, so they knew what it would take to scale.
They wanted to combine what they loved about personal training—close coaching and the energy of small groups—with functional and CrossFit-style training. That’s exactly what they did, rebranding the gyms as REVL.
💬 FYI: With lockdowns in place, only one location could open at first. Josh and Benny used the downtime to build systems and document all their processes. Ben focused on product and programming, while Josh handled operations.
The first REVL gym opened in June 2020.
Six months later, they signed their first franchise agreement with a member who loved the brand and product.
Six weeks after that, a gym opened in Dubai, started by someone who wanted to bring an Australian concept there. Their first location in Singapore followed shortly after.
And from there, it only got bigger.
💬 Note: Most international franchisees started as members and own multiple locations. This shows that when a concept is replicable, growing it becomes much easier. Rick Mayo has done the same with Alloy Personal Training.
The gyms
REVL has three layouts across their locations:
- Concept – 1,500 to 1,700 sq ft (designed for dense urban areas)
- Signature – 1,900 to 2,600 sq ft (makes up 80% of their studios)
- Flagship – 2,600+ sq ft (typically multi-storey)
Each gym features a 4-, 5-, or 6-cell rig down the middle, letting them run two strength programs at the same time. And of course, the gyms are packed with premium equipment.
Matte black covers every interior and exterior wall, giving the space a dark, moody, and sleek look that feels modern and focused. TVs mounted around the gym provide programming cues, and the clean, uncluttered design keeps the focus on the workout.
The business model
REVL runs three main programs for members:
- Perform – focused on building maximum strength
- Move – focused on body composition
- Sweat – focused on cardiovascular conditioning
Classes run in small groups of 2 to 8 members. Members can attend whenever sessions are available, but most stick to a consistent routine and train 3 to 4 times per week.
Members progress through four 13-week training blocks each year, with testing at the end of each block. Structuring the year this way helps REVL maintain an average member retention of 14 months.
💬 Pricing varies by region. In Australia, it’s $59–$79 per week (USD ~$39–$52), and in Singapore, it’s $69–$89 per week (USD ~$50–$65).
Studios typically have 150 to 200 members, generate $40,000 to $50,000 per month, and break even at 80 to 120 members. Each location is staffed with one full-time manager or head coach and 2 to 3 part-time coaches, making the model scalable and predictable for franchisees.
Marketing and growth
Before a new REVL gym opens, franchisees go through a 12–16 week onboarding program. They learn everything from operations and member experience to retention and marketing, so they’re fully prepared to run a profitable studio from day one.
When it’s time to open, each location runs a 6–8 week presale campaign to build hype and attract members. While we don’t know the exact playbook, the results speak for themselves: in Australia, 100–150 members on day one is common, while in Singapore, new gyms often start with 200–300.
💬 Josh and Benny say that since COVID, there’s been a stronger focus on longevity and health in the Asia-Pacific region, which has likely helped fuel their growth.
REVL also provides a 12-month marketing calendar for the entire network. This helps owners plan campaigns, stay consistent with brand messaging, and keep leads coming in year-round without having to figure it all out themselves. Their Instagram presence reflects this approach too: sleek, premium, and consistent, similar to Dane McCarthy’s strategy at The Athletic Clubs.
TL;DR
Today, REVL has 42 locations across five markets, with 48 expected by the end of the year. They’re expanding into new regions and aim to hit 100 locations in the coming years.
While the numbers are impressive and growth has been explosive, Josh and Benny aren’t focused on metrics for the sake of metrics. Their real goal has always been to bring communities together on a global scale.
Earlier this year, they took on capital to accelerate growth, similar to what Dane McCarthy did with The Athletic Clubs. With a replicable model, strong systems, and a clear vision, the next few years for REVL promise to be just as exciting as the first five.
If you’re craving more stories like this, watch them on the Gym World YouTube channel or listen wherever you get your podcasts.
ciao,
j
