IntroductionAustralians have long been famous for being an obese country and now, for the first time in recent years, there has been a desire overwhelming for the nation to have healthier, more active lifestyles, fueling a thirst for the long forgotten fitness industry. Fitness niches that are non-traditional forms of exercise, that take the "work" out of training, that previously showed robust growth, are currently being exhausted by easy-to-access, 24/7 gyms, which are attracting the majority of serious and cost-efficient Australians (Marrone Gibbons Lang& Company, 2013). Jett vs. Fitness First Increasingly, healthy living has become the mantra for many Australians with the prospect of good fortune for the fitness industry in Australia in 2014. With two of the nation's most popular fitness franchises, Jett's and Fitness First, committed in a growing battle for fitness club recruitment, launching various clubs across Australia to attract as many consumers as possible. Jetts started from humble beginnings, starting with a Gold Coast Gym in 2007 and now has over 200 clubs, including 159 in Australia and 41 in New Zealand, totaling an ever-growing membership of 200,000 (Jetts, 2014) . Jetts, through the use of a revolutionized version of the Porters model of generic cost leadership strategy, has enabled them to achieve second place in the 2013 Fast Franchise rankings, with average annual revenue growth of 219% over the past three years (BRW, 2013). ). As for Fitness First, it remains the largest privately owned health club group in the world, consisting of over 540 Fitness First Clubs worldwide, reaching over 1 million memberships in 21 different countries (FitnessFirst, 2014). Through its groundbreaking activities… half of the document… available at: http://www.brw.com.au/p/entrepreneurs/top_fast_franchises_laser_clinics_Ve7re7fN5H9bEKszvcqC8H [Accessed: 23 March 2014].BRW. 2013. Fast Franchises 2013. [online] Available at: http://www.brw.com.au/lists/fast-franchises/2013/ [Accessed: 23 March 2014].FitnessFirst. 2014. Fitness First Gyms, Get a Free 1 Day Gym Pass - Fitness First Australia. [online] Available from: http://www.fitnessfirst.com.au/ [Accessed: 23 March 2014].Jetts. 2014. Jetts Fitness Australia | Jetts 24-Hour Gyms, Fitness Centers. [online] Available at: http://www.jetts.com.au/ [Accessed: 23 March 2014].Thomson, J. 2012. Fitness First to lose weight by selling 24 gyms, as low-cost gyms gain market share . [online] Available at: http://www.smartcompany.com.au/growth/economy/26165-fitness-first-to-slim-down-by-selling-24-clubs--as-low-cost -gyms -grab-market-share.html# [Accessed: March 23 2014].