THE L A T ES T REP OR T S FR OM B US INES S ES
IN FR ANC HI S ING NEWS&TRENDS Anytime Fitness launches new gym design
u Anytime Fitness, the UK’s second- largest private health club operator, has launched its new, modernised interior design in the UK. Anytime Fitness Croxley Park, a two- floor, 7,000 sq ft club in Hertfordshire, is the first UK club to adopt the new layout, which is part of a wider global strategy from Anytime Fitness to enhance the experience for its members. The new design will see clubs 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 and will enhance the product Anytime Fitness provides, as well as help drive down fit-out costs and contribute to a more profitable business. “We’re thrilled to be driving change in the industry, with our exciting new rollout representing a huge step forward for the brand,” says Stuart Broster, Anytime Fitness UK chief executive officer. “The needs of fitness consumers continue to evolve, and the new layout allows current and prospective franchisees to provide
members with highly equipped, modern training facilities."
While all clubs are encouraged to
create their own bespoke layout to suit the property and its audience, franchisees are provided with several mandatory brand standards, known as ‘brandatories’, to ensure consistency across Anytime Fitness’s global portfolio. Clubs must incorporate this branding – including the use of certain materials, colours, graphics and feature elements – in their fit-out, which contributes to creating a training environment that builds stronger relationships among members, trainers and staff.
"The design changes will enhance the Anytime Fitness product, as well as help drive down fit-out costs and contribute to a more profitable business"
Brandatories are located outside and inside the club so that both regular members and passersby can recognise an Anytime Fitness club, even when the logo is not visible. 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 significant joining factor for its 160,000-plus 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 refined design that reflects the new club look and feel, including new iconography, colourways and fonts.
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