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Anytime Fitness aims to provide a
convenient, affordable, welcoming
environment in which to exercise
you’re a franchisor, your individual Anytime club in the US and another role model
franchisees are your primary focus on a in Australia, there would be a lot of Flexibility aside, then, what makes for a
day-to-day basis, and they in turn serve similarities – but at the same time typical Anytime Fitness club? “We have
the members. The franchisor’s concerns we encourage our franchisees to put a very focused offering of equipment-
are of a direct business nature – not their own personality, their energy, based fitness: there’s no pool, sports
whether the showers are clean or the their heart and soul into the business. halls or group exercise studios,” says
equipment’s working properly. It’s about creating a club culture that Kersh. “Because of that, we can
“Every franchisee also has his or her people want to be a part of. generally get away with a reduced
own concerns regarding the operation “In many ways, health clubs aren’t staffing requirement. Certainly we have
of their business and their relationship such different things from one brand to personal trainers – that’s a big part of
with the franchisor. It becomes a another, so it’s all about execution. If our business – but the fitness offering
much more complex relationship than our franchisees can fi nd a better way itself is very specific.
between club operator and end user.” to do things – some way of making it “Our aim is to provide a convenient,
Judging by the company’s reported more interesting or more exciting for affordable, welcoming environment in
results – see information box, p34 – their customers – then we encourage which to exercise. We’re constantly
Anytime Fitness seems to have struck that personal touch. adding more clubs, fi lling in the
the balance just right in that franchisor- “However, the truth is that our top [geographical] gaps, to make fi tness as
franchisee relationship. Company policy performers are those who do things in accessible as possible. And our clubs
is to support and advise, but also to the specifi c ways that we recommend. are open 24/7. We still have the same
allow owners the freedom to inject their Maybe that’s following a sales system peak usage patterns as every other
individual personalities into their clubs. or using certain marketing materials. operator, but people appreciate the
“It’s a very delicate issue when it Generally, the more closely people fl exibility to come and go when they
comes to franchising in any industry, adhere to the things that have been please. It doesn’t completely change
and certainly in fi tness,” says proven to work, the more successful the dynamic of club capacity, but it
Kersh. “McDonald’s, for example, they will be. Inversely, we fi nd less certainly makes it more convenient.
tells franchisees exactly how long a successful franchisees are usually not “We also recommend visible locations
hamburger must be cooked on each side following our recommendations.” that are easy to get to using any mode
to ensure the product is consistent in
every McDonald’s around the world.
“But with fi tness, what’s the product?
“THE TRUTH IS, OUR TOP PERFORMERS
It’s not a hamburger. It’s personal
interaction, it’s an experience, and
ARE THOSE WHO DO THINGS IN THE
the delivery of ‘experience’ is diffi cult
to specify – a lot of it’s based on
SPECIFIC WAYS THAT WE RECOMMEND”
personality. So yes, if you went to an
march 2010 © cybertrek 2010 Read Health Club Management online 33
healthclubmanagement.co.uk/digital
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