The Gold Coast is set to welcome one of Australia’s fastest-growing fitness concepts as J.I.M, or Joy in Movement, prepares to launch its new studio in Burleigh. Leading this local venture is retired Olympian Madi Wilson-Short. Following her decorated swimming career representing Australia, she is stepping into business ownership for the first time.
For Wilson-Short, this move brings together her passion for fitness and community, combining the discipline of elite sport with her new roles in motherhood and business.
The new Burleigh location marks the arrival of J.I.M on the Gold Coast, introducing the brand’s signature format to a highly fitness-focused community. Classes are delivered through a screen-guided system that combines movement, music, and structured programming. Members can expect a mix of strength, pilates-inspired, and conditioning-based training, all conducted in a dark, mirror-free space to help participants focus purely on movement rather than appearance.
“After hearing about J.I.M and looking into it, I knew it was the perfect fit for me”, said Madi Wilson-Short. “Coming out of an intense professional sporting career and just finding myself again after postpartum, everything about it felt right”.
She highlighted the broad appeal of the workouts for a diverse audience. “I love that it’s low impact but delivers incredible results”, she noted. “I love that we’ve brought something to the Gold Coast for people who aren’t obsessed with gym culture and just want to feel healthy, strong and happy”. “And as a busy mum, the fact you can walk in and out in 30 minutes is everything”.
Removing the Barriers to Fitness
J.I.M was originally founded in Cronulla by Jarad Hobbs and has expanded rapidly since launching its first Sydney studio in 2023. The brand now has more than 70 territories sold across Australia and 35 studios currently operating. The workouts feature infrared heat to support circulation, mobility, and recovery alongside low-impact functional training.
Hobbs notes that the concept provides a time-efficient alternative to traditional gyms. “My goal was to create a fitness experience that felt simple, inclusive and easy to stick to,” Hobbs says. “It’s about removing barriers and making it easier for more people to move consistently”.
The community response at the new Gold Coast location has already been highly positive. “What’s made me fall in love with it even more is the community we’ve already built”, Wilson-Short explained. “The feedback has been so beautiful from people returning from injury, to mums getting back into movement after kids, to people using it alongside weight training”. “I’m obsessed with it… and our members are too”.
With more than 50 Australian studios expected by July 2026 and a recent master franchise agreement in the UK, J.I.M is on a clear path of rapid growth. For the Gold Coast, this Burleigh launch represents a fresh addition to the local fitness scene.
J.I.M ( Joy in Movement )
Shop 4, 3 Park Ave Burleigh Heads, Queensland, 4220
Become a foundation member now for $49 a week or follow them on instagram at @j.i.m_burleigh
