Anytime Fitness heads for the South Pole

Anytime Fitness has made plans for ambitious global expansion – including the dream of making its mark on Antarctica.

Anytime Fitness has been speaking about its ambitious plans for growth and how it dreams of becoming the first franchised brand to operate on every continent – including Antarctica.

Stuart Broster, Anytime Fitness’ UK CEO, unveiled plans to grow the fitness franchise into the UK’s largest and discussed how the company is also planning to continue its international expansion. In an interview with Health Club Management, he talked about how the franchise has plans to grow or establish its presence in new countries over the next few years.

Broster disclosed that Anytime Fitness has secured a master franchisee in Morocco, who will open several branches of the gym across the country within the next five years. He also talked about the franchise’s Asian market, revealing that plans are being made to add to the 11 successful franchises already established in China, so that the brand’s presence can grow there even more.

"We’re the first and only US-based gym operator to get a franchising licence in China and it’s proving successful, so we’re keen to build on it," Broster added.

He addressed the controversy surrounding comments about opening branches on every continent, dismissing the idea that it was simply a marketing gimmick.

"Chuck Runyon – Co-Founder of Anytime Fitness – is determined that we should have a gym on every continent, so he’s already been exploring options for Antarctica. He’s in no doubt that it’s going to happen. In a franchise world that includes household names such as McDonald’s and Subway, it would be a notable accolade to be the only franchise with sites open on every continent."

As well as plans to expand the business, the fitness franchise will also be introducing improved memberships for new and existing customers, including Anytime Prime that’s targeted at more mature customers and exercise programmes for children. Broster also added that the company will be looking at improving floor space in all branches to ensure members have plenty of space to work out in exactly the way they like.