Anytime Fitness
“The community atmosphere that the bra nd promotes within its clubs is key”
which contribute to creating a training environment that builds stronger relationships among members, trainers and staff. Brandatories are located outside and inside the club so that both regular members and any person walking on the street can recognise an Anytime Fitness club, even when the logo is not visible. UK chief executive offi cer Stuart Broster
says: “We’re thrilled to be driving change in the industry, with our exciting new rollout representing a huge step forward for the brand. The needs of fi tness consumers continue to evolve, and the new layout will allow current and prospective franchisees to provide members with highly equipped, modern training facilities. The brand has put members at the heart of the new design proposition, continuing to create welcoming facilities with inclusive and non- intimidating atmospheres.” The fi rst UK club to open with the new
layout is in Croxley Green, Hertfordshire. The two-fl oor, 7,000 sq ft site is in the heart of the thriving Croxley Business Park and aims to establish itself as a class-leading facility in the area for both the wider community and the near-2,000 offi ce workers within the business park. The new design layout is part of a wider
UK rebrand for Anytime Fitness, which has switched its brand positioning from convenience to coaching. Following an in-depth member survey, focus groups and consultation with its franchisee network, Anytime Fitness found that while the convenience of its 24/7 clubs remains a signifi cant joining factor for over 160,000 UK members, they stay longer for the
overall experience and friendly support they receive; the community atmosphere that the brand promotes within its clubs is key. This has resulted in an updated logo,
encompassing a new ‘Let’s Make Healthy Happen’ positioning statement, in place of the previous ‘Get To A Healthier Place’ tagline. This will be complemented by a modernised and refi ned design that refl ects the new clubs’ look and feel, including new iconography, colourways and fonts. Anytime Fitness has also introduced
new products to engage its members, including Anytime Prime, a bespoke membership tailored to over-55s, and Anytime Coaching, an app-based personal training solution to provide remote support and advice to its members when they’re
away from an Anytime Fitness club. All are designed to provide franchisees with the opportunity for more bespoke offerings to their members and increase the amount of member touchpoints. Keeping and engaging with current members is an important objective for Anytime Fitness and franchisees are encouraged to adopt these new products and offer them to their members. Could you become part of the Anytime
Fitness family? Prospective franchisees can benefi t from a very attractive fi xed franchise fee and a proven model with a UK success rate of 97 per cent. With comprehensive training and customised ongoing support from dedicated franchise consultants, it’s easy to see why 60 per cent of franchisees have gone on to own another club. l
DID YOU KNOW?
A 13-minute run burns 150 calories
14
Guidelines recommend taking 150 minutes of weekly exercise
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