HOT LOCATIONS


How Anytime Fitness is helping fra nchisees pick the perf ect gym location


sure you select the right location. The past few years have opened up a wealth of new property opportunities for franchisees and alongside its property partners, Anytime Fitness is helping to pinpoint the perfect locations for its new gym openings. To do this, it has launched ‘Hot


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Locations’, a brand-new data-driven approach to identifying locations that have the most potential to deliver return on investment for its franchisees. Hot Locations considers a wealth of data to determine the probability of the target population in that area becoming Anytime Fitness members. The model helps franchisees take any guessing out of choosing a location for a gym, so while there may be an area that looks great on paper, there could be numerous determining factors that mean it would never get off the ground. This data includes the size and population of the area, its demographics compared to existing Anytime Fitness members, social grading and the presence of existing retail businesses to name but a few. Upon reviewing this data, a location and its immediate 5-mile radius are given a percentage score and only if it reaches a certain threshold, will Anytime Fitness consider offering this


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rguably the most important part of owning any retail, hospitality or leisure franchise is making


location to a potential franchisee. “Location is integral to operating a


successful gym and the launch of Hot Locations is a huge step forward for our business,” said Daniel Penn, Head of Network Development at Anytime Fitness UK. “As a franchisor, the most important thing for us is a return on investment for our franchisees and having this wealth of data at our


fi ngertips will allow us to have great confi dence in our decision making when advising our franchisees on potential gym locations. “The combination of this data and


the experience of operating over 180 gyms across the UK and Ireland gives us a great pipeline of gym openings. We’re already seeing new and existing franchisees lock in some of these


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