Fitness franchising: membership card providers reshape competition

A fitness membership programme provider can also back a competing gym brand. This is the central issue in a discussion reported by Fit.pl on 6 November 2026, following the launch of franchise models by Benefit Systems and Medicover. For Poland’s fitness franchise sector, the change means not only a wider choice of opportunities, but also a need to examine more closely the relationships between gym owners, franchisors and fitness membership programme providers.

Two roles for major groups

Benefit Systems has announced the launch of the Zdrofit franchise, while Medicover is offering entrepreneurs the opportunity to operate under the Just GYM by Medicover brand. Both propositions combine brand recognition with the resources of organisations linked to fitness membership programmes. Descriptions of the new models highlight automation, operational support and access to extensive fitness networks.

The key change, however, is not simply the arrival of more brands to choose from. Fit.pl highlights a situation in which membership programme providers also act as franchisors of gyms competing with independent facilities. A commercial relationship with a programme provider therefore becomes part of a broader competitive landscape.

This does not automatically mean that independent gyms will face less favourable terms. The information reported does not support that conclusion. It does, however, show why entrepreneurs should assess the benefits of accepting a fitness membership programme separately from the obligations involved in joining a particular franchise network. These are two distinct decisions, even when they concern the same corporate group.

Competition extends to smaller premises

The new propositions cover facilities of different sizes. Zdrofit offers an Express format of 300–500 m² and a full-size format of 800–1,200 m². Both are also intended to offer 24-hour operation. Just GYM by Medicover offers a compact format starting at 400 m² and a full-size option starting at 800 m², combining these with automation and operational support.

These specifications matter when assessing the competition. The major groups’ offerings are not limited to the largest gyms: they also cover premises comparable in size to many local facilities. The franchising discussion therefore concerns entrepreneurs considering a smaller investment, not just those planning large training centres.

Floor area alone, however, does not determine profitability or whether two propositions are comparable. When assessing an opportunity, it is worth considering premises size separately from equipment provision, operating arrangements and obligations to the network. The stated areas describe the formats; they are not a promise of any particular financial return. Nor should they be read as indicating how many franchised sites are already operating.

Established networks must defend their proposition

In the Fit.pl article, Sebastian Goszcz describes the arrival of Medicover and Benefit Systems franchises as a challenge to traditional franchise models. In his view, established franchisors could lose some of their selling points. This is an expert assessment of the potential effects of the new offerings, not evidence of a measured loss of franchise partners.

For anyone choosing a business model, the article identifies three routes: developing an independent brand, working with an established franchise network, or joining an organisation linked to a fitness membership programme. Each calls for a different assessment of the owner’s autonomy and the support available.

Fit.pl cites comments from Goszcz and Michał Kosel as two perspectives on this change. Both recognise the potential for competition to be reshaped for independent gyms and established networks alike, although their assessments of that process differ. The arrival of major groups should therefore be presented neither as a certain threat to every local gym nor as a guarantee of success for a new franchisee.

Working with other providers needs checking

An important detail concerns whether gyms can accept customers from competing fitness membership programmes. Goszcz reports that, according to information obtained at the Targi Franczyza franchise exhibition, partners joining the new models can also sign agreements with competing providers. This is a significant statement for entrepreneurs who do not want to base their business on a single programme.

However, the distinction between a reported statement and a contractual commitment matters: this is an account of discussions at a trade fair, not a quotation from specific contract clauses. Before making a decision, prospective franchisees should obtain written confirmation of the terms governing such cooperation, any restrictions and how those terms may be changed. It is also worth establishing which decisions remain with the owner and which are governed by brand standards.

The practical takeaway: when comparing fitness franchises, look beyond the brand and floor area. Check the documents for your freedom to work with fitness membership programme providers, the scope of support and the limits of your autonomy. This will help you assess what you actually gain by joining a particular franchise network.