Fitness and Wellness
Open a Fitness and Wellness Business in Frankston City
A coastal city with a growing, health-conscious community and a wellness economy to match.
Australia's boutique fitness and wellness sector is one of the country's most consistently expanding industries. From reformer pilates and yoga to functional fitness, recovery centres and medical aesthetics, Australians are spending more on their health and wellbeing than at any point in the country's history. Frankston City is well positioned to be part of that growth.
Frankston City already has an established foundation in fitness and wellness, with quality operators across the municipality. What makes it attractive for businesses considering where to establish or expand is a combination of factors that are harder to find together in a single location: a large and growing resident population, a genuinely coastal lifestyle setting, a shifting demographic with rising discretionary income, and a municipality that spans multiple established activity centres well beyond the city centre alone.
Why Frankston City for fitness and wellness?
- Hybrid work has changed who lives here and how they spend their time. The shift toward hybrid and flexible working arrangements has fundamentally changed residential decision-making across Melbourne. Professionals who no longer need to commute five days a week are choosing locations based on lifestyle, space and community rather than proximity to the office alone. Frankston City is uniquely positioned to attract this demographic. Frankston Station connects directly to Melbourne CBD in approximately one hour, and the city sits at the intersection of major arterial routes serving Melbourne's south-east growth corridor. For a professional commuting two or three days a week, Frankston offers what inner suburbs cannot: a beachside lifestyle, access to quality schools and Monash University, and a genuine sense of community. The residents arriving with this shift are spending more of their working week locally. They have more discretionary time. And they are investing that time, and their income, in health, fitness and wellbeing close to home. For fitness and wellness businesses, this is the customer. And Frankston is where they are moving.
- A large and growing resident catchment. Frankston City's population is more than 146,500 and is forecast for significant growth. A growing proportion of managers and professionals, combined with an incoming apartment-dwelling demographic, is shifting the resident profile toward higher health and wellness spending.
- Coastal lifestyle alignment. Frankston's foreshore, trail network and coastal setting attract a community that is already active and health-oriented. Fitness and wellness businesses here are meeting a culture that already exists, not building one from scratch.
Why now?
Frankston's demographic shift is underway. The apartment wave is arriving. The manager and professional cohort is growing. And the hybrid work trend is directing a new kind of resident toward coastal, connected lifestyle cities exactly like Frankston.
Operators who establish now build membership bases, community loyalty and brand recognition in a market that is actively growing. The residents moving here are making long-term lifestyle decisions. The fitness and wellness businesses that are here to meet them when they arrive will be the ones they stay with.
Council support
Frankston City Council’s Investment Officer provides dedicated support for businesses seeking to establish or expand within Frankson City. This includes assistance with site identification, introductions to landlords, and connections to relevant grants and business support programs.
The role also provides connections to guidance on Council permits and licensing requirements, helping businesses understand and navigate the approvals process where needed.
The Investment Officer works directly with practitioners to match their operational needs with suitable opportunities across the municipality, ensuring the process is as straightforward, informed, and efficient as possible.
Contact our Investment Officer