Virgin Active has agreed to buy Holmes Place Germany for €135m in cash, giving the premium gym operator its first foothold in Europe's largest fitness market, the company said on 9 November 2026.
Why Virgin Active is buying Holmes Place Germany
Virgin Active said Holmes Place is Germany's leading premium operator, with a well-capitalised, large-format estate and an experienced management team, and that buying an established, profitable business gives it immediate scale at a cost well below that of building an equivalent estate. It plans to introduce its Social Wellness Club model across the German clubs. The deal follows its first club in Lugano and a planned opening in Vienna in early 2027.
“Our entry into Germany is an important milestone in Virgin Active's global expansion in the premium wellness segment.”
Deal terms and financing
The €135m consideration is subject to customary completion adjustments and will be paid from existing cash following Virgin Active's October 2026 rights issue. Holmes Place Germany's management team, led by chief executive Doron Dickman, will remain in place.
Regulatory approvals and timing
The agreement, signed on 30 October 2026, is unconditional; completion and transfer of ownership are scheduled for mid-December 2026.
Market context
Germany has 12.4 million fitness club members and a fragmented market, with the premium segment forecast to grow 9.3% a year to 2028, according to the European Health & Fitness Report 2026 cited by Virgin Active. Virgin Active operates 224 clubs in 10 countries and is majority-owned by Brait. Holmes Place Europe and AUCTUS had jointly owned the German business since 2016.
