Australia’s fitness ecosystem blends community-driven gyms, boutique studios, and strong government support for wellness initiatives (such as school-based activity programs, workplace mental health strategies, and national physical activity campaigns), underpinned by high smartphone use and widespread digital payments adoption.
Urban lifestyles and an emphasis on preventive health continue to drive demand across gyms, yoga and Pilates studios, and corporate wellness programs. Ezypay’s longevity and connection to the Australian market make it the perfect payment companion for gyms, health clubs, studios and SaaS.
Australia’s health and wellness market reached AUD 163.5 billion (USD 106.6 billion) in 2024, with projections of AUD 314.3 billion (USD 204.8 billion) by 2033 (CAGR 6.75%) (imarcgroup.com, 2025). This growth is driven by rising consumer interest in preventive care, mental well-being, and holistic health solutions.
Key segments include:
Digital health technologies such as wearables, telemedicine, and health-tracking apps are increasingly integrated into consumer routines, supporting real-time monitoring and proactive wellness management.
In fact, the digital health market alone is projected to reach AUD 11.6 billion (USD 7.7 billion) in 2024, with forecasts of AUD 43 billion (USD 28.6 billion) by 2033 (CAGR 15.7%). This includes digital fitness and well-being, telehealth, and connected care solutions (imarcgroup.com, 2025).
Australia’s corporate wellness market is expected to grow from AUD 1.87 billion (USD 1.24 billion) in 2024 to AUD 3.15 billion (USD 2.09 billion) by 2034, reflecting increased employer investment in mental health, fitness programs, and digital well-being platforms (expertmarketresearch.com, 2025).
As of 2025, Australia has approximately 6,583 gyms and fitness centres, down from 7,595 in 2024 due to market consolidation (ibisworld.com, 2025).
Major chains include Anytime Fitness, Fitness First, Virgin Active, Revo Fitness, F45, and Body Fit Training. Australia also boasts a large presence of smaller, boutique gyms, as well as dedicated Pilates and Yoga studio chains (scrapehero.com, 2025; australiaunwrapped.com, 2025).
Australia’s diverse population enjoy numerous forms of exercise, with a strong focus on functional training, boutique experiences and sport.
Urban millennials and Gen Z Australians are adopting boutique formats and tech-enabled memberships, while older adults engage via tailored wellness programs.
Many Australians also participate in team sport (both for leisure or competitively), with many boutique sports clubs and fitness facilities dotting the nation – even in more regional areas.
Anytime Fitness, Fitness First, Virgin Active, Revo Fitness, F45, and Body Fit Training (scrapehero.com, 2025; australiaunwrapped.com, 2025).
Pilates, yoga and HIIT-led studios show strong consumer demand, mirroring wider APAC boutique growth and the shift toward holistic wellness (telomereconsulting.com, 2025).
Authorities continue to invest in infrastructure and wellness programs, with a focus on inclusivity and mental health (health.gov.au, 2025).
Below is an overview of the key opportunities and challenges shaping the market.
Demand for guided, community-centric formats across Pilates, yoga and HIIT remains strong. Studios using hybrid online and in-person models see high engagement in Australia, with many Australians prioritising flexibility in their workouts (bondibeauty.com.au, 2025; telomereconsulting.com, 2025).
Ongoing growth in employer well-being initiatives and commercial set-ups supports subscription demand (expertmarketresearch.com, 2025; wellness360.co, 2025).
Digital wallet transaction value expected to reach AUD 201.3 billion in 2025, with mobile wallets used in over 4 billion transactions (telecomreviewasia.com, 2025; ausbanking.org.au, 2025).
Reduced household disposable income and cost-of-living pressures affect gym memberships and spending (artbellfitness.com, 2025).
Smaller merchants need support to adopt interoperable QR and contactless solutions, though infrastructure is improving (payspacemagazine.com, 2025).
Dense urban markets with strong big-box chains require differentiated offerings and retention strategies.
It would be amiss to not include a note about Australia’s evolving payment regulations and proposed surcharging regulatory changes.
The Reserve Bank of Australia is reviewing merchant surcharging rules, with proposals to ban card surcharges and reduce interchange fees. While these changes are not yet law, consumer expectations are shifting toward all-inclusive pricing.
Ezypay’s model already supports this direction, allowing merchants to absorb fees or pass them on without breaching current regulations.
It’s also a great time for businesses and SaaS providers to explore PayTo, a secure and real-time bank payment method that offers lower costs and better customer experience than traditional Direct Debit. These changes will help fitness operators maintain trust, protect margins and deliver seamless payment experiences.
Born out of a Sydney-based gym in 1996 and now used by thousands of fitness businesses, Ezypay is one of Australia’s most trusted recurring payment providers. With decades of hands-on industry knowledge, we understand the unique challenges of running fitness operations - from compliance and member trust to cash flow and growth.
Our PCI DSS-accredited payments platform powers seamless, secure billing for gyms, wellness centres, and multi-location brands across the country. With a growing list of partner solutions and integrations, Ezypay has the right solution for every health, wellness and fitness business, including ALLUP Pro, ABC Glofox, FitnessForce, goXPro, Hapana, Gymdesk, GymMaster, Membr, Perfect Gym, and Xoda.
See the full list here: https://www.ezypay.com/partner-directory
Recurring billing made simple: Automate membership and subscription payments to cut admin time and keep your cash flow strong.
Solving local challenges: Navigate Australia’s compliance requirements with transparent, secure collections that reduce risk and build member trust.
Flexible solutions for growth: Whether you run a boutique studio or a nationwide franchise, Ezypay scales with you, integrating effortlessly with top fitness management systems.
Seamless integrations: Connect with leading gym software and offer payment options Australians use every day, including PayTo, direct debit, major cards and digital wallets such as Apple Pay and Google Pay.
Advanced settlement: Reconciliation made simple. Ezypay makes it easy to settle funds to multiple accounts so you can split payments up between locations, vendors, suppliers and franchises.
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