The 10 biggest gym franchises in the Australian market

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After a phase for a few years where multiple gym brands were booming and opening everywhere, what does the market look like now?

After the tumult of previous years, how is the gym niche looking in 2023?

The gym franchise niche is one that is characterised by intense competition. Equally, finding the differentiation amongst the gym franchise brand offerings out there, also proves challenging.

Yet, having your own gym franchise has still certainly been an attractive niche for a while. Interestingly, functional fitness centres and the like, have arguably grown more attractive for some time now as an alternative, with a generally lower cost entry into the fitness industry for would-be franchise owners.

The 10 biggest fitness franchises in Australia list will also follow shortly.

We created this list to help make your research and decision making process easier. We'll update as the market changes, and as we get more information for you.

Gym franchise brand movements up and down the list for 2023!

The gym and broader fitness industry by most accounts appears to have emerged reasonably well out of a very challenging period during the 2020-2022. While some changes and challenges are significant amongst certain brands, I had suspected that the status of the industry could have been even worse than seen in unit number changes, given the trading difficulties it faced.

The industry was often directly impacted with closures during lock down and associated restriction periods, with industry leaders advocating regularly to plead for a more common sense approach to restrictions with the gym / fitness industry.

However, in looking at outlet numbers, it can be a little deceiving at face value in some cases. We’ve noted a prevalence to include unopened / pending locations in amongst ‘locations’ on websites. These can get captured in a ‘total’ unit number result for the unaware.

An overwhelm of brands and consumer options?

The industry is an interesting one, along with the associated fitness brands list that we cover in another related list. Even in observing the market from the outside, at times it can feel like an overwhelm of brands and choices for the consumer. It almost feels like a never ending emergence of new brands with a new twist on fitness and the way you go about it.

It makes it a dynamic market for sure with a leaning towards innovation and new experiences. But it also makes some brands within it, susceptible to being hot in the moment and the trend (and member numbers) passing when the next ‘thing’ comes along.

Providing a strong value proposition, investing in building a member community and innovation appears crucial. This becomes even more so an issue in an environment of 2023 with climbing interest rates and inflation and consequently a reduction in discretionary spending. 

Do we drop Netflix / Paramount and Disney+, or drop the gym membership fee and maintain fitness in other ways? 

One person's discretionary spend can be another person's essential service however.

It is clear that investment in health and wellness is a top priority for many, with anecdotal claims that the pandemic period has caused people to focus on their health and well being more and more - that’s true I feel.

The biggest movers up and down the list for 2023

Snap Fitness delivers impressive growth

Snap Fitness has been an impressive mover in growth across the period. The brand has gone from a previous 218 locations in Oct 2020, to 339 locations in March 2023.

In looking at the overall business, as part of Lift brands, with Snap Fitness, 9Round, FitStop and Fitness on Demand (technology), it just has the look and feel of a business really well integrated with the stable of brands adding scale and bringing know-how to the business. 

This is not always the case in multi-franchise brand managers across differing niches, but just looking as an outside observer, it just has that sophisticated feel to it. I suspect that the Snap Fitness growth referred to here has been partially enabled by this amongst other things.

EFM Health Clubs drops significantly

EFM Health Clubs saw a significant reduction in location numbers dropping from 57 locations in Oct 2020, to 36 locations currently. All but 9 of the locations are in South Australia. 

As covered in the earlier edition of this list, the business is very different to any other in this gym list, with its programs in hospitals and schools. They list several ‘rent free’ gyms available to be operated, and maintain a strategy of converting existing fitness studios to become an EFM location. The brand states on its franchise information site about a focus over previous years on helping franchise owners increase profitability.

They also mention that they are not interested to ‘grow like other franchise brands at breakneck speed and to grow at a moderate and manageable rate.’.

1. Anytime Fitness - 530 locations (AU) (March 2023)

Compared to 518 as at Oct 2020

UP 12 locations (previously in 1st place)

An international brand founded in 2002 and headquartered in the USA, and now operating in more than 50 countries, it expanded into the Australian market in 2008. Around 40% of the brands' Australian locations are located in NSW. The brand falls under the Collective Wellness Group, that also has the XTEND barre brand as well in it's stable.

The chain experienced fast growth in Australia from start in 2008 to 400+ locations by 2016. A look at their current available franchise opportunities, it appears that WA is a region of significant focus for new growth in Australia. Of note, the brand reports that nearly 48% of existing franchisees own more than one location.

A 24/7 gym operation.

Additional insights in March 2023

Getting to that 500 location number in the Australian market means that opportunities for growth lessen with our smaller population, and cannibalisation of other gym owner markets in the brand becomes a more challenging issue.

It appears the Anytime Fitness method in approaching this is seen on their franchise information page with ‘Introducing the small club format.’ that they state they have alongside their regular club opportunities. A business of this size would have a number of established franchises for sale as well.

The smaller format is listed as having lower entry costs, less staff, less equipment. And it makes sense as in looking at the locations available, they are in significantly smaller regional towns (think Esperance, Dalby, Merimbula) with less population base to draw on for members compared to their metro counterparts.

The franchise recruitment page is good with helpful information to quickly understand more about the brand. Key information that jumps out is; investment from $350k, 560,000 members, with 1,100 members per club on average.

Currently they list 16 full size club opportunities available and 15 small format club opportunities.

  • CEO = Nicole Noye (CEO), Justin McDonell (Co-founder & Chair)
  • Headquarters located = Lane Cove, NSW
  • Franchising Since = 2008 ( in Australia)
  • Investment = starts at $350k - $450k (not including equipment cost / rental)
  • Initial Franchise fee = included in Investment cost
  • Ongoing Fees = flat fee structure $ TBA | marketing $250 mth
  • Training = 5 days

Social Media Presence 

First number is Oct 2020, second number is March 2023)

  • facebook = 41,049 followers |46.6K followers
  • Instagram = 19.7K followers | 22.6k followers
  • Twitter = 110.1K followers | 196.6k followers
  • LinkedIn = 4,518 followers |6,826 followers
  • TikTok = 23.2k followers

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2. Snap Fitness - 339 locations (AU) (March 2023)

Compared to 218 as at Oct 2020

UP 121 locations (previously in 2nd place)

An international brand founded in 2003 and headquartered in the USA. Lift Brands, the parent company of Snap Fitness, also operates other fitness concepts 9Round, STEELE 365, and Fitness on Demand. The Snap Fitness brand entered the Australian market in 2009.

Approximately 40% of the brands Australian locations are in QLD, with the majority of new locations currently listed for growth opportunities are in NSW. Multiple re-sale of existing locations are in the Perth and Brisbane markets.

The brand claims its positions against its competitors is one that offers 'flexibility in offerings, layout and size to suit a local market, and the franchise owners' personality'.

Additional insights in March 2023

The presentation of this business from the consumer end and the franchise opportunity end, looks all the more sophisticated from my previous memory on assessing back in Oct 2020.

They are an independently rated 5 Star franchise brand by FRANdata Australia.

I wouldn’t say there is a significant amount of franchise opportunity information on costs and details as that information is fairly broad, however, what is there is high quality produced information.

They have 5 franchisee experience videos to watch - excellent.

I really like the introduction video featuring the National Franchise Sales Manager, Gabe Condello on the ‘Own a Gym’ page, who franchise buyer has also briefly interviewed previously HERE.

I am always surprised how few franchise brands put a personal face to their franchise sales / recruitment, to just take 2 or 3 minutes to introduce themselves, talk you through what they are about, what you can expect, and what’s great about their brand - Gabe does it really well here.

No opportunities are listed, details need to be submitted to find out what and where is currently available. Although off a sponsored link in search results, 3 resale opportunities are listed as being ‘Brisbane Clubs’, ‘Perth Clubs’, ‘Sydney Clubs’.

A 24/7 gym operation.

  • CEO = Chris Caldwell (CEO, Australia) Ty Menzies (Global - Lift Brands)
  • Headquarters located = Brisbane, QLD
  • Franchising Since = 2009 (in Australia)
  • Investment = $350k - $500k
  • Initial Franchise fee = $60k
  • Ongoing Fees = Marketing $190 per month | other fees TBA
  • Training = 5 day intensive

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 19,682 followers |21.5k followers
  • Instagram = 5,744 followers | 7k followers
  • Twitter = 1,438 followers | 1.4k followers
  • LinkedIn = 18,412 (global) followers | 1,096 followers
  • TikTok = 404 (franchisees are growing their own)

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3. Plus Fitness - 192 locations (March 2023)

Compared to 207 as at Oct 2020

DOWN 15 locations (previously in 3rd place)

An Australian brand founded in 1996, with international licenses sold to India and New Zealand. Around 60% of locations in Australia are in NSW.

Plus Fitness is clearly positioning itself as a low cost option in comparison to it's competition. Indeed, it's pricing range indication sees it's total entry cost of approximately $350k including gym fit-out AND equipment, is significantly lower than it's larger and near competitors. This difference alone would likely make it a key option on the list of many considering investment in the niche at this level.

Additionally, the focus in marketing collateral on low staff model and low ongoing costs continues this low cost thread. As far as the research in compiling this 10 biggest gym franchises data, Plus Fitness in comparison to most is also highly transparent on costs, with the initial investment on ongoing monthly cost in your franchise highly promoted.

A 24/7 gym operation.

Additional insights in March 2023

The brand is clear in its positioning that it is an Australian owned company, mentioning it on several occasions in their franchise presentation. It appears to have  had a re-brand since 2020 to a more modern styling, I like it for the brand. 

The franchise information is good, thorough and clear. The brand is obviously targeting what it must see as weak points in models of other competitors with emphasis on;

  • Recurring fortnightly direct debit revenue
  • Low staffing
  • Fast break even
  • Fixed franchise fee
  • Straight forward accounting model.

In a different approach, it seems the brand has essentially put up its wish list of suburb locations by state, as there are literally hundreds of suburb names you can click on and enquire about that location, an interesting approach.

Franchise owner written testimonials and a video by Steve Succi, Franchise Recruitment Manager rounds out the information pretty well.

  • CEO = John Fuller (founder) Nigel Miller (Co-owner)
  • Headquarters located = Sydney, NSW
  • Franchising Since = 2011 (founded 1996)
  • Investment = $350k
  • Initial Franchise fee = NA - inclusive with investment cost
  • Ongoing Fees = $910 month (also saw $895mth listed elsewhere)
  • Training = Initial 4 days

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = local branch followers |14k followers
  • Instagram = 5,050 followers |5.6k followers
  • Twitter = 1,317 followers | 1.2k followers
  • LinkedIn = 889 followers | 2k followers
  • TikTok = 1.1k followers

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4. Jetts Fitness - 164 locations (March 2023)

Compared to 190 as at Oct 2020

DOWN 26 locations (previously in 4th place)

Heavily presenting themselves as 'An Australian Success Story', the brand also promotes the claim that they are Australia's 'most loved gym'. The first Jetts Fitness opened at Helensvale on the Gold Coast in 2007, and has since expanded internationally to The Netherlands, New Zealand, Thailand, the UK, and Vietnam.

The Jetts Fitness brand was acquired by Quadrant in 2016, and formed Fitness and Lifestyle Group, which has in it's portfolio of brands: Fitness First Australia, Goodlife Health Clubs Australia, Barry's Bootcamp Asia-Pacific, California Fitness & Yoga, California Centuryon, Yoga Plus, UFC Gym and ERI International Clinic and Zap Fitness.

Of interest, was promoting on their franchise marketing platform, that they have " many new locations identified..." by a specialist territory mapping company in the franchise sector (Spectrum Analysis). Potentially to help overcome any thought that Australia is over serviced by gym concepts. The new locations available is also coupled with information on a new training concept said to be sparking attention in gym goers.

BTW - a great franchise information website, really nicely put together and full of great story telling about the brand!

A 24/7 gym operation.

Additional insights in March 2023

Very interesting in the brand’s presentation of its franchise offer, as it has gone in what feels like the almost total opposite direction to the competition. The franchise information has more written long form copy on the brand, culture, commitment and opportunity than I have seen. 

Of note, the brand is no longer a part of the Fitness and Lifestyle Group (since 2016), and was purchased by Elaine Jobson in 2022, and is now independently owned and operated with Elaine as CEO Jetts Australia. The video greeting on the franchising page is from owner and CEO, Elaine Jobson as well.

Also of note is the reference that many franchise owners have chosen the brand because of their lean club management model ‘as it enables them to continue with their other day-to-day commitments be it family, career or travel…’

I’m not sure, as if you have read many of the insights I’ve made on many franchise brands and the information they provide about investing in their brand, I’m more often lamenting a lack of information, a lack of transparency. In this case however, the Jetts franchise page almost feels like a manifesto of some sort, perhaps a little self-indulgent. I haven’t come across a franchise information page quite like it amongst large franchise brands.

There is a lot to go through, and it often feels very self-focused, like someone really wants to tell the market some very specific things about themselves. It's not 'bad', that's not what I'm saying, but it just feels a little too much 'about me', and I'm not sure that is the best feel to have.  It certainly is a different tone of voice.

  • CEO = Elaine Jobson ( Brendon and Cristy Levenson - founders)
  • Headquarters located = Moolalooba, QLD
  • Franchising Since = 2007
  • Investment = $550,000k – $700,000k
  • Initial Franchise fee = TBA
  • Ongoing Fees = TBA
  • Training = 5 Day induction

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 39,988 followers | 39.6k followers
  • Instagram = 8,111 followers | 8.4k followers
  • Twitter = 2,637 followers | 2.4k followers
  • LinkedIn = 2,098 followers | 2.8k followers
  • TikTok = 4.5k followers

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5. Fernwood Fitness - 70 locations (March 2023)

Compared to 69 as at Oct 2020

UP 1 location (previously in 5th place)

Fernwood was very much a trail blazer in the market for dedicated womens health and fitness since launching in 1989. One of two brands in this list operating exclusively for women. The brand has maintained that firm positioning in the market, and is continuing to drive a message that they are "The leading expert in womens health and fitness". 

The balance of locations throughout major states is quite even, with WA the outlier with some room for growth in that market relative to other territories.

Their investment prospectus is easily available on their franchise website - a big tick for transparency! But is just lacking some key investment detail still.

They have launched Fernwood Ultra, which is a premium sister brand according to the business. From the outside, it appears the brand has reacted to add on modern class and program offerings to supplement the 'traditional' facility, due to the undeniable competition from all kinds of functional fitness type concepts in the market over recent years.

Additional insights in March 2023

The Fernwood brand has remained steady in location numbers across the period from the previous report. 

In looking at the Fernwood presentation to potential franchise owners, there is not a lot of detail up front for research or understanding of the business prior to registering your interest. Just a handful of words and a short, 1 minute video talking about the brand and members. 

The brand is uniquely positioned in its very firm and well-renowned place as ‘the experts in women’s health and fitness’. The 32 year history of the brand, and the esteem that founder Dianne Williams is held, carries a significant amount of weight for the brand. 

In some ways, I’d almost expect that the strong positioning of the brand with women, would see an element of people self-identify as a Fernwood type of person, and enquire to understand more about becoming an owner of a franchise and ‘changing women's lives’ as the brand states. This could explain why there is such little detail up-front.

There is one established gym listed for sale on the site, with reference to new locations available in every state.

  • CEO = Dianna Williams (founder)
  • Headquarters located = Melbourne, Victoria
  • Franchising Since = 1994
  • Investment = $450k to $500k
  • Initial Franchise fee = $55k
  • Ongoing Fees = 5% advertising fee  & 7% royalty fee
  • Training = TBA

Social Media Presence

(First number is Oct 2020, second number is March 2023)

  • facebook = 71,612 followers |72k followers
  • Instagram = 33.7K followers | 41.9k followers
  • Twitter = 3,010 followers| 2.8k followers
  • LinkedIn = 3,451 followers | 4k followers
  • TikTok = 294 followers

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6. Curves - 53 locations (March 2023)

Compared to 56 as at Oct 2020

DOWN 3 locations (previously in 7th place)

Founded in Texas in 1992, the founders introduced the 30 minute fitness concept and a place exclusively for women. With expansion to 59 countries, the brand came to Australia and achieved significant market penetration. However, it has significantly receded over a number of years. 

Tracking location numbers back through the years (which is not always easy to do), sees reports of more recently having approximately 140 locations in Australia / NZ in 2018, where that number is now closer to 60-65 locations combined. It's understood that the number was significantly higher several years prior.

The look and feel of the business in it's customer facing page is essentially local Australian. Yet the franchise web presence 'buy a curves' for would-be investors here, is entirely Americanised, with all American franchise owner and corporate testimonials etc. This approach is hard to understand.

Additional insights in March 2023

Essentially the same feedback I gave 2+years ago as little has changed. The brand appears to have remained relatively steady in the market across the period. However, inexplicably, the Australian franchise offer is entirely dominated by an American presence, style and feel. Of six (6) videos on the au/ franchise information page, all 6 are American franchise owners or executives telling their stories. The American Small Business logo is also on the page.

I just can’t fathom how there could be any expectation to expand the brand, or inspire confidence in Australian franchise partners with no local feeling representation at all. This would suggest on the surface as having little impetus to grow in the Australian market.

  • CEO = Edel Kilmartin (Director Operations AU)
  • Headquarters located = Wembley, WA
  • Franchising Since = 1999
  • Investment = from $80k
  • Initial Franchise fee = included in investment
  • Ongoing Fees = TBA
  • Training = 1 week and 2 days in-studio

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 335,609 (global) followers |340k (Global) followers
  • Instagram = 9,513 (global) followers | 12.8k (Global | 1k (AU/NZ) followers
  • Twitter = 10K followers |10.4k (Global) followers
  • LinkedIn = 10,859 (global) followers | 12k (Global) followers
  • TikTok = 470 followers

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7. Vision Personal Training - 53 locations (March 2023)

Compared to 55 as at Oct 2020

DOWN 2 locations (previously in 8th place)

"Many franchise owners receive 200% return on their investment year on year." that's quite a statement from VisionPT on their website that should get the attention of most looking to invest in this niche. This type of statement characterises the brands presentation to potential franchise owners with a heavy emphasis on the financial performance of the business and metrics.

A personalised training approach to the business (obviously), and is characteristic of a number of the brands in the space taking the personalised option as the point of difference for franchise partners looking for that fulfilment in what they do, as opposed to the arguable 'member numbers' approach of the bigger gym alternatives.

NSW, VIC and QLD are clearly areas of desired growth with the business having up to 20 locations as opportunities available in each of those states. The brand has also expanded into NZ, yet approximately 65% of locations are in NSW currently.

Additional insights in March 2023

The statements on the Vision website around return on investment compared to the previous detail found have tempered only slightly. “...The leading Vision franchises generate net profits of up to 30%.”

Yet the business clearly backs itself to deliver “With over 20 years of success in the health and fitness industry, we have a proven model guaranteed to generate business success.” It also suggests a multi-site opportunity is possible.

I also found this statement quite interesting regarding the direction of the opportunity, “Our older demographic is untapped by the broader market, and a successful studio needs only 200 Clients. Let’s discuss how our smaller footprint studios represent a financially compelling opportunity.”

Overall I think the Vision business has a really nice presentation to potential franchise partners, and good video content on the site with founder Andrew Simmons greeting. And like some other competitors, seems to be angling its business opportunity around what it sees as key weaknesses of the much bigger gym models that could concern a potential franchise owner. 

  • CEO = Andrew Simmons (founder)
  • Headquarters located = Caringbah, NSW
  • Franchising Since = 1999 (founded) franchising 2004
  • Investment = $250k to $350k
  • Initial Franchise fee = included in investment
  • Ongoing Fees = marketing fee TBA & royalty is a flat fee on a sliding scale
  • Training = TBA

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 12,735 followers | 13k followers 
  • Instagram = 1,704 followers | 2k followers 
  • Twitter = 270 followers | 
  • LinkedIn = 1,272 followers |1.5k followers 
  • TikTok = N/A

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8. World Gym Australia - 40 Locations (March 2023) 

30 Compared to Oct 2020

UP 10 locations (not on previous list - should have been in 10th place in 2020)

Insights in March 2023

An interesting brand in part due to it being wrapped in nostalgia and iconic status. I think they leverage the original ‘Muscle Beach’, vibe of 1976 Venice, California, very well, giving the brand some mystique and originality that is unmatched. 

“...greater profits off a lower member base than what other full service clubs in Australia can offer” is a key part of the World Gym presentation to would-be franchise owners. The brand states that branded apparel and accessories are an excellent revenue driver for owners.

The franchise information page also has an excellent video running about 4 mins, that is highly detailed and gives a great breakdown of what the business and franchise offer is about. 

They have instilled a little bit of scarcity in the brand which seems rare in the space, as it is clear that it is not modeled to grow like a 300-400 gym potential scale in Australia. In fact, the number they mention they will be hitting into the near future is 50 locations (video uploaded 2021).

  • CEO = Mike Nysten, Jonathan Davie (Directors)
  • Headquarters located = All work from home
  • Franchising Since = 2006 in Australia – 1976 globally
  • Investment = $1.7 to $2.5M (total including fit out and all equipment purchases)
  • Initial Franchise fee = $50K + GST
  • Ongoing Fees = $50K + GST P/A, $500 PM advertising
  • Training = 2 weeks included for new franchisee

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 53.2k followers 
  • Instagram = 8.4k followers 
  • Twitter = 321 followers 
  • LinkedIn = 1k followers 
  • TikTok = 295

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9. Genesis Health + Fitness - 37 locations (March 2023)

Compared to 39 as at Oct 2020

DOWN 2 locations (previously in 9th place)

Part of the Belgravia Group, the Genesis Health + Fitness chain has 19 locations in VIC, and 10 in both QLD and NSW respectively. In an interesting twist to the other brands in this list, Genesis has company owned, franchised and joint venture operated locations operating under the franchise system.

With a broad offering of facilities for members , and with a mixed opportunity approach to opening gyms, this could well be an interesting brand to watch into the future.

A 24/7 gym operation.

Additional insights in March 2023

The franchise information page by the brand is a totally different direction to that taken by any other brand thus far. It is very much like an overt sales page with a 10 min video webinar style presentation at the top (I’d suggest significantly improving that quality is needed), and calls to action to ‘book your franchise strategy session now’.

The page is headed 'The Gym Entrepreneur Masterplan.'

The copywriter and marketer in me loves seeing this type of thing - the brand is just getting straight to the point and filling the top of its lead funnel with prospects. It is great to see brands being bold and creative with their approaches like this, and putting their best foot forward and using all the tools they have to attract potential franchise owners.

Scrolling on and on down the page, we see multiple franchise owner testimonials, more reasons ‘why’ Genesis Health + Fitness, and at the time of writing in March 2023, a special $15,000 training package bonus was also on offer.

And at the bottom of the page the call to action again to fill out your details is “Claim your free 30-minute foolproof franchise strategy session & gym success roadmap (valued at $497)”. 

A really interesting and bold approach and I believe we will see more and more of this bolder approach across the board in franchising into the very near future from many brands.

  • CEO = Ian Jensen-Muir
  • Headquarters located = Melbourne, VIC
  • Franchising Since = 1997
  • Investment = from $400k
  • Initial Franchise fee = TBA
  • Ongoing Fees = TBA
  • Training = TBA

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 19,027 followers |20.8k followers 
  • Instagram = 3,643 followers | 4.7k followers 
  • Twitter = 1,205 followers | 1.1k followers 
  • LinkedIn = 1,795 followers | 2.1k followers 
  • TikTok = N/A

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10. EFM Health Clubs - 36 locations (March 2023)

Compared to 57 as at Oct 2020

DOWN 21 locations (previously in 6th place)

An interesting one that we debated whether to include in this gym list, or our 'fitness franchise' list, and it could have gone either way:-) A self-described boutique gym with more than 50% of their locations currently in SA. The key difference here is that they specialise in running health clubs in hospitals and schools with personalised training.

A very interesting approach with an immediate pitch for potential franchise partners on having "...your own gym franchise with no rent." And their website listed 11 locations with existing membership bases and equipment in relation to this. Although, some locations have a 'low rent' indicator as not all are no rent.

The brand also has a conversion strategy running where they are prompting existing stand alone personal training fitness studio owners to contact. This is a common approach across many franchise sector niches, with the goal of a franchise model overlaying the system to help the stand alone business owner become more profitable.

I think the brand has an interesting approach, but the presentation of the offer is lacking for a prospect, as it is hard to understand what it is exactly they offer, and how they are offering it. Fee's and costs are also lacking, so the overall transparency on what is such a different offer to the rest of the market is not ideal.

Additional insights in March 2023

EFM Health Clubs saw a significant reduction in location numbers dropping from 57 locations in Oct 2020, to 36 locations currently. All but 9 of the locations are in South Australia. 

The feature opportunities listed by the brand for 2023 are in Essendon (VIC), Tuggerah and Hornsby (NSW), Ormiston (QLD), and Highgate (SA). The website also lists that each of these locations are rent free opportunities within their business model. 

  • CEO = Peter Rohde
  • Headquarters located = Adelaide, SA
  • Franchising Since = 1991
  • Investment = from $55k
  • Initial Franchise fee = TBA
  • Ongoing Fees = TBA
  • Training = 5 days

Social Media Presence 

(First number is Oct 2020, second number is March 2023)

  • facebook = 4,036 followers |4.1k followers
  • Instagram = 662 followers | 844 followers
  • Twitter = 164 followers | 56 followers
  • LinkedIn = 421 followers | 588 followers
  • TikTok = N/A

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11. Stepz Fitness - 18 locations

13 Compared to Oct 2020

UP 5 locations change (previously in 10th place)

The brand has adapted to a hybrid model to its 24 hour model with the addition of a functional fitness and group training membership, along with a re-branding the group is executing. The brand has been operating for around a decade, and with the disruption in fitness with functional and group training, the hybrid with the 24 hour operation is a refreshing approach.

The interesting thing for Stepz Fitness will be in achieving the re-branding and transformation of studios, and gaining momentum to add more at the same time.

A 24/7 gym operation.

Additional insights in March 2023

While just dropping out of the top 10 list unluckily this year, Stepz Fitness has had an impressive growth result in the period.

A good website presentation of the brand with excellent case studies in written and video form of franchise owners. In the business overview, the two tiered model of the brand is very clearly laid out with member fees listed to easily demonstrate the model and how it works.

One of my favourite franchise opportunity websites in the list, with high detail, clean design and a great user experience. I think this presentation will serve the brand very well going forward as it continues to be populated with more stories of success and satisfaction of franchise owners in the brand.

  • CEO = Sam Waller
  • Headquarters located = Paddington, NSW
  • Franchising Since = 2016
  • Investment = $200k - $275k
  • Initial Franchise fee = TBA
  • Ongoing Fees = TBA
  • Training = TBA

Social Media Presence 

  • facebook = 4,542 followers | 4.7k followers
  • Instagram = 3,856 followers | 3.7k followers
  • Twitter = 76 followers | 85 followers
  • LinkedIn = 137 followers | 364 followers
  • TikTok = 479

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Note: And of course, please contact the brands direct for the most up to date information, as while we've done our best to be as accurate as possible, we know some of this information can be a moving target at times unfortunately!

October 2020 List Video Below