Global Franchise 9.2 - Issue 56

Personalization Anytime Fitness has long been a leader in the global fitness franchise industry, and recent innovations reveal exactly why. In an era where consumers increasingly demand personalized, holistic wellness solutions, Anytime Fitness has not only kept pace but has set the standard. The introduction of SmartCoaching technology, the AF App, and its partnership with Apple Fitness+ are all part of a broader strategy to meet the evolving needs of its members. These tools make it easier for members to incorporate fitness into their busy lives, offering personalized plans that go beyond mere workouts to include holistic health and wellness goals. “We recognize that our members have unique schedules and diverse needs,” explains the Anytime Fitness global team. “SmartCoaching and our app make personalized wellness accessible to everyone, regardless of their location or daily routine.” This focus on personalization is more than just a trend; it’s a driving force behind Anytime Fitness’s growth and member retention. Franchisees are seeing tangible benefits from these innovations, with increases in membership sign-ups, foot traffic, and loyalty. The welcoming environment fostered by these tools also enhances the overall member experience, making Anytime Fitness clubs a preferred destination for people seeking more than just a gym. Globally, Anytime Fitness’s expansive footprint across seven continents positions it uniquely to capitalize on emerging trends like wellness tourism, where travelers increasingly prioritize fitness on the road. By offering digital tools that provide access to coaching and personalized plans anytime, anywhere, Anytime Fitness ensures that its members remain connected to their fitness goals, no matter where life takes them. As the fitness industry continues to evolve, Anytime Fitness is committed to staying ahead of the curve. The brand’s investment in personalized plans and holistic wellness will remain central to its strategy in the coming years. “We’re focused on enhancing the member experience across the globe,” says the team, “and helping our franchisees and coaches make a positive impact in the communities they serve.” In the broader context of fitness franchising, Anytime Fitness’s approach is setting the benchmark for others in the industry. The brand’s commitment to integrating recovery processes into the fitness experience, for example, reflects a wider trend that is rapidly gaining traction across the industry. It’s this forward- thinking strategy that ensures Anytime Fitness remains a leader in a fast-changing market, offering a model of success that others aspire to follow. The boutique fitness sector is also seeing explosive growth, with brands such as Body20 and HOTWORX leading the way. Ranked by Inc. 5000 as one of the fastest-growing private companies in America, Body20 has plans to open over 85 new locations by 2025. The model’s success is partly due to its ability to operate with a relatively small member base, which supports significant potential for international growth, as well as its scientifically endorsed EMS (Electrical Muscle Stimulation) technology.With a smaller studio footprint compared to traditional gyms, the model reduces overhead costs and optimizes space efficiency. “Most of our customers use Body20 as an anchor for a diversified fitness program, many with a sport or lifestyle-specific goal, whether it’s training for an event or enhancing performance in areas like tennis, skiing, or running,” says Jay Galluzzo, CEO. “Regardless of what drives them, they all value our personalized approach and the efficiency of our 20-minute workouts – there truly is nothing like it in the U.S. today.” Meanwhile, HOTWORX has become a U.S. household name in boutique fitness since its inception in 2017. The brand has grown to over 670 locations, driven by its unique concept that blends heat, infrared energy, and exercise to maximize results in less time. “Boutique fitness studios have increasingly become known for their more intimate and personalized workout experience, as opposed to the crowded and chaotic nature many national conglomerate chains are notorious for,” says CEO Stephen Smith. “Their truncated square footage allows for smaller class sizes, making workouts more approachable, and giving members a less-intimidating environment to make connections and friends during their session. This is a pivotal point to make as younger generations continue to express a strong preference for group workouts.” This focus on personalization and a member-first approach is a hallmark of the evolving fitness landscape. As the competition in the boutique fitness franchise space intensifies, brands “The fitness market is set to expand significantly, with projections indicating a $231 billion valuation by 2027” 45 GLOBAL-FRANCHISE.COM Ana lys i s | FEATURE