EFM Health Clubs

What EFM Health Clubs does

EFM Health Clubs, founded in 1991 and headquartered in Unley, South Australia, is Australia's largest personalised-training fitness studio franchise network, operating approximately 49 locations across Adelaide, Melbourne, Sydney, Brisbane and regional Queensland. The company's core offering is a proprietary 'Personalised Training' methodology in which each member is assigned a committed Personalised Trainer who designs, sets up and supervises tailored workout programmes for small groups of typically 2-12 clients, positioned as a cost-effective middle ground between commercial gyms and one-on-one personal training. Supporting products include month-by-month memberships with no 12-month lock-in, NDIS-approved allied-health-supported programs for participants with disabilities and health conditions, one-on-one PT sessions, the EFM B.R.E.A.T.H.E. wellness programme, the EFM LEANing Challenge, and corporate/employer memberships (including 24/7 on-site hospital clubs at Royal Adelaide Hospital, Sunshine Hospital, ASC and Sunshine Coast University Hospital).

The business operates on an asset-light franchise model: EFM Corporate Pty Ltd owns the brand, training methodology and member programs, while individual franchisees own and operate local clubs. Revenue at the corporate entity is generated through franchise royalties and brand licensing, with system-wide consumer revenue accruing to franchisees via subscription memberships standardised at A$53/week (~$229/month, with a A$99 joining fee and annual contract options). Pricing is uniform nationally, and acquisition channels blend content marketing, SEO for location-specific landing pages, social media (Facebook, Instagram), referral promotions and earned media coverage. Strategic partnerships with Fitness Australia (2021 group business membership), SPORTSMED·SA (2016, exercise physiology screenings for new members) and Transplant Australia extend the company's positioning and member-acquisition funnel.

EFM serves a broad adult fitness market — including mature adults (50+), NDIS participants and corporate-sponsored hospital staff — and selectively targets personas resistant to impersonal commercial gyms but unwilling to pay premium personal-training rates. The technology stack is conventional (a CMS website with a club-finder and franchise/membership forms; no mobile app, no API, no disclosed AI capabilities), and competitive differentiation rests on the in-person trainer relationship, the 35-year brand, flexible contract terms and the breadth of the franchise footprint rather than on proprietary software or data assets.

Name

EFM Health Clubs

Legal name

EFM Corporate Pty Ltd

Website

https://efm.net.au

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

EFM Health Clubs is Australia's largest personalised-training fitness studio franchise, founded in 1991 and operating ~49 locations nationwide. It delivers small-group, trainer-supervised workout programmes to adult consumers, hospital staff and NDIS participants under a flexible month-by-month subscription model.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYHSADAAAN

Small-Group Personal Training (Semi-Private)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADAGAA

General Health Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

SECONDARYIMAIALAL

Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms)

Industrials, Manufacturing & Construction/Industrial Services & Facility Operations/Facility Operations Support Services (Mailroom/Reception/Catering/Workplace Services)

SECONDARYHSADAGAL

Corporate/Workplace Wellness Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

Keywords

• Personalised fitness training
• Health club memberships
• Small group personal training
• Fitness franchise services
• NDIS fitness programs

Headquarters

HQ city

Unley

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Membership Fees: Monthly recurring membership fees charged at $53.00 per week (fortnightly or monthly billing). $99 joining fee applies. Annual membership option also available with fixed 1-year term.
2. Personal Training Sessions: One-on-one personal training sessions available as add-on to base membership, charged separately per session.
3. NDIS Services: Allied Health Professional and Allied Health Assistant guided programs for NDIS participants with various health conditions and disabilities.
4. Franchise Revenue: Franchise model where franchisees operate individual clubs, with support and brand licensing from corporate.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

EFM Health Clubs operates a franchise network of approximately 49 fitness studios across Australia offering personalised small-group training with a committed trainer for each member. Members access tailored workout programs, machine setup, technique monitoring, and unlimited club visits via month-by-month or annual memberships, with add-on services such as NDIS programs, 1-on-1 personal training, the EFM B.R.E.A.T.H.E. wellness program, the EFM LEANing Challenge, and corporate memberships.

Product overview

EFM Health Clubs is a fitness studio franchise operating across Australia with approximately 30+ locations. The company offers a unified personalised training platform that combines elements of traditional personal training with small-group fitness sessions. The core product is Personalised Training, where dedicated trainers guide members through tailored workout programs at an affordable price point. Supporting products include Month by Month Memberships (the flexible membership model with no lock-in contracts), NDIS Services for members with disabilities, 1-on-1 Personal Training sessions, the EFM B.R.E.A.T.H.E Program, the EFM LEANing Challenge, and Corporate Membership options. The company operates on a franchise model with clubs in Adelaide, Melbourne, Sydney, Brisbane, and other Australian cities.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalised Training EFM's signature training offering combining elements of personal training and group fitness, where each member is assigned a committed Personalised Trainer who tailors programs, sets up equipment, monitors progress, and provides technique guidance at a fraction of individual personal training costs.
• Group Personalised Training
• 1-on-1 Personal Training
• NDIS Services
• EFM B.R.E.A.T.H.E Program
• EFM LEANing Challenge
• Corporate Memberships

Quantifiable outcome

• Members have achieved 5, 10, 20, and 30-year membership tenures indicating long-term satisfaction and results
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Fitness AustraliacoreStrategic or Co-development Partner · 28 June 2021EFM Health Clubs and its 49 locations joined Fitness Australia's business membership, elevating their position in the health and fitness industry. Focus on driving industry leadership and commitment to quality.
• SPORTSMED·SAcoreStrategic or Co-development Partner · 31 January 2016Major partnership providing free health screening by SPORTSMED·SA Exercise Physiologist for new EFM members. Exercise Physiologist assesses physical health to help members and patients stay active and injury free.
• Transplant AustraliaminorGTM or Marketing PartnerCommunity partnership raising awareness for organ donor registration. EFM participates in CalorieCrusher campaign to support Transplant Australia's mission. Free membership offered to individuals on transplant journey, donor families, and supporters.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fernwood Fitness: Australian women-focused fitness club franchise offering group fitness, personal training, and nutrition coaching. Closely comparable to EFM in its Australian franchise model, women-focused branding, and mix of group classes plus personalised coaching.
• F45 Training: Globally franchised functional group training studio with strong Australian footprint. Competes directly with EFM for the small-group, coached fitness member, but with a fixed 45-minute class format versus EFM's small-group personalised training model.
• Vision Personal Training: Australian studio franchise specialising in small-group personal training with dedicated coaches. Highly comparable to EFM in service format, target customer (results-driven adults), and franchise operating model.

Broad incumbents

• Plus Fitness: Australian 24/7 budget gym franchise network. Comparable as a franchise-based fitness operator targeting similar mass-market demographics, though with a low-cost, unstaffed model rather than trainer-led training.
• Jetts Fitness: Australia-founded 24/7 no-frills gym franchise. Competes for the same value-conscious Australian consumer as EFM but offers a no-coaching, low-touch model at lower price points.
• Anytime Fitness Australia: One of Australia's largest 24/7 fitness franchise networks. Comparable to EFM as a franchise-driven, multi-location fitness club operator, though Anytime Fitness focuses on unstaffed low-cost access rather than trainer-led personalised coaching.
• Goodlife Health Clubs: Large Australian full-service health club chain offering group fitness, personal training, and corporate memberships. Comparable in target market and corporate wellness partnerships, though typically corporately operated rather than franchised.

Emerging players

• 12RND Fitness: Australian boxing-inspired 12-round functional training franchise. Comparable as an Australian boutique group-training franchise competing for similar members, though with a class-based rather than personalised coaching format.
• Fitstop: Australian functional group training franchise targeting similar small-group coached fitness segment as EFM. Comparable service format and franchise model, though with a younger brand and more limited corporate/healthcare presence.

Regional players

• Stepz Fitness: Australian 24/7 budget gym franchise. Overlaps with EFM in Australian market presence and franchise model, but serves a lower price point and lacks the personalised coaching layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/efmhealthclubs
• Instagraminstagram.com/efmhealthclubs
• Xx.com/efmclubsaust
• LinkedInlinkedin.com/company/efm-corporate-pty-ltd

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EFM Health Clubs