Anytime Fitness is headed to Dubai, opening its first club in the Middle East hotspot later this year. It will be the first of many Anytime Fitness clubs opening in the United Arab Emirates (UAE) over the next eight years following a master franchise agreement signed in the region.

It’s more good news for the gym franchise, which earned bragging rights after securing a deal with Apple, making Anytime the tech giant’s first gym partner.

Behind the gym’s upcoming growth in the region is an investment group led by Dr. Mark Mobius, a new master franchisee announced by Self Esteem Brands, Anytime’s parent company, which recently announced plans to merge with Orangetheory Fitness.

“Being a long-time member of Anytime Fitness and having used the clubs around the world makes this investment a natural for me,” Mobius said. 

He will be joined by fellow investor John Ninia to grow Anytime Fitness, along with Ben Matute and Richmond Sy, two Anytime Fitness Philippines franchise operators. Matute and Sy will relocate to Dubai to launch Anytime Fitness UAE and open clubs across the country over the next eight years.

Anytime’s Global Push

Sander van den Born, Self Esteem Brands’ executive vice president of international, remarked that the UAE is at the “top of the list” when the health and wellness-focused company looks at regions that can capture strong growth.

The Self Esteem Brands executive also noted the “wider recognition of health and wellness initiatives” across the Middle East region, making the fitness operator’s entry into the market ideal.

With the addition of the UAE, Anytime Fitness will operate in more than 40 countries and territories. The gym franchise recently announced plans to enter France, among other international moves.

In the U.S., Anytime Fitness will scale its footprint with the help of Omega Fitness, which was acquired by Seattle-based private equity firm Rainier Partners last year.

Dubai Emerges as ‘Fitness Capital‘

If it seems there’s been an advanced push for fitness and wellness in the UAE recently, there has. Dubai, in particular, has been called the “fitness capital” of the region by fitness industry veteran Jack Thomas, co-founder of The Fit Guide, an international rating system that anonymously evaluates fitness and health clubs.

Dubai’s cosmopolitan vibe has anchored the UAE city’s fitness services market with a $700 million value, and it is on track to cross the billion-dollar mark, according to Ken Research’s findings last month.

Ahead of the curve, Barry’s opened a studio in the business district of Dubai in 2017, while F45 Training and Mayweather Boxing, among other fitness concepts, have also settled into the city. 

For its part, the UAE issued a ‘National Strategy for Well-Being 2031’ as it plans to make the region a “world leader in quality of life” by promoting healthy and active lifestyles and positive mental health. 

Dubai’s wellness retreats are second to none; the city is gearing up for a tourism boom this year, with rejuvenation seekers flocking to the lavish region and its high-end “healing hotels” offering an abundance of therapies and services, such as IV drips, salt caves, saunas and more.

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Value gyms may be a hit in the U.S. and Canada, but demand is also increasing across the pond. 

The Gym Group, a high-value, low-price (HVLP) gym operator in the U.K., just reported solid revenue growth of 18% in 2023, adding 850,000 members and opening six new gyms. The fitness brand, which was founded in 2007, says it plans to open 10-12 locations this year.

The fitness operator was recently declared one of the winners of the U.K.’s post-pandemic fitness industry boom for its accelerated growth from 32 locations in 2012 to its current 233 gyms.

“We have maintained positive momentum in revenue through the second half to deliver results that have offset cost inflation, in line with our guidance,” said CEO Will Orr. “With a strong start to 2024 and clear signs that demand for health and fitness has never been stronger, these are solid foundations on which to build our Next Chapter growth plan.”

Over the next three years, Orr says The Gym Group will accelerate “site rollout” and strengthen the performance of its core business. 

“There continues to be substantial headroom for low-cost gyms in the U.K., and we are fully focused on our aim of making high-value, low-cost fitness even more accessible for all,” he continued.

The Gym Group group offers gymgoers 24/7 access with contract-free memberships starting at £13.99/month. The gym offers fitness equipment and a variety of free fitness classes, including small group training, strength and conditioning, mind and body and cardio. Personal trainers are also available to create custom plans.

Like other low-price gyms such as Planet Fitness and Crunch, The Gym Group strives to cater to younger fitness consumers, welcoming members who are at least 16 years old and providing special discounts to college students.

Its approach appears to be working, with The Gym Group reporting that 92% of its members rated the brand four out of five and that more than 60 million member visits were made in 2023, with average visits increasing by 10% over the previous year.

Gyms Capitalize on UK Fitness Demand

The fitness club attributes the emergence of the HVLP gym market to “harsh economic times,” an increasingly competitive market and consumer demand for value. According to a factsheet on The Gym Group’s website, member surveys reveal that the club operator is attracting new fitness enthusiasts such as shift workers, students, retirees and those classified as low-income.

As The Gym Group plots its continued expansion, global gym franchise Anytime Fitness has also made headway in the U.K. with new gym openings, capitalizing on six vacant retail units — one of which was a former post office — in Loughton, Upminster, Brentwood, Leigh-on-Sea, Gerrards Cross and Wimbledon.

Although generally at a slightly higher membership price point than The Gym Group, Anytime Fitness sees the demand for fitness clubs in the U.K. and, at the same time, has been able to revive vacant spaces. 

“These new gyms have shown the ability of our sector to take on these high-footfall locations and give them a new lease of life as a facility that the local community can be proud of,” said Kieran Smith, senior property and relationships manager at Anytime Fitness U.K. “Despite the ongoing cost-of-living crisis, the demand for gym memberships hasn’t waned and this is being increasingly recognized by commercial landlords.”

PureGym, another U.K.-based gym brand, is taking a different approach and plans to bolster its presence in the U.S. and Canada under the Pure Fitness name, competing with the likes of stateside low-price, high-value fitness brands. Much like The Gym Group, the brand offers flexible 24/7 operating hours and a zero-contract membership model. 

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Orangetheory Fitness is merging with Self Esteem Brands, the parent company of Anytime Fitness, in an all-stock transaction, the sides announced Thursday. 

The “merger-of-equals” deal represents one of the biggest fitness industry consolidations in recent memory as Orangetheory, a highly popular boutique fitness brand, joins forces with Anytime Fitness, a big-box gym powerhouse with a presence across the globe.

The new, combined company will represent $3.5 billion in systemwide sales and around 7,000 franchise locations across 50 countries and territories spanning seven continents, the sides said. 

“From our simple beginnings in 2002 with the first Anytime Fitness club, we’ve enjoyed rapid growth worldwide thanks to both the power of small-business franchising and our mix of brands that meet ever-increasing demand for more holistic and personalized health and wellness services,” said Chuck Runyon, co-founder of Anytime Fitness and CEO of Self Esteem Brands.

“With this merger, we will enrich even more people around the world through franchising, community and the services they need – now and in the future – on their personal health and wellness journeys,” Runyon added.

Self Esteem Brands recently reported strong revenue growth and franchise sales for its 2023 fiscal year, led by Anytime Fitness, which counts over 5,000 global gym locations. SEB’s portfolio also includes boutique brands like Waxing the City, The Bar Method, Basecamp Fitness and Summit Fitness. 

For its part, Orangetheory has continued to expand nationwide and overseas, amassing over 1,500 franchised studios with a presence in all 50 states and 24 countries. The fitness franchise, which offers heart-rated-based group workouts spanning cardio and strength training, has become a cult favorite among boutique fitness enthusiasts. 

Both Orangetheory and Self Esteem Brands touted the deal’s ability to lead to “significant international scale” for their brands. Orangetheory recently announced significant expansion plans in London, while Self Esteem Brands is bringing Anytime Fitness locations to France and Austria.

“As we start a new chapter, Orangetheory will continue to build on our legacy of innovation and transformation,” said Dave Long, co-founder and CEO of Orangetheory. “Today, with this groundbreaking agreement, we are one step closer to setting a new benchmark for what it means to be a global leader in fitness, health and wellness.

No timeline was given for when the merger is expected to close.

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Anytime Fitness owner Self Esteem Brands (SEB), a portfolio of fitness and personal care franchises, has closed out a solid 2023 with system-wide revenues up 12.3% compared to 2022. Combined franchise sales also grew by more than 500 units, which included 284 new non-U.S. locations.

The Minnesota-based company’s portfolio includes Basecamp Fitness, Sumhiit Fitness, The Bar Method and Waxing the City. 

“Franchising is a proven model that empowers franchisees to be in business for themselves – but not by themselves – and receive the ongoing support from the franchisor,” said Dave Mortensen, president at Self Esteem Brands. “We are encouraged by the 2023 growth across our portfolio of brands and system and see strong gains to be made both in the U.S. and in new countries and regions worldwide.”

Apple’s Favorite Fitness Brand

Anytime Fitness, the rockstar brand of the SEB portfolio, inked a deal last fall with Apple Fitness+ so its U.S. and Canada-based members can access an Apple Fitness+ subscription as part of their membership.

Not only does the partnership with the tech giant support Anytime Fitness members, it also gives the fitness brand bragging rights for landing the first-ever collaboration Apple has had with a gym or health club. The fitness franchise has grown to over 5,000 locations and in 2023, saw a 6.7% year-over-year increase in coaching and personal training services. 

International Expansion & More

Basecamp Fitness, a high-intensity interval training (HIIT) studio concept, is in “growth mode,” and plans to expand globally this year with its signature brand in the U.S. and the Sumhiit Fitness brand overseas. Self Esteem Brands recently introduced the intense 35-minute interval training concept Sumhiit Fitness to Sydney, Australia, and will soon open two locations in Singapore.

Continuing on the international front, Anytime Fitness made headway in France and Austria, signing master franchise agreements in those countries.

The Bar Method, SEB’s barre brand, grew to 1.6 million class attendees last year, 14% higher than in 2022, and will announce its international franchise expansion in Q1 of this year. 

As the company makes further advances in 2024, Stacy Anderson, Anytime Fitness global brand president, indicated that more is in the pipeline as SEB continues to stay ahead of the fitness and wellness trends. 

“We’re working on training programming that’s expanded to different populations. We’re working on recovery programming. We’re even getting into the mental health side of things, knowing that so much of your health has to do with your headspace and where you’re at there,” Anderson said. “I think as we go forward, you’re going to see a lot more partnerships.”

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January typically brings a surge in fitness and health resolutions, with gyms bustling with new members and those recommitting. However, foot traffic to ten major fitness operators fell flat last month, with analysts attributing the decline to unfavorable weather conditions nationwide and increasing competition.

Placer.ai, a software company leveraging location intelligence such as anonymous cell data, examined traffic to leading fitness operators Planet Fitness, Xponential Fitness, Equinox, Crunch Fitness, F45 Training, Anytime Fitness, 24 Hour Fitness, Gold’s Gym, Fitness International and Ultimate Fitness Group.

Citing findings from the analysis, Bloomberg suggests that the sluggish start could indicate a challenging year ahead for fitness operators, with traffic having flattened from January 2023. In contrast, visits had risen more than 40% in each of the last two years at Equinox, Planet Fitness and Xponential Fitness, according to the publication. 

Planet Fitness, the largest listed fitness chain, typically adds roughly 400,000 members in January, and according to Bloomberg, is on track for its “second-worst quarterly sales growth since 2021.” The fitness operator has an earnings call scheduled for next week and has been transparent about exploring a price increase for its basic-entry White Card, which has remained at $10 per month for the last 30 years.

“$10 is not what it used to be 30 years ago, so we’re now experimenting with different price levels with the entry-level classic (White) card,” confirmed interim Planet Fitness CEO Craig Benson last month at the 2024 ICR Conference.

The fitness operator has been testing three White Card price points ($12.99/$15/$14.99/month) in 100 clubs, each with a matching control group. 

Intentions of a price increase may have led Planet Fitness to take a hit with its signup numbers, suggests Bloomberg, reporting that the fitness chain began advertising its standard $10/month promotion in mid-January. The publication cited a note from Stifel analyst Chris O’Cull: “We believe this was an indication the advertising campaign was not producing the desired results.”

Editor’s note: Planet Fitness told Athletech News it began its planned $10-per-month promotion in late December 2023, not January 2024 as originally reported by Bloomberg

Still, the big box fitness giant recently launched a media network for advertisers and is nearing 20 million members as it’s on a mission to continue attracting Gen Z and Millennials with its inclusive approach and budget-friendly prices. 

Xponential, a leading boutique fitness franchisor now pushing into the weight-loss medication market, touted increased membership numbers, studio visits and sales growth in 2023 during its participation at the ICR 2024 Conference and the Jefferies Winter Consumer Summit last month.

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Crunch Fitness has appointed Chequan Lewis as president of its high-value, low-price (HVLP) fitness empire, while its CEO of franchising, Ben Midgley, will transition to Crunch’s board of directors.

The C-suite moves come as Crunch enjoys a high growth phase, closing in on three million members while being on pace to have over 500 club locations this year. The “No Judgements” gym brand recently secured the top fitness franchise spot on Entrepreneur’s 2024 Franchise 500 list and 29th spot overall.

Lewis, a Howard University and Harvard Law School graduate, joins Crunch Fitness after serving as the chief operating officer and first chief equity officer of Pizza Hut. In his new role, he will direct operations for owned and franchised businesses, and develop growth strategies while working with Crunch executives and franchise owners. The new Crunch president is also a former business litigator and Presidential Leadership Scholar.

“I’m fired up to join the Crunch team on our journey to deliver legendary experiences for our Members, Gym Teams, and Franchisees,” Lewis said. “As a lifelong fitness enthusiast with a passion for franchising, coming to Crunch feels like a homecoming. I’m excited to grow the Crunch legend alongside a talented team and a committed franchise network.”

Fast Franchise Growth

Jim Rowley, CEO of Crunch Worldwide, remarked that Chequan’s strategic mindset and proven track record will bring Crunch to new heights — on top of recently sharing with Athletech News that 2024 will be the biggest year yet for the fitness franchise, with plans to increase its growth rate by 20 to 25%.

”Chequan brings a wealth of experience and has delivered tremendous results in his previous roles,” Rowley said. “We look forward to working together to build on the strong foundation at Crunch and drive our company’s success into the future.”

Midgley will settle into his new role on Crunch’s board of directors in mid-March while remaining  “integral in franchisee relations,” according to the fitness franchise. Under Midgley’s leadership since 2009, Rowley noted that Crunch has grown to become a leading fitness franchise and one of the fastest-growing brands in the space.

“With Ben joining the board, our franchise partners will continue to have a dedicated advocate and liaison to represent their needs across Crunch’s business strategies,” Rowley said. “This is the right move at the right time as we gear up for even greater growth in 2024 and beyond.”

Big Demand for Big Box Gyms

There is no doubt that boutique fitness has had a significant impact on fitness consumers in the post-pandemic era, allowing them to tap into specific training modalities of their choosing and participate in group fitness sessions, but big box gyms have been flexing their muscles, showing the timeless strength of the standard gym experience. 

Planet Fitness, which just launched its own media network, is nearing 20 million members and has introduced a new growth model for franchisees, believing it can hit 4,000 stores in time. Anytime Fitness is also experiencing demand and recently scored a win by partnering with Apple to boost member engagement. 

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In the fitness space, there’s always a new trend. Whether it’s novel workouts, new medications or updated technology, each threatens to make existing brands stale, or worse, obsolete.

This is not news to Self Esteem Brands. As its studio and gym franchises continue to grow, the leadership team remains focused on evolving the brands to meet the ever-changing needs of its fitness-conscious consumers. And that’s good news for the many franchisees with Anytime Fitness, Basecamp Fitness, The Bar Method and Waxing the City locations—as well as other entrepreneurs who may have designs on joining the fold.

With more than 5,000 Anytime Fitness locations alone, the company is unique in the fitness franchise space. The sheer number of users across brands translates into a constant flow of customer feedback and insights, which the team uses to evolve their concepts and bring new ideas online. 

Here, Stacy Anderson, global brand president, Anytime Fitness, and Nick Herrild, president – studio division/Waxing the City, share how Self Esteem Brands leverages its size and scale to keep its franchise brands relevant and its franchisees profitable.

Athletech News: The conversation around fitness changes a lot. How does Self Esteem Brands evolve its studio concepts to keep them relevant for your franchisees?

Nick Herrild: It’s absolutely something that we try to keep track of. And we do look at trends in the fitness industry and beyond to understand what’s happening and how can we stay ahead of it, but we adapt along the way. We often talk about how a concept will have a core essence that will be true for a long time, but the brand will evolve over the next three to five years so the brands will look different. 

I’ll use The Bar Method as an example. There’s a lot of focus on strength right now. And I think that at the baseline, The Bar Method does have a strength focus, but we’ve been able to make fitness modalities that really focus on the strength essence of getting into the trends that consumers are looking for. We try to evolve over time to match up with what consumers need without losing the essence of the brand.

ATN: How do you determine what consumers at each of your concepts will want next?

NH: The fact that Anytime Fitness is so big and has been able to guide us in building capabilities has given us more access to resources we wouldn’t have in our small brands. It gives us really two things: not only resourcing but also data and thought around the consumer in order to match up the right concept with what we’re trying to do in the marketplace. 

When we think about SEB [Self Esteem Brands] as a shared service matrix, that means that if you’re working in marketing for any one of our brands, you’re still laddering up to the capability that we’re building at the SEB level of stronger marketing function. That helps us evolve. So, we know what they’re looking for. We understand what the trends are in the marketplace. We think of ways to apply those trends to the work that we’re doing within the brand as well as what we believe is core to each brand.

ATN: For a concept like Basecamp Fitness, which is in growth mode, what’s the difference between a concept that has 10 locations versus one with 100 locations from the franchisees’ perspective?

NH: We’ve got 10-20 locations, when you think about the idea of the work that you need to go into the brand at this point at 22 locations for Basecamp, you’re very involved. You’re in the studio. We’re working through details with the franchisees that are out there. They understand that when a brand is young like that, we’re going to be really good at some things, and we have to figure out some other things.

When you get out to 40 to 60 locations, you’re getting to a place where you’re really thinking ‘Okay, we need to make decisions that help us scale.’ So, we can’t do any one-off things. And then as you move towards 100 locations, everything needs to scale, and you’ve got a lot more of the system and process put into place in a way that’s replicable and then that gives you the chance to unlock. It is very hard in those early stages. But you gradually get to a place where you’re thinking more and more about scale and success metrics.

ATN: Consumers now have a lot of fitness options, including working out at home. How does Self Esteem differentiate its brands from competitors?

Stacy Anderson: The reality is, the community you create in your club environment is probably the stickiest thing you can do in terms of customer loyalty. And the good news is [mobile phones are] probably your most important piece of workout equipment. It’s also the hub of your connection to your clubs, and your connection to your members.

We talk about care coaching and connecting at this company quite a bit, and that is really the secret sauce for creating community that drives business results and loyalty or I always say irrational loyalty. You might always have a cheaper concept come into the market, but the relationships you have are that thing that really binds both your staff and your membership together in a way that creates insulation around your business.

ATN: Where do you see the fitness industry heading over the next five years?

NH: It’s only going to become more important to people to have a full, holistic outlook on their health and wellbeing. That’s probably an advantage or tailwind for us. We’re thinking about different ways to give them more out of their memberships or their experiences in the studio or the club to be able, to find coaching if they need that, to be able to have in Waxing the City more holistic beauty services to think about their healthy skin versus just hair removal.

We’re using technology a lot because regardless of what product we’re offering and how we think about how our brands or our workouts or our services come be life, the technology piece of it is going to become more and more important to our consumers. And so, we’re using technology to reduce friction points for them. Your phone is a great avenue to get people to connect with brands in an efficient way.

ATN: How do fitness and wellness fit together, and how is Self Esteem pursuing opportunities at this convergence?

SA: Everybody’s talking about Wegovy and Ozempic, and clearly all those medications have an impact on people’s jumpstart to their wellness journey. I think personally that that’s a great thing. Whatever you need to get started to be able to move yourself forward is really incredible. The reality is the side effect of some of those drugs is that you’re losing some of your strength and you’re losing some of your muscle, and I think gyms and wellness services are going to play a really big part. That’s just another tailwind that’s going to be behind us as a larger population is going to feel like, “Oh gosh I can do this.”

Beyond just different modalities of inside and outside the club, digital versus physical, we’re thinking about nutrition. We have Stronger U, a nutrition service that is a direct-to-consumer business of ours. We’re working on training programming that’s expanded to different populations. We’re working on recovery programming. We’re even getting into the mental health side of things, knowing that so much of your health has to do with your headspace and where you’re at there. I think as we go forward, you’re going to see a lot more partnerships. We just started one with Apple Fitness+ that allows all of our [Anytime Fitness] members to have access to Apple Fitness+ as part of their membership.

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As fitness and wellness continue to rack up consumer interest and spending, several franchises have made Entrepreneur’s 2024 Franchise 500 Ranking list, with Crunch Fitness taking the top spot among fitness brands and several Xponential Fitness brands also securing a place. 

Aside from flexing the power of the health and fitness franchise industry, Entrepreneur’s list reveals the strength of the franchise system and the lure of franchising as a lucrative business model for both budding and established entrepreneurs. 

The publication then evaluated the franchisors based on associated costs and fees, support, size and growth and brand strength.

Three Fitness Franchises Crack Top 100 

Three fitness centers/studios broke into the top hundred on the list, with Crunch Fitness (#29) taking the top spot in the category. 

The popular fitness franchise has been working on an aggressive expansion plan, while one top Michigan-based Crunch Fitness franchisee recently announced plans to open as many as 75 Crunch Fitness gyms with the support of a private equity firm.  

Following Crunch was Anytime Fitness (#77), which inked a deal with Apple Fitness+ to offer the service to its members. There are also growth plans in the works, as Omega Fitness, the second largest Anytime Fitness franchisee in the U.S., was acquired by a private equity firm late last year.

Heart-rate-based boutique fitness franchise Orangetheory Fitness secured the #96 spot. The fitness franchise has developed a loyal following and is now eyeing the U.K. as the “cornerstone” of its international growth strategy. Orangetheory recently forged a deal to acquire and expand its London studios. 

Xponential Brands Make Their Mark

Club Pilates ranked at #202, securing the top Pilates fitness franchise title. Regarded as the most well-known and successful of Xponential’s eleven brands, the franchise has been targeting expansion in Europe. Xponential also saw Pure Barre rank on the list at #224, as the brand sees strong demand in Japan as well as North America.

Notably, only one assisted stretching franchise made the top 500 list: StretchLab, which ranked at #356. Another Xponential-backed fitness franchise, StretchLab, opened an assisted stretching location every three days last year. 

Xponential’s CycleBar also took the single indoor cycling franchise spot at #411. Similarly, only one yoga franchise cracked the top ten — Xponential’s YogaSix at #472. The boutique yoga franchise has grown across the U.S. and even at sea, with a presence on Princess Cruises. 

From Boutique to Big Box

Entrepreneur’s 2024 Franchise 500 Ranking list also highlighted the top contenders in specific fitness and wellness spaces. As demand for personal training continues to grow, The Exercise Coach, a personal training franchise, took the top spot in the category at #159. 

A fitness pioneer, Gold’s Gym took the #176 spot. The long-standing fitness powerhouse brand bolstered its leadership last year with the appointment of two co-CEOs.

Burn Boot Camp (#319) also made the list as the only camp-style fitness concept. A fast-growing 45-minute fitness franchise, Burn Boot Camp offers personal training in a small group setting, ensuring clients get focused attention with its results-driven sessions. 

Mayweather Boxing + Fitness took the top boxing and functional training spot at #357, while RockBox Fitness, a growing boxing, kickboxing and functional strength training franchise, grabbed #499 on the list.

D1 Training, an athletic training franchise with 100-plus facilities, also made the list at #446. Focusing on family workouts, group training and the untapped market of scholastic training, the D1 Training franchise plans to open 50 locations while another 100 are in development.

Wellness Brands Start To Emerge

In an era where busy consumers are looking for non-invasive treatments that promote longevity, energy and a feeling of overall wellness, wellness therapy and supplement franchises are set to flourish. 

Infrared sauna and red light therapy franchisors had strong representation with Perspire Sauna Studio taking the #336 spot. The franchise has been enjoying the “wellness boom,” especially as it zeros in on the Texas market.

Anti-aging and other wellness modalities such as IV therapy, cryotherapy and peptides were honored with Prime IV Hydration & Wellness following at #389. The wellness franchise operates in over 30 states and has been significantly expanding in Arizona.

A complete list of the health and wellness franchises that made Entrepreneur’s 2024 Franchise 500 can be found here. 

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Self Esteem Brands’ portfolio spans a wide range of fitness and wellness concepts, which include Anytime Fitness, Basecamp Fitness, The Bar Method and Waxing the City. The company attributes its continued success to the hard work of its many franchisees. 

Whether they’re part of a mega brand like the 5,000-plus Anytime Fitness locations or an emerging concept like the 22-studio Basecamp model, Self Esteem Brands is equally committed to providing these entrepreneurs with the tools and support they need to win. 

“We own some of the parts of helping them to go from never owning a business perhaps all the way to being a successful business owner in a successful franchise, regardless of which brand it is,” Nick Herrild, president – studio division, Waxing the City, told Athletech News.

Ultimately though, it’s up to the franchisees to use those resources to build their businesses. 

Here, Herrild and Stacy Anderson, global brand president, Anytime Fitness, share their tips for finding success as a fitness franchisee. 

Know Your ‘Why’

Business ownership can be challenging no matter what industry you enter and fitness is no different. What gets you through the tough times, Anderson said, is a genuine love for the space. 

“Ultimately, it comes back to a values alignment. We talk about people, purpose, profits and play here,” Anderson said. “We care about franchisees that have purpose, that care about what they’re doing. You could go into a QSR and probably make more money than you would with a fitness franchise. We care about people that want to improve the health of the community.”

In her experience, franchisees who align with this mindset are better positioned to achieve their business goals. 

Select the Right Brand

Once you’re sure a career in fitness or wellness is for you, the next step is to find the brand and leadership team that best match your working style and needs. Every franchisor operates differently and each offers a different level and type of support. Anderson advises that prospective franchisees really tune into what makes a specific franchisor tick.

“I think it’s really important to understand their relationship with the franchisor and whether or not they have open dialogue, what that culture is like, if it’s a high-performance culture. You should get a sense of who you’re working with because ultimately, you’re business partners and it’s a symbiotic relationship,” Anderson said. “You should get to know the people and feel confident in who they are. And if you don’t, that should be a warning sign that maybe that isn’t the right fit for you.” 

Look for a team that has your best interests at heart and sees you as more than a revenue generator, she added.

Be Coachable

Look for a brand that has enough experience to provide you with a playbook for success—and be prepared to follow it. 

“It’s on us as a franchisor to help a franchisee build baseline skills and to be able to figure out their financial acumen and to help them become business operators. And so, we look for owners that are willing to be coachable and follow the system, and that’s a broad diverse range of people,” Herrild said. “If we say, ‘Hey, the best way to do this is to add two cups of flour,’ and you add three, you’re making it real hard for yourself, and you don’t need to do that.”

One of the main advantages of opening a fitness franchise is there is a business model already in place. Herrild said it’s counterproductive to ignore it.

Tap Into Your Support System

The franchise business model comes with a built-in community made up of both cohorts and consultants. Herrild and Anderson said franchisees that flourish are often the ones that capitalize on the wisdom of both the franchisor and their fellow business owners. 

“When you have tough times, the great news about being in a franchise is you can look up and talk to your franchise business consultants. We’re here as kind of your support network” Anderson said.

“I also think that franchisees who become part of that franchise community in a positive way, use the resources [and] help new franchisees once they become more experienced, build a culture,” Herrild added.

Don’t forget to lean into that ecosystem when you face a challenge. Chances are it’s not unique to your location and others may have advice that can help.

Be Self Aware

It’s really important to know your strengths and the areas that might present more of a challenge for you personally. This self-awareness will help you select the right brand as well as build a team that speaks to all of the needs of your business. 

“This is a service business and if you don’t happen to be (customer service oriented) as a franchisee, then you hire somebody who is. You can teach just about anyone to run a gym or a HITT franchise, but you can’t teach them to be people people generally.” Anderson said, by way of example.

To achieve success, you’ll either need to bring or hire all of the skills, talents and traits your fitness franchise will need to excel.

The post Self Esteem Brands Shares 5 Keys to Franchise Success  appeared first on Athletech News.

Gympass, a leading corporate wellness platform, has integrated with Apple Fitness+, meaning more than two million employees globally will now have access to the fitness subscription service. Effective immediately, Gympass subscribers on the Basic Plan and above in the U.S., U.K. and Germany, and those on the Silver Plan and above in Brazil, can access Apple Fitness+ at no additional cost through their Gympass app.

Gympass has a network of over 50,000 gyms, studios, classes, personal trainers and wellness apps, and includes access to Wellness Coaches, who help users create individualized plans. More than 15,000 companies currently use Gympass, which gives employees discounts on fitness classes and gym memberships, along with other wellness perks.

Employee Wellness on the Rise

“Gympass more than doubles the number of employees engaged with wellness, thanks to the breadth of our global partner network and the attractive prices of our plans that cost 30-50% less than traditional gym memberships,” said Cesar Carvalho, CEO and co-founder of Gympass. “We’re excited to strengthen our proven ability to drive employee enrollment by providing access to Apple Fitness+ across more than 15,000 corporate clients and millions of employees globally.”  

According to Gympass’ recent State of Work-Life Wellness report, the majority of employees (87%) would consider leaving a company that does not focus on employee wellbeing, while 93% value wellbeing as much as their salaries. Integrating wellness solutions into company culture has the potential to decrease turnover and save companies healthcare costs, Gympass notes.

Apple’s Fitness & Wellness Push

With Apple Fitness+, Gympass subscribers gain access to thousands of workouts and meditations, like HIIT, strength, wowing, cycling and yoga. Those with an Apple Watch can see their real-time metrics onscreen. Apple Fitness+ also offers popular experiences, like “Time to Walk” and “Time to Run.”

On Monday, Apple also launched additional updates to Fitness+ that demonstrate the tech giant’s investment in the platform and desire to cater to new audiences. In November, Apple partnered with Anytime Fitness, the tech giant’s first partnership with a brick-and-mortar gym chain.

Gympass, meanwhile, raised $85 million in a Series F funding round last summer at a valuation of $2.4 billion, led by EQT Growth with participation from Neuberger Berman Group. The valuation underscores the increasing trend of employees expecting wellness benefits from their employers. Now, Gympass has Apple in its corner, an integration that demonstrates the corporate wellness platform’s growth as well as the tech giant’s desire to bring Fitness+ to new audiences.

This article has been updated with new information on which Gympass subscribers have access to an Apple Fitness+ subscription.

The post Apple Fitness+ Expands Reach With Gympass Deal appeared first on Athletech News.

Apple Fitness+ is rolling out updates this coming Monday that will help users start the new year off right. After a tumultuous several weeks for the company with the Apple Watch ban, the move demonstrates that Apple remains committed to and focused on the fitness and wellness space. 

First, Fitness+ is launching a new meditation theme: Sound. After the success of the Sleep meditation theme, Sound is the latest to focus on creating an atmosphere of ease for relaxation and restoration. The meditations range from five to twenty minutes and use tones like singing bowls and resonant gongs. Apple is also releasing new episodes of “Time to Walk,” one of its most popular series. New episodes feature Al Roker, Trixie Mattel, Lilly Singh and Common. Apple Watch users can also pursue a limited-edition award, “Ring in the New Year,” by closing all three Activity Rings for seven consecutive days in January. 

As the Apple Music Super Bowl LVIII Halftime Show approaches, Fitness+ is also releasing Artist Spotlight series dedicated to former headliners. Rihanna’s series will be released on January 8^th, Britney Spears’ on January 15^th, U2’s on January 22^nd, and Usher on February 5^th. 

Apple is also releasing a new workout program designed for an often-overlooked group of athletes in connected fitness: golfers. Rose Zhang, a rising professional golf star, joined Apple Fitness+ trainer Kyle Ardill in the new program that was inspired by her training regimen. The program combines strength, core, and yoga workouts to improve strength, flexibility, balance, and mobility. 

“To play at my best, the training that I do off the course is so important,” Zhang said. “Incorporating strength, core, and mobility workouts helps make sure my body and mind are ready. Whether people are new to the sport or want to advance their skills, I’m excited that the workouts in this program on Fitness+ will help users feel more confident in their swing and have fun on the course.”

The Fitness+ updates come as Apple continues to push further into fitness and wellness. In November, Apple partnered with Anytime Fitness to provide an omnichannel experience for users. Anytime Fitness memberships in the U.S. and Canada now include a free Fitness+ subscription. Fitness+ users joining Anytime Fitness with a membership of more than a year will also get their first 30 days free. 

“Starting the new year can mean kicking off a fitness and wellbeing journey, restarting after a long break, or looking to take it up a level with a new challenge,” said Jay Blahnik, Apple’s vice president of fitness technologies. “From sound meditations to help you relax, to building strength for an improved golf swing or turning up the volume on your workouts, Fitness+ has something for everyone to help them stay active and support their wellbeing in the new year.”

The post Apple Fitness+ Adds Golf Workouts, Super Bowl Halftime Tracks appeared first on Athletech News.

In the first full year of post-pandemic life, the fitness and wellness industry has seen its fair share of headlines, both positive and negative. 

While dealmaking has cooled off some from its pandemic-era high, there still were plenty of major fitness and wellness moves in 2023, including brand partnerships, nine-figure funding rounds and celebrity endorsement deals. 

Athletech News recaps the eight fitness and wellness moves that defined 2023, and forecasts what each could mean as we enter a new year.

• 

  1. Peloton, Lululemon Strike Content & Apparel Partnership 

  Two of the biggest brands in the fitness and activewear categories joined forces in a major way in 2023. As part of a five-year global partnership, Peloton agreed to create exclusive digital fitness content for Lululemon Studio, while Lululemon became Peloton’s official apparel partner, creating co-branded clothing for instructors and fans. 

  Why It Matters:

  The deal marked the final nail in the coffin for the Mirror, Lululemon’s ill-fated piece of connected fitness hardware that never quite lived up to its $500 million price tag. Lululemon announced it would be officially discontinuing Mirror, instead pivoting fully to Lululemon Studio, its digital fitness platform which now gives members access to Peloton’s library of workout classes. 

  For Peloton, the deal shows the connected fitness company’s commitment to becoming more than just a “bike company,” as it looks to offer different types of fitness content, from yoga to strength training, in addition to spin classes. 

  What To Watch in 2024:

  While Peloton has built a large following of dedicated fitness fans, the jury is still out on whether the company can successfully transition from being a cycling-focused brand to a one-stop shop for diverse fitness content. Providing content for Lululemon Studio will expose Peloton’s workouts to even more people around the world, potentially helping the connected fitness company make good on its bold expansion plans.

• 

  2. WeightWatchers, Life Time & Xponential Make GLP-1 Moves

  For better or worse, the weight-loss-drug era is officially here. GLP-1s like Ozempic and Wegovy are flying off the proverbial shelves as consumers seek access to the drugs, which have been celebrated for their proven ability to help people lose significant amounts of weight in a relatively short period of time. 

  WeightWatchers acquired telehealth brand Sequence in early 2023, a move that signaled the weight loss company’s shift from a food-based approach to adopting prescription drugs including GLP-1s. WeightWatchers still offers its famous Points Program, but the company has made weight loss meds a core part of its offering. 

  In the fitness realm, brands including Life Time and Xponential Fitness are embracing weight-loss drugs. In November, Life Time launched its first Miora Longevity and Performance clinic, offering members access to GLP-1s such as Ozempic under medical supervision, in addition to a host of other wellness benefits. 

  Xponential, meanwhile, announced its intention to acquire Lindora, a metabolic health brand with clinics offering weight-loss medications. Xponential plans to rapidly scale the brand through franchising. 

  Why It Matters:

  The deals struck by WeightWatchers, Life Time and Xponential show that at least some established fitness and wellness brands are willing to embrace GLP-1s, making weight loss meds an important part of their business strategy. 

  What To Watch in 2024:

  There’s still much to learn about the long-term effects of GLP-1s on sustained weight loss and other aspects of health. Some analysts predict that the rise of weight-loss drugs will lead to a corresponding rise in gym membership sales as more consumers become confident enough in their bodies to want to hit the gym; others have expressed skepticism about the drugs’ ability to spur meaningful changes in people’s fitness and wellness habits.

• 

  3. Apple Partners With Anytime Fitness

  Apple has been pushing further into fitness and wellness for several years now, with advancements in Apple Health and the launch of Apple Fitness+. In November, the tech giant inked its first deal with a gym brand, partnering with Minnesota-based Anytime Fitness. Through the collaboration, Anytime Fitness members across the U.S. and Canada will have access to an Apple Fitness+ subscription included in their membership at no extra cost. The two companies could take their partnership even further with more collaborations down the road, Anytime Fitness CEO Chuck Runyon has told Athletech News. 

  Why It Matters:

  The deal marks Apple’s firm entry into the brick-and-mortar gym space, potentially signaling a major shift in how the company will approach fitness and wellness in 2024 and beyond.  

  What To Watch in 2024:

  It will be interesting to see if Apple partners with any other gym brands, or if the tech giant is content to ride with Anytime Fitness and its network of 5,200 locations worldwide for the time being. For Anytime Fitness, can a partnership with Apple sway consumers to choose AF over rival low-price, high-value gym chains like Planet Fitness, Crunch Fitness and others?

• 

  4. Pvolve Inks Deal With Jennifer Aniston

  Functional Fitness brand Pvolve reached a new level of mainstream recognition and notoriety this year, partnering with celebrity A-lister Jennifer Aniston. The former “Friends” star will advise on Pvolve’s marketing, product and programming strategies, as well as star in Pvolve commercials, including a strength-focused ad campaign that launched in August.

  Why It Matters:

  While celebrity endorsements are nothing new for the fitness industry, getting a star on the level of Jennifer Aniston is uncommon, and it bodes well for Pvolve as the brand expands its footprint of brick-and-mortar studios through franchising. 

  What To Watch in 2024:

  So far, the partnership seems to be bearing fruit for Pvolve: the fitness brand reported a 650% increase in branded search and a 125% increase in franchise inquiries since partnering with Aniston. As time passes, we’ll see how much Pvolve leans on its celebrity affiliation as the brand continues to grow nationwide and even internationally.

• 

  5. Nike Launches Group Fitness Studios, Equipment Line

  Nike is no longer just a fitness apparel brand. In 2023, the Swoosh entered the brick-and-mortar space, opening group fitness studios in Southern California, with another location planned for Austin, Texas. In partnership with FitLab, Nike Studios offers functional training and endurance workouts led by expert instructors. The sportswear giant also pushed into the fitness equipment space, launching Nike Strength, a collection of strength training equipment including barbells, bumper plates, dumbbells and kettlebells, all of which feature prominent Nike branding. 

  Why It Matters:

  As seen with Apple, “blue chip” companies are increasingly entering the traditional fitness space. Nike clearly believes in the long-term potential of the fitness and wellness market, announcing it would hire over 1,000 global fitness trainers to lend expertise in creating holistic fitness content, programming and experiences, presumably as part of its Nike Studios endeavor. 

  What To Watch in 2024:

  Nike could make significant inroads into the fitness and wellness space if the brand is truly committed to the vertical, although it remains to be seen whether consumers will latch onto the idea of visiting a Nike Studio for their daily workout. On the equipment front, could Nike become a true rival to established strength training brands like Eleiko and Rogue Fitness?

• 

  6. Peloton Announces Rebrand, New Strategic Vision

  Back in May, Peloton announced its intentions to become the fitness company for “anyone, anywhere,” looking to shed its perception as a “bike company” focused predominantly on wealthy consumers. 

  As part of a large-scale rebrand, Peloton launched a new fitness app with three subscription tiers, including a freemium option that offers more than 50 classes curated across 12 modalities for no cost. The Peloton App One and Peloton App+ tiers cost $12.99 per month and $24 per month, respectively. The connected fitness company also launched Peloton Gym, which offers at-home strength training workouts. 

  Why It Matters:

  Peloton CEO Barry McCarthy has said that the company wants to branch out beyond cycling workouts, becoming a more well-rounded digital fitness company that makes most of its money through content rather than hardware sales. As a result, Peloton has forged partnerships with top sports teams and leagues, universities and even hotel groups as the brand looks to increase its global recognition and drive users to its app. 

  What To Watch in 2024:

  So far, Peloton has struggled to translate its rebrand into financial success. In its most recent earnings report, Peloton lost paid subscribers, with the connected fitness company struggling to convert free app users into paying members. Peloton has one of the most loyal fanbases of any fitness company, although many of those fans are cycling diehards. It remains to be seen whether Peloton can bring new members into the fold by emphasizing other types of fitness content.

• 

  7. EGYM Raises $225M, Preps for IPO

  In July, fit tech company EGYM received €207 million ($225 million) in growth capital, closing a financing round led by Affinity Partners, a global investment firm launched by Jared Kushner, the son-in-law and former advisor to President Donald Trump. The funding will enable the Munich-based EGYM to prepare for an IPO, the company’s co-founder and CEO Philipp Roesch-Schlanderer has said.

  EGYM provides smart gym solutions, including software and fitness equipment, for more than 15,000 gyms worldwide, and is rapidly expanding its North American team. 

  With the investment, EGYM will also focus on further developing its digital solutions for health-focused workouts and expanding the EGYM Wellpass corporate health network, an area Roesch-Schlanderer has identified as critical. 

  Why It Matters:

  Funding has been harder to come by in 2023 due to macroeconomic conditions, but Affinity Partners’ investment in EGYM shows the promise of tech-enabled fitness. With even more resources, EGYM looks poised to extend its lead as the dominant fit tech provider on the market, potentially reaching even more gyms worldwide.

  What To Watch in 2024:

  Will EGYM’s impressive funding haul be a sign of things to come for fit tech companies or was the round more of an anomaly given the current economic outlook? The latter outcome is possible, as EGYM seems unique in its ability to offer software and hardware solutions under one brand. 

• 

  8. BowFlex, BODi Change Names To Spark Turnaround

  2023 saw a pair of down-on-their-luck fitness brands change their names in hopes of sparking a turnaround. In March, The Beachbody Company announced it would be known as BODi moving forward, a move co-founder and CEO Carl Daikeler said aligned with a shift in the company’s strategy toward inclusive fitness and wellness and away from the looks-based marketing that made the brand famous but has seemed to turn off modern consumers, especially Gen Z. 

  In the fall, Vancouver, Washington-based fitness equipment maker Nautilus changed its corporate name to BowFlex, rallying behind its most popular brand. As part of the rebrand, BowFlex introduced a new color scheme, marketing campaign and at-home equipment designed to target consumers in the connected fitness era. 

  Why It Matters:

  Two of the biggest fitness brands of the 2000s era have struggled in recent years, but they’re not going down without a fight. For both companies, the name change has been accompanied by a major rebranding effort that could fundamentally change the way each positions itself in the fitness and wellness industry. 

  What To Watch in 2024:

  Will the name-change tactic employed by BowFlex and BODi give other struggling fitness companies a blueprint to follow to regain relevance, or will it prove to be a cautionary tale for fitness and wellness brands looking to return to their glory days?

The post The Fitness & Wellness Moves That Defined 2023 appeared first on Athletech News.

Apple said Monday that it will stop selling some of its Watch models in light of one of the most significant patent disputes in recent history, a development that could impact the tech giant’s burgeoning fitness and wellness endeavors. 

A ruling in October by the International Trade Commission (ITC) found that Apple violated medical company Masimo’s pulse oximeter patent, which is used to read blood-oxygen levels. In 2020, Apple introduced the feature in its Apple Watch Series 6 lineup. The company plans to appeal the decision. 

Apple will no longer be able to sell its Apple Watch Series 9 and Apple Watch Ultra 2 in the U.S. beginning Thursday on its website and from the company’s retail locations after December 24^th. The SE model, which lacks the blood oxygen feature, remains for sale. 

White House Press Secretary Karine Jean-Pierre said on Tuesday that the US Trade Representative, Katherine Tai, will be making the decision on whether to block the ban. The deadline for Tai’s decision is Christmas Day, as the reviews last 60 days, and the order was issued on October 26^th. 

Inside the Patent Battle

The patents relate to the process by which the watches calculate a person’s blood oxygen saturation. Because the patents relate to hardware, Apple cannot resolve the dispute with a software update, a strategy they’ve used in the past. If the company cannot win on appeal or by presidential intervention, the company would likely need to redesign the devices, a process that does not have a clear timeline. 

The Blood Oxygen app measures the percentage of oxygen red blood cells carry from one’s lungs to the rest of the body. The sensor uses clusters of red, green, and infrared LED lights and photodiodes that convert light into an electrical current. The light shines onto the blood vessels in a user’s wrist and the technology measures how much light bounces back. Bright red blood is oxygenated, while dark red blood has less oxygen, which allows the sensor to get an on-demand reading of one’s blood oxygen. A healthy person will usually have blood oxygen levels in the mid- to high 90s. 

The Series 9 and the Ultra 2 models were released earlier this year and were expected to be a large percentage of Apple’s watch sales for the holiday season.

Potential Fitness Ramifications

Apple had its sights set on the fitness and wellness space, particularly with the Ultra 2, which has the brightest display yet of its watches, and can display dynamic fitness information on the screen like altitude, depth, or seconds along the screen’s outermost edges.

The decision could shape the company’s health and wellness goals for the new year, possibly encouraging Apple to place more strategic emphasis on offerings like Fitness+. With over 5,000 workouts, Fitness+ now includes 12 different types of workouts, as well as Artist Spotlight series featuring music by Beyonce, Mariah Carey, and Taylor Swift. Apple also partnered with Anytime Fitness earlier this year, its first deal with a gym or health club. Starting from December 1, Anytime Fitness members across the U.S. and Canada gained access to an Apple Fitness+ subscription included in their membership at no extra cost.

While unrelated to the patent dispute, two executives on the Apple Watch development team are departing the company. Tang Tan, the chief of Apple Watch product design, plans to depart in February, and Steve Hotelling, a key witness in the Masimo lawsuit, is retiring. 

Although the watches can no longer be sold on Apple’s website, they will continue to be sold through many third-party retailers, which should help improve the company’s fiscal first-quarter sales. 

The post What the Apple Watch Ban Could Mean for the Tech Giant’s Fitness Plans appeared first on Athletech News.

It’s been a big year for Apple on the fitness and wellness front, and the tech giant seems poised for even bigger things in 2024.

Earlier this month, Apple released watchOS 10.2, iOS 17.2, and iPadOS 17.2 updates which allow for seamless access and logging of Health data using Siri. Apple Watch, iPhone and iPad users can ask Siri questions like “How does my Move ring look today?” or “What was my blood pressure yesterday?” Users can also ask Siri to log health-related items. For example, users can say, “Log that I took my medications,” or “My period started today.” 

The company also recently launched Apple Watch Ultra 2, which has the brightest display yet and a new watch face that shows dynamic information like altitude, depth or seconds along its outermost edges. Apple also released a new iPhone app called Journal. With the app, users can capture and write about everyday moments and special events in their lives using photos, videos, audio recordings and location. Journal’s machine learning provides personalized, private suggestions to inspire journal entries.

Major Fitness Moves

Apple Fitness+, meanwhile, continues to offer more classes (with 12 different types and over 5,000 workouts and meditations) along with its Artist Spotlight series featuring music by Beyonce, Mariah Carey, Taylor Swift, and Bad Bunny. 

Apple also partnered with Anytime Fitness, its first deal with a gym or health club, demonstrating in-person and digital companies coming together to offer more omnichannel experiences. The tech giant is also reportedly planning robust updates to its AirPods line that could include improved hearing health features and body-temperature tracking. It also unveiled its Vision Pro headset; many anticipate Apple could use its new mixed-reality headset to enhance Fitness+ and the Apple Watch. 

Social Features Promote Health & Wellness

With 2024 weeks away, Apple is ready to help users reach their health and wellness goals, from mindfulness to running speed to hiking.

Activity Sharing is a feature that can help users stick to their resolutions by sharing daily accomplishments with family, friends or even trainers. Users can even challenge each other to a seven-day Activity Competition based on Activity Rings. Trends show daily data for active calories, exercise minutes, stand hours, walking distance, stand minutes, cardio fitness, walking pace and running pace.

Time will tell what Apple’s next new health and fitness offerings will be, but there appears to be a lot on the horizon. 

The post Apple’s Fitness & Wellness Innovations Bode Well for 2024 appeared first on Athletech News.

Omega Fitness, the second largest Anytime Fitness franchisee in the U.S. with 70 gyms, has been acquired by Seattle-based private equity firm Rainier Partners.

The company will be led by franchise operators Andy Gundlach and Russ Allen, who formed Omega Fitness and are known as two of the top operators in the Anytime Fitness system, which has over 5,000 franchised locations in 50 countries. The franchisees will partner with Rainier to expand Omega Fitness while optimizing operations in its existing Anytime Fitness clubs across Wisconsin, California and Florida. 

Allen noted that he and fellow operator Gundlach recognized the need for a partner with deep fitness industry experience, resources and capabilities to support future growth.

“Rainier’s partnership-driven approach, coupled with enthusiasm for the future of our company and Anytime Fitness, solidified our confidence in this transformative alliance,” Allen said.

Gundlach noted Omega Fitness had an “abundance of interest” from the private equity community, but partnering with Rainer was the right decision.

“As we look to the future, acquisitions will continue to be a key element to our growth strategy, along with building new locations across the U.S. and implementing best practices in all of our gyms, drawing on my team’s experience and Russ,” Gundlach said.

Rainier co-founder and managing partner Jon Altman noted that the firm is excited to be an early investor in the Anytime Fitness system.

Anytime Fitness, under parent company Self Esteem Brands, is seeing strong demand for its fitness brand, reporting a solid third quarter with double-digit gains in same-store sales compared to the same period in 2022 and a 20% increase in daily club visits versus 2019.

The fitness franchise now projects a record-breaking one million daily member visits come January 2024 and has fortified its position in the fitness industry through a partnership with Apple — crowning Anytime as Apple’s first partner in the gym space. The deal with the tech titan supports Anytime Fitness members in sleep, meditation, recovery and nutrition. 

“This partnership with Apple is so important to us, because now outside of the gym, we can help members with meditation, we can help them with walking more…there are 12 different modalities,” Anytime Fitness CEO Chuck Runyon told Athletech News earlier this month.

Runyon also shared that Anytime Fitness has been in talks with Apple regarding HealthKit, a storage bank for health and fitness data on iPhone and Apple Watch that would allow members to become the “CEO” of their own health.

The post Major Anytime Fitness Franchisee Acquired, Plans Expansion appeared first on Athletech News.

Self Esteem Brands (SEB) is best known as the parent company of Anytime Fitness, a highly popular gym chain with over 5,000 locations worldwide, but the franchisor is also building a burgeoning portfolio of boutique fitness and wellness brands as part of an ambitious global expansion plan. 

The Chuck Runyon and Dave Mortensen-founded Self Esteem Brands has set itself the lofty goal of opening 10,000 fitness, health and wellness clubs worldwide by 2030. Part of that plan will include scaling SEB’s boutique studio brands including The Bar Method, Waxing the City and Basecamp Fitness (along with Basecamp’s Australian sister brand, Sumhiit Fitness). 

Basecamp, which offers HIIT-style group fitness classes, has 21 locations already opened along with nearly 70 franchise licenses sold in the U.S. as of August. Basecamp is in what Self Esteem Brands calls “a high-growth phase,” recently becoming the first of SEB’s studio brands to offer franchising outside of the States. The Bar Method, meanwhile, has around 80 open locations; SEB plans to restart its expansion efforts for the Barre-inspired group fitness brand, which is now fully recovered from the pandemic. 

On the wellness side, SEB had much success with Waxing the City, which offers waxing services along with skin and beauty care products. Already the second largest waxing franchise in the U.S., Waxing the City has more than 150 locations open across the U.S. and is on pace to end 2023 by opening twice as many locations as it opened the previous year. 

Still, as Self Esteem Brands looks to build its boutique brands into household names, the company will lean on the power of its already established brand: Anytime Fitness.

The SEB Franchise Network

“One of the things that’s great about being a franchisee of any of our brands at SEB is that you have access to our global franchise network, which includes many resources across all of our brands,” says Nick Herrild, president of studio brands for SEB.

While some larger boutique fitness franchisors may also have several brands under their corporate umbrella, they don’t have access to the data of Anytime Fitness, a big-box gym with thousands of locations and nearly three million members spread across the globe.

“We really are a unique platform in that way,” Herrild says. “Because of the size and scale of AF and the resources of SEB, we have a level of sophistication each of the brands couldn’t have if they stood on their own.”

Self Esteem Brands is actively investing in offering its boutique franchisees access to the same data and insights Anytime Fitness franchise owners have. For example, SEB has compiled robust consumer segmentation metrics that it uses to help inform its franchising strategy for each individual brand. That data helps SEB and its franchisees evaluate the opportunities and likelihood of success for different boutique brands in different areas. 

“Basecamp may tap into that segmentation differently than The Bar Method, but the segmentation is still consistent, so we know where there’s overlap and where there isn’t,” Herrild says.

SEB also offers “analytical scoring sites,” giving franchisees intel on how potential locations would perform based on attributes like population, income and gender distribution, among other demographics.

The advantages of franchising with a big brand like SEB extend across the board, Herrild notes, including marketing, development, real estate and even preferential access to vendors. 

“We can get better pricing and better technology opportunities because of our scale,” he says.

Brands Are Complimentary, Not Competitive

As SEB looks for ways to continue growing its boutique fitness and wellness brands, expect the company to lean on its already established network of Anytime Fitness franchisees.

SEB is starting to see interest from Anytime Fitness franchise owners who are drawn to the community-driven atmosphere of boutique studios and want to get in on the action.

“We have Anytime Fitness franchisees who are highly interested in the studio concepts for that reason,” Herrild shares. “There’s a lot of opportunity, particularly for brands like Basecamp and The Bar Method, to target sophisticated owners that want to look at a multi-unit portfolio.” 

Right now, most cross-company franchising interest is between Anytime Fitness and Basecamp, Herrild says, but he expects interest to grow among franchisees who want to try other SEB combinations.

For franchisees looking to get adventurous, there are benefits of owning two different boutique brands under the SEB umbrella, since concepts are complimentary in terms of the types of customers they attract but not competitive in the services on offer.

“A Waxing the City and Bar Method location could literally be sharing a wall yet have complete insulation from each other in terms of what they’re offering,” Herrild notes. “But they would still have access to each other’s consumers because they’re similar.”

Sharing Best Practices

Operationally, having multiple brands under the same umbrella allows SEB to test new things, finding what works for one brand to bring those learnings over to the others. 

For example, SEB has been rolling out several new tech innovations at Waxing the City, including mobile POS systems, geofencing and automated check-ins and check-outs for members. Herrild says it’s all part of the company’s overall philosophy of leveraging tech to lower labor costs and streamline operations at its studios, which makes things easier for franchisees and customers alike. 

The team at SEB chose Waxing the City to pilot those innovations because of the brand’s relatively large size with 150-plus locations, but it’s transporting those same tech learnings to Basecamp and The Bar Method. 

“Using Basecamp as an example, we’ve re-worked how we coordinate the start of the workout with the lighting, the music and the monitor, so each member knows exactly which group they’re in and which workout they’re doing,” Herrild notes.

Inter-brand collaborations are important, but the team at SEB also works hard to ensure it’s supporting its franchisees down to the individual level, including with monthly check-in conversations.

“By brand, we have franchise business consultants and franchise business coaches,” Herrild says. “They work with franchisees to help them look at their business and benchmark different pieces of their P&L to help them understand where they have the opportunity to drive profitability from the top line to the bottom.”

The robust approach to the business of franchising is likely why the team at SEB feels confident it can meet its goal of 10,000 clubs by the end of the decade. Post-pandemic, the company assures it’s doing better than ever, with a healthy franchise culture to match.

“We’re having a really great 2023, and we had a really great 2022 fiscal year,” Herrild says. “Our brands are all in the process of looking for ways to bring franchisees the best performance they can and grow, so we’re excited about where all of our brands are and where they’re going.”

The post How Self Esteem Brands Drives Boutique Studio Growth appeared first on Athletech News.

Anytime Fitness is thriving as fitness consumers return to the gym in full force, with the brand recently forging an unprecedented partnership with Apple that grants U.S. and Canadian members access to Apple Fitness+.

The fitness franchise, under parent company Self Esteem Brands, has reported a strong third quarter with double-digit gains in same-store sales compared to the same period in 2022, a 20% increase in daily club visits versus 2019, and is projecting a record-breaking one million daily member visits come January 2024. 

Chuck Runyon, co-founder and CEO of Anytime Fitness and Self Esteem Brands, spoke with Athletech News about what’s fueling the fast-growing fitness brand’s success, the deal with Apple and the impact of GLP–1 weight loss drugs.

Convenience & Coaching 

“Coming out of COVID, personal wellness has never been more top of mind for people around the world,” Runyon told ATN, adding that search data has demonstrated consumers of all ages and fitness levels are searching for wellness and strength training.

“I also think it’s the execution of our business,” he said. “People are loving the convenience of Anytime Fitness.”

Aside from the convenience factor that allows members to use any of the 5,300 clubs in 40 countries (and growing) 24/7, Anytime Fitness members enjoy the personal systems.

“We have coaching inside of our clubs,” Runyon said. “We also have virtual coaching, so we can meet the consumers where they’re at. We are broadening our services into nutritional support and recovery support — things that are more holistic, and just beyond what people might think of as a traditional gym experience.”

The wide range of support at Anytime Fitness, paired with macro tailwinds and a keen value proposition, is why Runyon believes the brand has widespread appeal among fitness consumers.

Educating Members on Strength Training

The strength training trend has also taken Anytime Fitness by storm, which Runyon identifies as the number one area of interest for club members.

“If you look at all the empirical data about the importance of strength training, as it relates to healthy aging, weight loss or just feeling stronger — we’re seeing more people inside of the area of functional (training) in our weight area, and therefore we’re tweaking our design a bit to maximize that space,” he said.

Aside from ensuring adequate space to support the strength training demand, Anytime Fitness also supports members in better understanding the benefits of strength. 

“We have personal training and coaches to answer their questions, personalize the workout and help them (maybe for the first time) really understand the benefits of strength training,” Runyon explained.

The (Many) Benefits of Apple Fitness

Anytime Fitness is leaning into its new partnership with Apple to support its members holistically in the areas of sleep, recovery and nutrition. The deal is notable, as it marks Apple’s first-ever collaboration with a gym or health club.

“We’ve known Apple for many years,” Runyon said, explaining that Anytime Fitness has had a relationship with the tech titan before COVID.

“That’s where this partnership with Apple is so important to us, because now outside of the gym, we can help members with meditation, we can help them with walking more…there are 12 different modalities,” he added.

Starting December 1, Anytime Fitness members get access to an Apple Fitness+ subscription for free.

The fitness brand had created a business model where members could access gyms 24/7/265 with global reciprocity via a key fob. Now, digital keys are available. 

“You can open every door in the world with your phone, and that digital access path is also going to go in the wallet that Apple provides,” Runyon said. “So we’ve been working closely with them. I think they’re very excited about this new digital key approach.”

Runyon also confirmed that Anytime Fitness has been in talks with Apple about HealthKit, a storage bank for health and fitness data on iPhone and Apple Watch that will allow members to become the “CEO” of their own health.

Runyon added that Apple and Anytime Fitness are aligned to create a frictionless experience and improve member engagement.

“We think this is going to, of course, bring more members in and keep them longer and, most importantly, help them achieve fitness goals,” Runyon said of the deal with Apple. “We’re going to get people healthier and help our franchisees succeed.”

While the complimentary Apple Fitness+ will first be available to Anytime Fitness members in the U.S. and Canada, Runyon said the plan is to get it in the hands of members around the world. The Apple team also attended the Anytime Fitness annual conference this month in Colorado Springs.

“I think they came away with even more admiration and more passion for our franchisees around the world,” Runyon said. “And they could not be more excited. We are locked arms here to make this a global success.”

Supporting Members on Weight Loss

On the topic of weight loss drugs such as Ozempic and Wegovy, which analysts predict will have a positive impact on the fitness industry, Runyon says Anytime Fitness supports their members in their personal decisions and is ready to meet them where they are with its array of member benefits.

“If they’re taking weight loss drugs, fantastic,” Runyon said, pointing to data that shows integrating strength training can be helpful if taking GLP-1s. He also sheds light on the benefits of working out for mood and mental health, which weight loss alone can’t address. 

“We have a nutrition component here with coaches — we want to meet our members where they’re at,” he noted. “So we’re supportive, and we just want to make sure (members) are living a full, healthy lifestyle.”

New Year, New Opportunities for Growth 

Runyon credits the ongoing success of Anytime Fitness to its franchisees, who he says are passionate and care deeply about the health of their members, as well as the brand’s large network of worldwide coaches and its global footprint of fitness clubs.

“If you put that all together, it’s an unmatched value proposition,” the he said. “There’s no one who can help our members achieve better health better than Anytime Fitness. We’re proud of that.”

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Anytime Fitness, through its parent company Self Esteem Brands, is partnering with Apple Fitness+ to offer users a new way to workout both digitally and in person. Starting from December 1, 2023, Anytime Fitness members across the U.S. and Canada will have access to an Apple Fitness+ subscription included in their membership at no extra cost.

The partnership marks Apple’s first deal with a gym or health club and demonstrates the increasing trend of digital and in-person fitness companies coming together to offer consumers more omnichannel experiences. 

Anytime Fitness has more than 5,200 club locations across 42 countries and offers personalized training and nutrition for its members, who also have 24/7 access to clubs. Prospective Anytime Fitness members who try the gym for free can enjoy a complimentary Apple Fitness+ trial for up to three months, and Apple Fitness+ users who join Anytime Fitness and sign up for at least a 13-month membership will receive their first 30 days of the app free of charge. 

“Every one of our members gets a personalized plan, and we’re thrilled to integrate the power of Apple Fitness+ content with the Anytime Fitness App to help them further individualize the ways they achieve and sustain their goals,” said Stacy Anderson, president of Anytime Fitness.

Jay Blahnik, vice president of fitness technologies at Apple, also expressed excitement about the partnership.

“Apple Fitness+ was designed to be welcoming to all no matter where they are in their fitness journey, so whether members are looking for a supplement to their coaching through Anytime Fitness or guidance for how to get started on their fitness journey at the gym, there is something for everyone,” Blahnik said.

Apple, Anytime Embrace Hybrid Fitness

Apple Fitness+ offers users access to a library of workouts and meditations, with options ranging from high-intensity interval training (HIIT) to yoga. The service is led by a team of experienced trainers and provides real-time metrics for Apple Watch users, as well as personalized playlists.

As consumers continue to figure out their ideal balance between in-person and digital, companies will need to stay ahead of their fluctuating needs.

“More people than ever are seeking personalized help for their physical and mental health, and we are moving with intention to expand the ways Anytime Fitness can meet them where they are,” said Chuck Runyon, co-founder and CEO of Self Esteem Brands. “Our goal is to support people around the world as they strive to live healthier lives by providing them with everything they need along the way. A personalized experience that combines Anytime Fitness access and Apple Fitness+ content is a strong step in that direction, and we are motivated to reach more people than ever and help improve their physical and mental wellbeing.”

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Self Esteem Brands, the parent company of Anytime Fitness among other brands, has announced Q2 2023 results demonstrating continued growth, global footprint expansion and solid franchisee performance. The growth comes as Self Esteem Brands has lofty plans to open 10,000 fitness, health and wellness clubs worldwide by 2030.

“We continue to see major whitespace growth opportunities for all of our franchise brands, both domestically and worldwide,” said Self Esteem Brands co-founder and CEO Chuck Runyon. “Our performance at midyear shows this, and we are moving with intention and purpose to expand our services to help millions more people on their personal health and wellness journeys while we help cultivate successful franchise owners.”

The company reports that the first half of this year has been a “record breaker” for Anytime Fitness, with same-store sales across franchise locations 10% higher than the first half of 2022. Self Esteem Brands notes that at the close of Q2, 60% of domestic Anytime Fitness members shared health data via the AF SmartCoaching technology platform that launched in Q1. 

As group fitness has gained steam in the industry as of late, Anytime Fitness has seen bookings for group training reaching an all-time high in Q2, with a 400% increase compared to Q1 of this year. As for its global expansion, Self Esteem Brands recently introduced Anytime France as its newest Anytime Fitness master franchisee, capitalizing on the recovering fitness market in France. With the addition of France, Self Esteem Brands now has Anytime Fitness clubs operating in over 40 countries and territories. 

Basecamp Fitness, which has nearly 70 franchises sold in the U.S., is in a high-growth phase and is now the first studio brand to offer franchising outside of the U.S. Studio locations saw a 20% increase in registrations over 2022 for its annual summer challenge, which sees Basecamp members nationwide competing for prizes. Additional Basecamp Fitness studios will open this year in new markets such as Orlando, Jacksonville, San Diego, Kansas City and Edgewater, N.J. 

As it looks ahead, Self Esteem Brands is opening its first Sumhiit Fitness location this fall in Sydney, Australia. The twin brand of Basecamp Fitness, available for franchising, is part of Self Esteem Brands’ global growth strategy. It’s also a brand addition that David Mortensen, Self Esteem Brand’s co-founder and president, says signals the company’s push to meet the growing demand for a holistic lifestyle. The 35-minute group fitness workout offers 50 minutes worth of intense calorie-burning cardio using an air bike and strength training, a concept the fitness brand says is validated by researchers and exercise physiologists at UCLA. 

Last month, Self Esteem Brands introduced Basecamp Fitness and Waxing the City to the Las Vegas strip, adding three fitness studios and one waxing location to Sin City’s vast offerings as it integrates brands for an interconnected wellness experience. Waxing the City has sold 71 new locations across the U.S. and is forecasted to open 30 more studios by the end of the year.

The parent company also reports that The Bar Method will soon surpass its pre-COVID unit-level benchmark and has recently launched new formats, Bar Method Cardio and Bar Strength, to keep clients engaged. 

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The Xponential Fitness-owned Club Pilates and Self Esteem Brands-owned Anytime Fitness have announced significant deals that will advance the fitness industry in France while also propelling their companies’ global expansion plans.

France has steadily recovered from the pandemic’s impact, and its fitness market is expected to grow rapidly. 

Trends such as boutique fitness studios, VR, fitness wearables, hybrid gym memberships and tech advancements are all credited to the projected fitness market growth in France, according to analysts at Ken Research. 

Club Pilates Continues European Expansion

Xponential Fitness has signed a master franchise agreement in France for Club Pilates after recently signing master franchise agreements for the Pilates concept in Ireland and Switzerland.

The boutique fitness franchisor says the deal represents its 19th international country outside of North America and allows the master franchisee to license a minimum of 75 Club Pilates studios in France over the next ten years.

The agreement was signed with TCMP Fitness L.P. and partners Susan and Chris Fichaud and will add to Club Pilates’ rapid expansion across Spain and Germany, where it already has studios opened. Xponential Fitness confirms that development agreements are also in place for Austria, the Netherlands, Portugal and the U.K. 

The fitness franchisor says it is encouraged by the European Pilates and yoga studio market, which it says is projected to reach $71.2 million by 2030 according to Allied Market Research.

“France is the third largest fitness market in Europe and Club Pilates is perfectly suited to appeal to discerning French consumers looking for an outstanding workout and a supportive community of like-minded customers,” said John Kersh, chief international development officer of Xponential. “We have high expectations for Club Pilates in France and we are excited to continue to support Chris and Susan on their long-term development and franchising efforts.”

While Xponential has shaken off recession fears, stating that its consumers are resilient, shares of XPOF are still recovering after a short-seller report was released last month. Xponential has denied the allegations by Fuzzy Panda Research, and Wall Street analysts are bullish on the fitness franchisor.

Anytime Fitness To Open Locations Across France

Self Esteem Brands, the parent company of a vast portfolio of fitness, health and wellness brands, announced that Anytime France SARL has joined Anytime Fitness as its latest master franchisee. 

With the addition of France, Self Esteem Brands will have Anytime Fitness clubs operating in 41 countries and territories, but by all accounts, Self Esteem Brands is just getting started with its global growth strategy. The company aspires to open 10,000 fitness, health and wellness clubs and studios worldwide by 2030.

Sander van den Born, executive vice president of international, Self Esteem Brands, said that the moment is right, noting the general recovery of the fitness market in France.

“We are well placed to bring the Anytime Fitness brand here as we accelerate our growth across the European landscape,” said van den Born. “Working with two exceptional, experienced Anytime Fitness club owners, we are proud to know the brand will play an active role in helping the people of France on their personal health and well-being journeys.”

Anytime France, owned by Benoit Hanssen and Matt Burgess, will open Anytime Fitness Clubs across Paris, Ile-de-France, Auvergne, Rhone-Alpes, Provence-Alpes and Cote d’Azur. Hanssen and Burgess also operate Anytime Fitness clubs across Italy.

The fitness company will soon announce specific locations and opening dates of the Anytime France locations.

“We’re excited to bring the biggest global fitness brand to France,” Burgess said. “Coupled with our learnings from neighboring market Italy, and the addition of the local French flavor to the U.S. model, we are confident in our plans for growth, enabling the people of France to meet their fitness and well-being goals.”

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