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the backbone of this, we found the needs of our members stretch far beyond that and given the rise in on-demand fitness and circuit/ HIIT training, we realised our club layouts needed to change. We concluded that members need a
straightforward customer journey, allowing them to seamlessly transition between different exercise formats in an open and modern training environment which fed directly into the new design. We worked closely with leading global design
company Livit throughout the whole design process. It was a very collaborative approach and they understood that the complete 360-degree experience is what captures the imagination of our members and guests. Their brief was to create a new design concept that firstly catered for the change in fitness training habits but more importantly, a more open and welcoming environment that removes any trepidation about entering a gym.
Q. What is the design ethos? The ethos of the new design was borne out of revisiting the four key Anytime Fitness brand values: human, honest, approachable and empowering. We created a customer journey divided into
phases throughout the gym, considering several profiles of people who could potentially work out in our clubs. This has resulted in clubs taking a more
‘modular’ layout where key fundamental training areas (eg. cardio, strength, free weights, functional training area) are all encompassed and given a more balanced and equal presence in clubs. For example, the free weights area
should not exceed 30 per cent of total club space. Further key elements of the new design clubs
are encompassed within the ‘brandatories’, compulsory design elements which must be incorporated in all new-look clubs.
Q. What differences will members notice? The main, noticeable difference will be the new look and feel of the clubs. ‘Generation one’ clubs prominently feature the brickwork and chalkboard style which formed a key part of the previous branding. Visitors to the ‘generation two’ clubs will instantly notice a lighter, more open look to the clubs and the use of more subtle colour tones. As well as the trademark purple, a more modern and contemporary light blue has also been added to the colour pallet. We believe first impressions are everything
when it comes to a gym and instead of being greeted by a lobby with a closed office space for staff, this has now been made a completely open space. As this is the first area that a potential member will see, we felt it was significant that this should be as open and welcoming as possible.
Q. Will all clubs be retrofitted with the new design? This is the plan, and this will likely be a gradual process over the next five years. As part of their franchisee agreement, clubs are required to have a refresh every five years and updating their club in line with the new design manual will now form a part of this. Some clubs are under a year into this cycle which is why this will be a gradual process.
Q. How does the new design respond to the popularity of functional training? Our clubs did offer functional training space and kit before, but there was no compulsory area that club owners had to dedicate to this. Within the new design, a functional area must be included and is recommended to be around 25 per cent of the overall club space (including the studio). Rather than using multi-purpose rigs, which can often be quite space consuming and have to be placed in the middle of the training area, new design clubs will use wall- flush racks which house functional training kit including slam balls and TRXs etc. These areas will also be instantly recognisable due to the purple flooring, a key design ‘brandatory’. If the building layout allows, clubs are also
encouraged to use folding concertina walls between their group exercise studio and functional training area to increase the amount of space available.
Q. How will the new design drive down fit-out costs? All the materials and new elements included in the new Anytime Fitness design manual are of premium quality. These reduced costs have been achieved by a number of pre-negotiated and global agreements which have been established to help franchisees reduce the cost of the overall package. Furthermore, because the clubs have a more
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open and expansive feel, there’s less construction required and as a result, less construction costs.
Q. Your brand positioning has switched from convenience to coaching. Why? This is a significant shift for us. Anytime Fitness has been widely renowned as a convenience operator and while this is an important factor in joining our clubs, it doesn’t necessarily keep members there as budget gyms also offer this accessibility. We undertook an in-depth member survey
and held focus groups with our franchisee network. The research backed this up, finding that members stay for the overall experience and friendly, community atmosphere that the brand promotes within its clubs rather than the convenience factor which enticed them to join. This isn’t just a statement either, in
addition to the new-look clubs, we’ve updated our brand tagline from ‘Get to a Healthier Place’ to ‘Let’s Make Healthy Happen’ and introduced new products designed to specifically support and coach our members. The first of this is Anytime Prime, a
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