Effects of repetitive use of anabolic implants on beef carcass quality, tenderness, and consumer ratings for palatability were investigated using crossbred steer calves (n = 550). Steers from five ranches were randomly allocated to one of 10 different lifetime implant strategies or to a nonimplanted control group. Cattle were implanted at some or all of five phases of production (branding, weaning, backgrounding, feedlot entry, or reimplant time). Carcasses from the control group had higher (P < 0.05) marbling scores than carcasses from steers in all other treatment groups. Implanting steers at branding, weaning, or backgrounding vs. not implanting steers at these production stages did not affect (P > 0.05) marbling scores. Steers implanted twice during their lifetime produced carcasses with higher (P < 0.05) marbling scores than did steers receiving a total of four or five implants. Steaks obtained from carcasses in the control group had lower (P < 0.05) shear force values and were rated by consumers as more desirable (P < 0.05) for tenderness like/dislike than steaks obtained from carcasses in all other treatment groups. Implanting steers at branding or weaning production stages did not affect (P > 0.05) steak shear force values, consumer ratings for like/dislike of steak tenderness, or percentage of consumers rating overall eating quality of steaks as satisfactory. Implanting steers at backgrounding vs. not implanting steers at this production stage increased (P < 0.05) steak shear force values, but did not influence (P > 0.05) consumer ratings for like/dislike of steak tenderness or percentage of consumers rating overall eating quality of steaks as satisfactory. Steaks from nonimplanted steers were rated as more desirable (P < 0.05) for overall eating quality than steaks from steers implanted two, three, four, or five times. Use of implants increased (P < 0.05) average daily gain by 11.8 to 20.5% from weaning to harvest compared with nonimplanted controls. Implant strategies increased (P < 0.05) hot carcass weight of steers by 8.9 to 13.8% compared with the control group. Use of implants also increased (P < 0.05) longissimus muscle area and decreased (P < 0.05) estimated percentages of kidney/pelvic/heart fat, but did not affect (P > 0.05) dressing percentage or adjusted fat thickness. Our findings suggest that beef quality, palatability, and production characteristics are influenced by lifetime implant protocols.