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Cover Story


"The pandemic has proved the resilience of Anytime Fitness’ model and has brought the franchisor, its franchisees, and their members, closer together than ever"


Digital innovation With the fitness industry relying so heavily on face- to-face interaction with its members, Anytime Fitness identified a need to innovate and support its clubs with member retention. Collaboratively, the Support Office team worked at great speed to create and launch an online member portal for its members, called AF Connect Online. The platform provides members with on-demand workouts, exclusive wellbeing content and partner discounts, providing a lifeline when they were unable to physically visit a club during the various lockdowns. As well as being vital to engaging its current member


base, AF Connect Online will be a key part of Anytime Fitness’ future strategy alongside a range of value-added extras for members which has seen the customer lifetime value increase from 13 months to 19 months. “With more hybrid working being embraced and


people’s lifestyles and fitness habits having changed, it adds another USP to our membership offering,” added Neil. “While the pandemic undoubtedly accelerated the popularity of digital fitness, it also showed that there’s no


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substitute for a physical health club environment. The development of AF Connect Online puts us in a great position to be able to cater for a wide range of needs and lifestyles and allows us to Coach, Care & Connect with our members even when they’re not within the four walls of one of our clubs.”


New-look leadership team With a chance to look ahead and take stock of its rapid growth in the UK, Anytime Fitness has significantly strengthened its Support Office team during the past six months. Starting at the top, it has appointed two new Directors, with experienced franchise professional Sue Moore joining as Director of Franchising and Sarah Evans as Director of Finance. New positions have been created throughout the business, with a Head of Franchise Development and Head of Club Openings among the new appointments. These new faces provide further expertise to existing


franchisees and having quickly embedded within the business, they are already making a notable impact.


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