“I don’t like sitting at the computer doing national marketing. That would just blow my mind. So you guys do that.”
Diggermate franchise owner interview
Reviewed by Michael Watkins, Founder
Published 26 June 2026 · Last reviewed 11 July 2026
If you are looking at the cost of a Diggermate franchise, the first question is not just what the entry price is.
The better question is: what business system are you getting for that investment?
Diggermate is not built around handing someone a logo and leaving them to work out the rest. The offer is a complete business system for launching and growing a local equipment hire operation: territory, brand, marketing engine, local website presence, booking technology, operating systems, training, supplier pathways, support and a national franchise network.
A solo operator can buy a machine. The harder part is building everything around that machine so it gets found, booked, managed, reviewed, maintained and hired again. That is the value Diggermate is designed to bring before you even get to the price.
Start With The Complete Business System
When someone joins Diggermate, they are stepping into a launch framework that has already been built, tested and improved across the network. The investment gives them access to the commercial machinery around the machine, not just the right to use a name.
| Part of the system | What Diggermate provides |
|---|---|
| Territory model | A defined local market to build, grow and potentially sell as a business asset in the future |
| Brand | A recognised equipment hire brand with national presence, customer-facing assets and local trust-building material |
| Marketing engine | Website pages, SEO, Google Ads support, social advertising support, email, SMS, review systems, reporting and ongoing marketing development |
| Booking technology | Online booking, availability, payments, customer communication, digital waivers and admin systems that help the business run day to day |
| Operations | Processes for customer handovers, equipment presentation, hire terms, compliance, support, GPS, insurance guidance and business administration |
| Training and support | Onboarding, practical training, startup guidance, knowledge base resources, phone support, network learning and ongoing business support |
| Equipment pathway | Guidance around machine choice, approved suppliers, equipment standards, finance conversations and growth planning |
That matters because most new hire businesses do not fail because they forgot to buy a machine. They struggle because the owner has to build the brand, website, advertising, booking flow, customer follow-up, review engine, operating process and growth plan at the same time.
What Diggermate Does Before You Launch
Before a new owner starts trading, Diggermate helps put the foundations in place so the business is not starting cold.
Marketing and customer discovery
Diggermate’s marketing support is one of the major value points in the model. The team works across local website pages, Google visibility, paid advertising, social content, email, SMS, Google Business Profile activity, review requests, landing pages and reporting.
The goal is to give each location a stronger starting point than a solo operator trying to figure out marketing from scratch. That includes local pages and campaigns that help customers find the right location, understand the equipment and take the next step.
Booking and admin infrastructure
The system also gives franchisees access to the operating backbone of a hire business: online bookings, inventory control, payment flow, digital waivers, customer communication and admin processes that can be managed from a phone, tablet or computer.
This does not remove the need for good local service. It does mean the owner is not building every admin process, hire document and booking workflow from zero.
Training, support and network knowledge
Diggermate provides training and startup support so owners understand the equipment, customer handovers, hire process, safety expectations, local marketing habits and business systems. New owners also benefit from knowledge built across the wider network rather than learning every lesson alone.
Equipment and launch planning
Equipment is usually the biggest setup cost, so the launch plan matters. Diggermate helps owners think through equipment choice, approved suppliers, trailer setup, insurance, finance conversations, working capital and the growth path from one machine into a broader fleet where demand supports it.
The Value Is The Launch System, Not Just The Fee
The franchise fee should not be viewed as a payment for a logo alone. It gives the owner access to the Diggermate territory model, brand, training, operating systems, marketing support, supplier relationships, business resources and the wider franchise network.
The buyer still needs to fund the equipment and run the business locally. But the value of the model is that they are not building every system, page, ad account, supplier pathway, booking process, review process and training resource from scratch.
Once that value is clear, the price becomes easier to understand: it is the cost of entering a business system, not just the cost of buying into a name.
How Much Does a Diggermate Franchise Cost?
Diggermate currently offers two franchise entry options.
| Franchise Option | Investment |
|---|---|
| Wet Hire or Dry Hire Franchise | $24,990 |
| Wet & Dry Hire Franchise | $34,990 |
The franchise investment secures your exclusive territory and access to the Diggermate franchise system.
Additional costs such as machinery, trailers, insurance, registrations and working capital are separate and will depend on your chosen business model and growth plans.
What Affects the Total Investment?
No two Diggermate franchisees start in exactly the same way.
Some begin with a single machine and gradually expand their fleet. Others launch with multiple machines, trailers and attachments from day one.
The total investment is typically influenced by five main factors.
1. Equipment Package
For most franchisees, machinery represents the largest component of the overall investment.
The number of machines, attachments and trailers you choose to start with will directly affect your setup costs.
Many owners begin with a smaller fleet and reinvest as demand grows, while others choose a larger launch strategy from the outset.
2. Finance Structure
Some franchisees purchase equipment outright.
Others use equipment finance to spread the cost over time and preserve capital for growth, marketing and working capital.
The right finance structure will depend on your personal circumstances and business goals.
3. Territory Opportunity
Available territories vary across Australia.
Factors such as population growth, construction activity, regional demand and local competition can all influence how a franchisee chooses to invest in their business from the beginning.
4. Launch Marketing
Building awareness within your local market is an important part of any launch.
Successful franchisees often focus on developing relationships with:
- Landscapers
- Builders
- Plumbers
- Electricians
- Concreters
- Property maintenance businesses
- Acreage owners
Local networking, community involvement and business-to-business relationships often play an important role alongside digital marketing.
5. Working Capital
Like any business, it is important to have sufficient working capital available during the startup phase.
Working capital requirements vary depending on your equipment fleet, growth strategy and personal circumstances.
Diggermate Franchise Cost vs Starting From Scratch
Many people considering a machinery hire business face the same question:
Should I start independently or join a franchise?
| Area | Diggermate Franchise | Starting Independently |
| Territory Rights | Included | Build your own market presence |
| Branding | Established | Create from scratch |
| Website | Included | Develop independently |
| Marketing Systems | Included | Build and test yourself |
| Supplier Relationships | Existing network | Establish independently |
| Training | Included | Self-directed |
| Technology Platforms | Included | Source and implement |
| Support Network | Ongoing | Independent operation |
| Proven Processes | Established systems | Trial and error |
Neither option is right for everyone.
Some people prefer building everything themselves. Others prefer starting with an established framework and support network.
What Ongoing Costs Should You Consider?
When evaluating the cost of a Diggermate franchise, it is important to look beyond the initial franchise fee.
Franchise Royalties
Diggermate’s royalty structure is designed to scale with business performance.
- 12% royalty on revenue
- Reduced to 10% once monthly revenue exceeds $40,000
The royalty is not just an admin fee. It helps fund the ongoing business system that sits behind each local Diggermate operator.
If you tried to build and manage the same stack independently, you would likely be paying separate providers for marketing strategy, Google Ads management, SEO, website updates, booking technology, automation, reporting, brand assets, training and business support. The complete Diggermate offer material values the combined support stack at well over $15,000 per month if assembled separately, before considering the value of the wider franchise network and community.
That ongoing support can include:
- Marketing strategy and campaign management, including the systems used to attract local hire customers.
- Google Ads setup, optimisation and reporting, so franchisees are not left trying to manage paid search alone.
- SEO and local search work, including local pages, content, Google Business Profile support and review systems.
- Website, landing page and booking infrastructure, including local location pages that direct customers to the right operator.
- Email, SMS and customer retention systems that help keep Diggermate in front of past customers and local prospects.
- Technology, dashboards and reporting that help owners see enquiries, bookings, campaign activity and business performance more clearly.
- Brand, design and local area marketing assets, including templates, collateral and national brand activity.
- Training, support, operational guidance and network learning from a system built around equipment hire.
- Ongoing business development, including improvements to systems, suppliers, processes and franchisee support.
Paid advertising budget is separate and can be adjusted by the franchisee. The important difference is that Diggermate provides the marketing engine, systems and management layer behind that spend. Results can vary by territory, budget, competition, seasonality, equipment availability and how quickly enquiries are followed up.
Other Ongoing Costs
Franchisees should also consider:
- Technology platform costs
- Xero subscription
- Business phone service
- Insurance
- Equipment maintenance
- Registrations
- Optional advertising spend
- Annual conference attendance
Can You Finance a Diggermate Franchise?
Many franchisees explore equipment finance rather than paying cash for every asset upfront.
Diggermate may be able to introduce prospective owners to finance partners who understand the equipment hire sector, but finance is still assessed by the lender.
Approval, rates, repayments, security requirements and lending terms vary between providers and individual applicants. Prospective franchisees should review finance, cash flow and repayment commitments with their accountant, broker or adviser before committing.
Real Examples From the Diggermate Network
Understanding the cost of a franchise is only part of the decision.
Many prospective franchisees also want to see how existing owners have approached the opportunity, how they’ve grown their businesses, and what their experiences have been like.
Here are a few examples from around the Diggermate network.
Lisa and Steve: Building a Family Business Beyond FIFO
Lisa and Steve were looking for a way to create a business that offered more flexibility and long-term ownership while reducing their reliance on FIFO-style work.
Their story provides insight into how a Diggermate franchise can fit into broader lifestyle and family goals.
Dean: Building and Selling Franchise Businesses
One of the advantages of business ownership is the ability to create an asset that may have value beyond the income it generates.
Dean’s story provides an example of how franchise ownership can evolve over time, including selling businesses within the network. His Aldinga Beach business sold for $199,000 in February 2025.
North Lakes: From 200+ Reviews to a $400,000 Sale
North Lakes is another example of future asset potential. Wade built strong local proof, including more than 200 five-star Google reviews, and Diggermate North Lakes later sold for $400,000 in October 2025. That is a historical sale price, not a profit figure or guaranteed resale result, but it shows why the business system, customer base, reviews, equipment and local reputation can matter when a buyer assesses an existing operation.
Read the North Lakes resale story
Gympie: Sold for $330,172 in August 2024
The Gympie franchise story is a strong future-asset example. Gympie built operating history, customer demand and regular booking value, then sold to Alex for $330,172 in August 2024. That is a historical sale price, not a profit figure or guaranteed resale result, but it shows why equipment, customers, local demand, systems and reputation can matter when a buyer assesses an existing Diggermate business.
While every franchisee’s experience is different, these stories provide real-world examples of how different owners have approached the Diggermate opportunity.
These case studies are examples only and should not be interpreted as guarantees of future business performance. Results vary depending on territory, local demand, owner involvement, equipment mix, finance structure and operating decisions.
Useful Related Guides
If you are comparing the cost of a Diggermate franchise with other paths into business ownership, these guides may help:
- Diggermate vs starting your own mini excavator hire business
- How Diggermate franchise marketing support works
- How Diggermate training and support works
- Why tight-access machinery hire is growing in Australia
- Best franchise for FIFO workers wanting to come home
Questions to Ask Before Buying Any Franchise
Before investing in any franchise, consider asking:
- What exactly is included in the franchise fee?
- What additional setup costs should I budget for?
- What support is provided after launch?
- What ongoing fees apply?
- What finance options are available?
- What training is included?
- What local demand exists within my territory?
- What systems and technology are provided?
- How do existing franchisees operate their businesses?
- What should I review in the disclosure document?
Frequently Asked Questions
Franchise entry costs currently start from $24,990 for a Wet Hire or Dry Hire franchise option, with a Wet and Dry Hire option listed at $34,990. Machinery, trailers, insurance, registration, working capital and setup costs are separate. The real total depends on your fleet, finance structure, territory and launch plan.
No. The franchise fee covers access to the Diggermate territory model, brand, training, systems, support and network resources. Machinery, trailers, attachments, insurance, registration and working capital are additional costs.
Diggermate franchise fees should be checked against the current franchise documentation before signing. The current structure discussed with the network includes a 12% royalty on revenue, with a lower 10% rate once monthly revenue exceeds $40,000 under the relevant agreement structure.
Many franchisees explore equipment finance rather than paying cash for every asset. Approval, rates and repayments depend on the applicant, lender, asset, deposit and business plan. Prospects should review this with an accountant, broker or adviser before committing.
Yes. Some owners start with one machine and expand as demand becomes clearer. Others launch with a larger fleet. The right starting point depends on local demand, available capital, finance structure, storage, delivery capacity and risk appetite.
Not necessarily. Diggermate provides training and support, but owners still need to learn the equipment, maintain presentation, follow safety and handover processes, answer customers quickly and build local relationships.
Ready to Learn More?
If you’re exploring franchise opportunities and want to understand whether Diggermate could be the right fit for your goals, the next step is to watch the free 5 Reasons Webinar.
You’ll learn more about the business model, territory opportunities, support systems and the experiences of existing franchisees.
