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Virgin Active has agreed to acquire Holmes Place Germany for €135 million ($152 million), adding 13 premium fitness clubs across six cities. The unconditional deal is expected to close in mid-December 2026 and is projected to contribute about 14% of Virgin Active Group’s pro forma 2026 EBITDA.
Virgin Active has agreed to acquire Holmes Place Germany for €135 million ($152 million) in cash, giving the U.K.-based fitness operator an immediate presence in Germany, Europe’s largest fitness market. The unconditional transaction covers 13 premium clubs in six cities, with completion and transfer of ownership expected in mid-December 2026.
The seller is a joint venture between Holmes Place Europe and funds controlled by Auctus Capital Partners. The clubs are in Berlin, Düsseldorf, Hamburg, Cologne, Essen and Lübeck. Virgin Active said it will fund the purchase with existing cash resources following a rights issue to shareholders in October.
Virgin Active expects Holmes Place Germany to contribute about 14% of the group’s pro forma 2026 EBITDA. That is the company’s estimate of the acquired business’s contribution to earnings before interest, taxes, depreciation and amortization on a pro forma basis; the report did not provide an absolute EBITDA figure.
Holmes Place Germany’s management team is set to remain, and the company said there are no immediate changes planned for members or employees. Virgin Active intends to introduce its Social Wellness Club concept gradually across the locations, combining fitness and group exercise with recovery services, spa facilities, coworking and social spaces.
A German Platform for Virgin Active
The acquisition gives Virgin Active an operating network in a large market rather than requiring it to build a German presence club by club. The purchase also brings an established premium brand, existing locations and a membership base into the group. The company described Germany as Europe’s largest fitness market and said Holmes Place offers a network in major cities.
The reported 14% expected share of pro forma 2026 EBITDA indicates that the deal is material to Virgin Active’s near-term business, though it remains a company projection rather than a reported result. The purchase also shows that acquisition activity is reaching premium fitness operators, alongside dealmaking among lower-priced gym chains.
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Virgin Active’s European Expansion
Virgin Active operates 224 clubs across 10 countries and serves more than 1 million members, according to the report. The Holmes Place purchase follows its recent entry into Switzerland through a club acquisition in Lugano. Its first location in Vienna, Austria, is scheduled to open in early 2027.
The report cited the European Health & Fitness Report 2026 for an estimate of approximately 12.4 million fitness-club members in Germany. It also said the country’s premium fitness segment is projected to grow 9.3% through 2028. Those figures offer market context but do not guarantee the performance of the acquired clubs or the transaction.
“Our entry into Germany is an important milestone in Virgin Active’s global expansion in the premium wellness segment.”
— Dean Kowarski, Virgin Active Group CEO
Integration Plans and Deal Economics
The announcement, as reported by Athletech News, does not provide club-level financial results, the purchase’s expected effect on Virgin Active’s debt or cash balances, or details of any integration costs. The 14% pro forma EBITDA contribution is a forward-looking estimate, and the report does not specify the assumptions behind it.
Virgin Active said there are no immediate changes planned for members or employees, but it has not described how or when the Social Wellness Club concept will be introduced at each site. The extent of any future changes to services, pricing, branding or staffing remains unclear.
Ownership Transfer in December
The agreement is described as unconditional, and the companies expect completion and ownership transfer in mid-December 2026. Until then, Holmes Place Germany’s current management is expected to remain in place, with no immediate member or employee changes planned.
After the transfer, Virgin Active says it will gradually introduce its Social Wellness Club concept across the acquired locations. The company has not announced a site-by-site schedule, so further details on implementation and any operational changes may emerge after completion.
Key Questions
How much is Virgin Active paying for Holmes Place Germany?
The stated cash consideration is €135 million, or about $152 million.
How many clubs are included in the deal?
The acquisition covers 13 clubs in Berlin, Düsseldorf, Hamburg, Cologne, Essen and Lübeck.
When is the acquisition expected to close?
Completion and transfer of ownership are expected in mid-December 2026. The agreement is described as unconditional.
Will Holmes Place members or employees see immediate changes?
Virgin Active said Holmes Place Germany’s management team will remain and that no immediate changes are planned for members or employees. Longer-term changes have not been detailed.
What does Virgin Active plan for the acquired clubs?
The company plans to introduce its Social Wellness Club concept gradually, bringing together fitness and group exercise with recovery, spa services, coworking and social spaces.
Source: athletechnews.com
