Joy in Movement FranchiseTargets UK Growth With 10 Infrared Fitness Studios Planned
An Australian fitness franchise is preparing to enter the UK market with plans to launch 10 new studios over the next year as part of a wider international expansion strategy.
Joy in Movement Franchise (JIM), the infrared fitness concept founded in Sydney in 2023, has announced a significant deal to bring its tech-led workout model to the UK. The brand has grown rapidly in Australia, where it currently operates 35 studios and has sold more than 70 franchise territories.
The company expects 50 Australian locations to be open by July and is now turning its attention to overseas markets, with ambitions to establish 100 UK studios within the next five years.
Exploring the Joy in Movement Franchise Model
JIM has built its reputation around instructor-free, screen-guided group workouts that combine infrared heat technology with structured low-impact exercise routines. Sessions last 30 minutes and are designed to blend functional movement, Pilates-inspired exercises and strength-based training in an accessible format.
The concept offers four core workout categories: Sculpt, Strengthen, Stretch and Recover.
Classes also integrate red light therapy and infrared heat, which the company says can support circulation, mobility and recovery while increasing workout intensity without placing additional strain on joints.
Founder and chief executive Jarad Hobbs said the business was designed to make fitness more approachable and easier to maintain long term.
“My goal was to create a fitness experience that felt simple, inclusive and easy to stick to,” he said. “It’s about removing barriers and making it easier for more people to move consistently.”
JIM believes its instructor-free structure and technology-driven format provide a scalable franchise model capable of maintaining consistency across multiple territories.
Alongside its UK rollout, the company has confirmed plans to continue expanding into additional international markets as demand for boutique wellness and recovery-focused fitness concepts continues to grow.
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