INTERVIEW
people achieve something. This industry is very much about people skills and being able to give customers a nudge.
“Every Anytime Fitness has a standard package but some have different offers for their customers, which allows the franchisee to cater to the local community”
What is the appeal of the fitness sector? We have better loyalty rates [with customers] than our industry competitors – you’re not just another number. It’s definitely more appealing than making a sandwich! There are thousands of franchise options out there, but fitness has a broad appeal, whether you’re 18 or 80!
Does the business model require brand continuity across all the clubs or is there room for franchisees to adapt the business model? With franchisees, we can keep it elastic – our offer grants a certain amount of autonomy. Every Anytime Fitness has a standard package, but some have different offers for their
18 |
www.franchisornews.co.uk
customers, which allows the franchisee to cater to the local community. We’re not as rigid and I think that’s a strength. We walk a fine line [between strict business model and flexibility] and it’s worked so far.
Why do you think Anytime Fitness has been so successful in such a short period? What does it have that competitors don’t? When a franchisee invests, I say to them: “Look at the industry” – it’s grown over the last 30 years, insulated against economic downturn, but there’s room still to grow. There are pressures now – from the media, health organisations, governments – and we need to get people more active. Consumer numbers will grow across the globe. There’s also the simplicity of the model; we’re less complex and you don’t need lots of experience to get started.
How will you ensure the future growth of Anytime Fitness? What is your focus for the future of the brand?
Every day when I wake up, I’m thinking about the club owner in Glasgow, the owner in Nebraska, a franchisee in Spain. We focus on the local owner – how do we help them grow? As for the future, we want to ensure that we can position our system to be successful in five years’ time. What emerging technologies are there? What advances are there in health and fitness and how do we use these to help our customers? n
Chuck Facts
• Chuck founded Anytime Fitness with Dave Mortensen and Jeff Klinger in
the US in 2002 and now operates over 2,400 franchised locations in 19 countries.
• In 2013, Chuck received Chief Executive magazine’s inaugural
“Leadership” award for his commitment to his team, franchise and customers. An award previously won by the likes of Bill Gates and General Electric’s Jack Welch. Specifically noted were Runyon’s efforts to help his employees develop and connect with their members. Central to his leadership philosophy is the concept of ROEI – return on emotional investment – characterised by an emphasis on people, profits and purpose.
• Chuck is recognised as an expert on eliminating the barriers to healthy
lifestyles and, in 2012, launched his first book “Working Out Sucks!” – a get real approach to getting healthy, with the profits going to charity.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52