Australia’s Joy in Movement Signs UK Franchise Deal, Targets 100 Studios

Joy in Movement, also known as JIM, has just signed a major deal to introduce its infrared workout concept to the U.K. market as it continues on a path of rapid expansion.

The Australian-born brand is known for its workouts that combine infrared heat with structured, technology-led group workouts.

Since its 2023 launch in Sydney, JIM has scaled to 35 open studios, with over 70 territories sold across Australia via franchising and 50 expected to open by July of this year.

Now, the brand is funneling its momentum into the U.K. market as it aims to open 10 studios set to launch in the next 12 months, setting the stage for 100 locations over the next five years.

JIM’s signature 30-minute group sessions feature an instructor-free, screen-guided format that marries music and structured low-impact, functional movement patterns inspired by Pilates and traditional strength training to provide a joint-friendly and accessible workout.

Its studios offer four main categories of workouts: Sculpt, Strengthen, Stretch and Recover.

The classes also incorporate red light and infrared heat as a way to turn up the intensity without compromising its low-impact nature, while supporting circulation, mobility and active recovery.

The simplified structure and instructor-free classes lend the concept to scalability and easily maintaining consistency across locations.

“My goal was to create a fitness experience that felt simple, inclusive and easy to stick to,” said founder and CEO Jarad Hobbs. “It’s about removing barriers and making it easier for more people to move consistently.”

Beyond the U.K., the brand revealed it has plans for further international expansion into other markets as it continues growing.