Balance Company presents four franchise models

Balance Company is investing in different fitness formats to reach a range of customers and investors. At ExpoFranchise 2026 in Lisbon, the group presented four franchise brands, spanning specialist studios and large-scale gyms, with indicative investment requirements ranging from around €60,000 to €1 million.

Four brands with distinct propositions

According to an Essential Business report published on 25 October, Marco Oliveira, Balance Company’s marketing director, outlined an offering built around four brands: Fitness Factory, Fitness Theory 30, Viva Fit and Balance Pilates Studio.

Fitness Factory follows the traditional large-scale gym model. Fitness Theory 30 focuses on high-intensity training, while Viva Fit caters specifically to women. Balance Pilates Studio, presented as the newest brand in the portfolio, focuses on reformer Pilates and small-group classes.

Alongside these four franchise brands, the group operates its own premium clubs under the Balance Fitness Club name. This distinction matters when assessing the offering: these company-owned clubs were not presented as a fifth franchise option.

The portfolio shows how a single organisation can bring together businesses of different sizes serving different audiences. For prospective franchisees, the choice here is not simply about entering the fitness sector: it also involves deciding what kind of premises and training experience they want to offer.

Investment varies by format

The figures quoted by Marco Oliveira highlight the differences between the models. A Viva Fit studio requires an investment of approximately €60,000. For the Pilates format, the stated range is €60,000–€70,000.

For a large-scale Fitness Factory gym, the quoted investment ranges from €400,000 to €1 million, depending on the premises and equipment. These figures were presented as approximate guides, rather than a fixed price applicable to every location.

This variation makes comparing the brands particularly important. A specialist studio and a large-scale gym should not be assessed solely on their start-up costs: prospective franchisees should also clarify the premises, equipment and operating requirements associated with each proposition.

Before making a commitment, it is important to obtain written confirmation of what the quoted investment includes. The assessment should also cover initial franchise fees, royalties, supplier obligations, training and projected cash flow. These details help distinguish the start-up budget from the funding needed to run the business.

Presence in Portugal and links to India

During the Lisbon presentation, Marco Oliveira said the group had around 72 locations in Portugal across its brands. This figure referred to the overall size of its Portuguese operation, not exclusively to franchised outlets.

He also highlighted a presence in India through a master franchise agreement, including Viva Fit and Fitness Factory locations. International operations therefore form another part of the group’s development, alongside the different formats available in the Portuguese market.

The presentation took place at the 29th ExpoFranchise, held on 23 and 24 October at Pátio da Galé. The event brought together Portuguese and international brands and, in this case, offered an insight into the differences in positioning and investment requirements within a single organisation.

Specialisation broadens the choice

The variety presented by Balance Company reflects the importance of services within Portugal’s franchise sector. During the event, Cristina Matos, director-general of the Portuguese Franchise Association, said that services account for more than 60% of franchising activity in Portugal.

Within fitness, the four brands illustrate this specialisation: large gyms, high-intensity training, a women-focused offering and small-group Pilates. These are distinct propositions, even though they belong to the same group.

In practice: prospective franchisees should start by identifying the format that suits their available capital and management profile, request an itemised investment breakdown and review the contractual terms before choosing a brand.