Anytime Fitness


COVER STORY


Roll out the purple carpet


Anytime Fitness is staying ahead of the curve by equipping its UK clubs with an exciting new global layout


F


ollowing a prosperous 2018, that saw Anytime Fitness become the UK’s second-largest private health


club provider and surpass the 150-club milestone, 2019 marks another positive chapter for the business. As part of a wider global strategy, all new clubs will feature an exciting new layout incorporating a fresh, modernised look and feel. The clubs will be split into various training zones with an open-plan layout, providing a welcoming and contemporary environment for its members. In line with the brand’s evolved look


and feel, the design changes are in response to the soaring popularity of functional training, a type of training that increases flexibility, coordination, balance and posture using a range of equipment associated with daily activities.


The new layout allows franchisees to


provide a ‘club-in-club’-style offering, where a broad range of training preferences can be accommodated. The new club design will enhance the product Anytime Fitness provides to today’s fitness consumers, as well as helping to drive down fit-out costs and contribute to a more profitable business. While all clubs are encouraged to


create their own bespoke layout to suit the property and its audience, franchisees are provided with several ‘Brandatories’ – mandatory brand standards – to ensure consistency across Anytime Fitness’s global portfolio. These are compulsory elements that clubs must incorporate in their fit out, including the use of certain materials, colours, graphics and feature elements,


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