Anytime Fitness


“Prospective franchisees can benefit from a very attractive fixed franchise fee and a proven model with a UK success rate of 97 per cent”


and national focus groups, Anytime Fitness has reacted to changing consumer needs within the fitness industry. While convenience of its 24/7 clubs remains a significant joining factor for its 160,000- plus UK members, the research found that members stay for the overall experience and supportive atmosphere. This has resulted in a new positioning


statement and logo, encompassing a ‘Let’s Make Healthy Happen’ strapline, complemented by a sleeker, modernised brand design. The refresh also sees the launch of a range of supporting straplines, which highlight the clubs’ key USPs, such as community focus, welcoming atmosphere, affordability, quality and support. The unveiling of a new suite of materials and products only further cements the brand proposition, empowering its franchisees to reach new business heights. “This rebrand is a significant milestone


for Anytime Fitness as we continue to establish our place in the UK fitness market,” said Caroline Atkins, head of marketing at Anytime Fitness UK. “We wanted to define the UK brand from its US roots and highlight our unique selling points to differentiate ourselves from our competitors. While we share the 24/7 convenience of other gyms, that’s where the similarities end. “During our research, we found that while members join for convenience, they stay due to the welcoming community environment that our franchisees have created and it’s hugely significant for us to embrace this. We have a number of exciting member engagement campaigns to come in 2019 as we aim to expand our


network to 200 clubs by the end of the year.” In true ‘new-year-new-you’ style, Anytime Fitness unveiled its own transformation in its first campaign of 2019. The promotion highlighted key proposition messages, appealing to different audience segments with straplines such as ‘Healthy Happens When... Your Goals Are Our Goals’. The brand refresh continues to gain momentum, with new photography and videography on the agenda to provide an even greater depth of content throughout the year. In line with the brand’s evolution, 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. As part of a wider global strategy, 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 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. Anytime Fitness has also introduced


new products to engage its members, including Anytime Prime, a bespoke membership tailored to the 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 to offer more bespoke solutions 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.


Continued commitment to franchisees In line with the new brand ethos, Anytime Fitness is continuing its commitment to supporting franchisees. The brand has grown its network of more than 30 specialists at the support office, through several additions to the commercial and property departments, and has enhanced the training on offer. When it comes to


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