FRANCHISEFOCUS INVESTMENT: FROM £1 70,0 0 0
Something Hot! Anytime Fitness: helping franchisees pick the
perfect gym location through data-driven decisions
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 pinpoint perfect locations for new gym openings with 'Hot Locations’, a brand-new data-driven approach to identifying the places with the most potential to deliver return on investment for its franchisees. Hot Locations considers a wealth of data
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to determine the probability of the target population in that area becoming Anytime Fitness members and helps franchisees take the guesswork out of choosing a location – 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 score and only if it reaches a certain threshold, will Anytime Fitness consider this location to have potential. “Location is integral to operating a
successful gym and Hot Locations is a huge step forward” says Daniel Penn, Head of Network Development at Anytime Fitness UK. “The most important thing to us is return on investment for our franchisees ... this wealth of data at our fingertips will allow us greater confidence in our decision making when advising 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 locations, such is their confidence in the quality of the data and
rguably the most important part of any retail, hospitality or leisure franchise is the finding the right
advice that we’re providing.” Something this data has reinforced is
the ongoing impact of the ‘donut effect’ – the increased spending and relocation numbers to suburban areas outside of larger city centres. Trading Anytime Fitness clubs in these areas have had a 19% increase in turnover in the first three months of 2023, compared to the same period in 2022. In addition, member spend increased by 14% and average visits per month rose by 9%. These suburban areas present a wealth
of opportunities for the leisure industry. Properties are increasingly available in high footfall locations such as retail centres and high streets. and therefore greater scope for franchisees to open gyms in the heart of these ‘Hot Locations’ and set themselves up for success. “Our industry’s recovery in the past two
years has put us in a stronger position than ever with landlords, who see the benefits and long-term stability of gym operators,”
“A wealth of data at our fingertips”
added Dan. “With hybrid working here to stay, suburban locations are a fantastic opportunity and given the population’s increased consideration to their health and wellbeing, there is significant demand for gyms in these locations.” Hot Locations will consistently be
reviewed and added, giving franchisees regular access to up-to-date information about where to invest. Further strengthening its property
offering, Anytime Fitness partners with real estate services providers, Savills and CBRE. Their extensive experience of commercial real estate enables them to pinpoint these Hot Locations with Anytime Fitness, helping to identify suitable properties in these locations, as well as helping to negotiate favourable rental terms with landlords.
ANYTIME FITNESS Gym
anytimefitness.co.uk/own-a-gym ownagym@anytimefitness.co.uk 0330 332 2361
BUSINESSFRANCHISE.COM 77
Investment level: £100K-£250K
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