Anytime Fitness Franchise vs stepz fitness: Which Is Right for You?
Owning a gym is an exciting and fulfilling career choice.
You get to help people achieve their fitness goals while building a profitable business. But going it alone can be tough—finding the right location, setting up operations, and building a customer base all take time and effort.
That’s why franchising is such a great opportunity. With a proven system and established brand, you can fast-track your success and focus on growing your business.
There are plenty of gym franchises out there, each with their own strengths. Anytime Fitness is one of the biggest names in the industry, with a strong global presence and a well-established model.
But if you’re looking for better territory availability, lower costs, and a more franchisee-friendly approach, Stepz Fitness offers a compelling alternative.
In this post, we’ll break down the differences between Stepz Fitness and Anytime Fitness.
We genuinely think Anytime Fitness is a great franchise option, but there are a few areas where Stepz Fitness stands out, especially if you're looking for lower costs, simpler operations, and more flexibility.
Ownership & Business Model
Choosing the Right Franchise Structure
The way a franchise is structured can have a big impact on your experience as a business owner. A locally owned franchise might provide more direct support, while an international brand might come with more rigid processes. Let’s take a look at how Stepz Fitness and Anytime Fitness compare.
Stepz Fitness:
100% Australian-owned and operated – Franchisees work directly with the Master Franchisor, so there’s no middle management, meaning faster support and decision-making.
Anytime Fitness:
Part of an international group that operates as a subsidiary. This can result in less localised decision-making and potentially delays in support.
Key Advantage: Stepz Fitness provides a more personalised experience with direct access to senior leadership.
Territory Options & Exclusivity
The Importance of Territory Protection
Having the right territory can make or break a franchise. You don’t want to be competing with other franchise locations for the same customers. Stepz Fitness and Anytime Fitness take different approaches to territory allocation.
Stepz Fitness:
More prime territories available in Australia.
Exclusive and protected territories, meaning franchisees don’t have to worry about competing with other Stepz locations.
Anytime Fitness:
Limited territories due to market saturation.
Territories are protected, but there's a chance of competition from franchisor-owned locations.
Key Advantage: Stepz Fitness offers larger and better-protected territories, giving franchisees more room to grow.
Franchise Fees & Ongoing Costs
Understanding Franchise Costs
Buying into a franchise isn’t just about the upfront cost. You also need to consider ongoing fees, marketing levies, and other expenses that can impact your profits. Here’s how Stepz Fitness and Anytime Fitness compare.
| Feature | Stepz Fitness | Anytime Fitness |
|---|---|---|
| Initial Franchise Fee | Substantially Lower | $89,900 - $79,900 |
| Monthly Fees | Fixed, not based on turnover | $1,300 per month (+ $295 Anytime Health Fee) |
| Advertising Fees | Flexible & locally focused | 2% of revenue + mandatory local marketing fund |
Key Advantage: Stepz has simpler, lower fees with fixed costs, so franchisees get to keep more of their profits.
Total Investment & ROI Timeline
How Long Until You See a Return?
Starting a gym isn’t just about getting customers through the door—it’s also about how long it takes to recoup your investment. Stepz Fitness has a lower cost structure, meaning you can hit profitability faster.
Stepz Fitness:
Lower total fit-out investment, meaning faster ROI.
Lease negotiation support – the Master Franchisor personally negotiates lease deals to reduce capital requirements.
Anytime Fitness:
Higher initial investment and setup costs.
Equipment costs range from $150,000 - $350,000.
Additional costs for software, advertising, and memberships.
Key Advantage: Stepz Fitness makes profitability easier and quicker to achieve.
Marketing & Branding
The Power of Strong Marketing
Marketing is one of the most important parts of running a successful gym. With so many fitness options available, you need to stand out from the competition and keep members engaged. Let’s see how Stepz Fitness and Anytime Fitness approach marketing.
Stepz Fitness:
Locally tailored branding strategies to attract Australian customers.
Lower and more flexible marketing levies, so franchisees have more control over their advertising.
Anytime Fitness:
Global branding approach, which means less flexibility for local markets.
Mandatory national and local marketing contributions, reducing control over ad spend.
Key Advantage: Stepz offers more marketing flexibility, so franchisees can focus on what works best in their area.
Final Comparison:
Why Stepz Fitness Is the Smarter Investment
| Feature | Stepz Fitness | Anytime Fitness |
|---|---|---|
| Ownership | Australian-owned, direct support | International brand, operates as subsidiary |
| Territories | More prime locations available | Limited availability, market saturation |
| Franchise Fees | Lower, fixed fees | Higher fees, revenue-based deductions |
| Setup Costs | Lower investment, faster ROI | Higher costs, longer ROI timeline |
| Support | Direct access to franchisor | Large network, less personal support |
| Break-even Point | Lower member numbers required | Higher member numbers needed |
| Marketing | Flexible, localised branding | Global strategy, mandatory fees |
Want to learn more about Stepz Fitness Franchise opportunities?
Book a free consultation today to see why Stepz Fitness is the smarter investment.