The US-based fitness franchise is preparing to enter New Zealand with a flagship studio in Auckland, combining international fitness expertise with local operating experience to drive its planned rollout.
US-based performance fitness franchise REGYMEN Fitness is expanding into New Zealand, with former Wexer Chief Executive Paul Bowman and Fitness Operator Ash Williams leading plans to establish nine locations across the country. The first studio is scheduled to open in Silverdale, Auckland, in late 2026, marking the brand’s entry into the New Zealand market.
The expansion represents a new international growth opportunity for REGYMEN Fitness, which is building its franchise network around a performance-focused training model that combines professional coaching, structured workouts and community engagement. The initial studio will serve as the foundation for further development, with additional locations being considered across Auckland and other major New Zealand markets.
REGYMEN Fitness Vice President of Franchising Leah Seacrest said the nine-location agreement marked an important milestone for the brand, highlighting the role of experienced local partners in supporting its long-term expansion ambitions.
Bowman brings international fitness and business development experience to the project, having previously led Wexer, a digital fitness technology business. His background spans fitness, technology and international business development, experience expected to support the brand as it establishes its operating model in a new market.
Williams, an experienced fitness operator and coach, will focus on the local operation and member experience. The partnership combines Bowman’s international industry knowledge with Williams’ understanding of fitness operations and coaching, as the pair work to establish the first studio and develop the wider network.
Bowman said REGYMEN Fitness stood out in an increasingly competitive fitness market by bringing together elements that are often offered separately. While conventional gyms primarily provide equipment and facilities, and boutique studios typically focus on specialised instructor-led classes, REGYMEN combines different training formats within a single proposition.
The model centres on coach-led workouts, structured programming and performance tracking, giving members opportunities to follow their progress while benefiting from professional guidance. Community engagement also forms part of the concept, with the aim of creating a consistent training experience that encourages participation and retention.
For franchise development, the approach offers a defined business model built around programming, coaching and member engagement. As with other fitness franchise systems, maintaining consistent service standards and delivering a repeatable customer experience will be important as the network grows across different locations.
The New Zealand launch comes as fitness operators continue to explore models that combine the accessibility of traditional gyms with the structured programming and personal attention associated with boutique fitness. REGYMEN’s proposition is designed to appeal to members seeking guided training and measurable progress without being restricted to a single exercise format.
The planned nine-location rollout gives the brand a clear development target in New Zealand, although the opening schedule for subsequent studios has not been confirmed. The Silverdale launch will be the first step in testing the concept locally and building the member community needed to support further expansion.
For Bowman and Williams, the immediate focus is on establishing the first location and creating a foundation for the wider rollout. If the initial studio gains traction, the partners will have an opportunity to extend REGYMEN Fitness into additional markets across New Zealand.
