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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The Fit Guide has laid the groundwork this year as the first-ever international rating system that revolutionizes the fitness industry and is now wrapping up 2023 with a long-awaited launch in Dubai. 

Founded by fitness industry veteran Jack Thomas and hospitality expert Matt Lavender, The Fit Guide hit the ground running in major cities this year, such as New York, London, Singapore and Sydney. As Thomas shares with Athletech News, Dubai is The Fit Guide’s final launch city for the year and signals the completion of 250 club visits across five global cities. 

Thomas says launching the fitness rating system in Dubai marks an important chapter for The Fit Guide.

“Dubai is undoubtedly the fitness capital of the Middle East and where a lot of innovation happens in the region, so we’re delighted to have a presence here,” he said.

The Fit Guide’s ratings are based on over 250 objective standards encompassing what Thomas and Lavender call a “premium fitness experience,” and span an initial phone call through post-class sales and service. Unbiased, anonymous and highly trained evaluators make the visits to clubs and studios, resulting in an overall rating and ranking based on scores.

Fitness businesses that received the seal of excellence from The Fit Guide were commended at Dubai Active Industry, a fitness and wellness expo. 

The Results Are In

Three Dubai clubs, Chalk Training Ground – The Palm, Storm Cycling – Mirdif and The Platform Studios – DIFC, each received The Fit Guide’s coveted 5-Star Award, recognizing the studios for an exceptional, world-class experience out of fifty other clubs.

Overall, Dubai scored above average in reception services but was a bit behind in digital and technology areas.

“Dubai has done well, scoring slightly above the global average across the clubs we visited,” explained Thomas, who also hosts the Fitness Business Asia podcast. “For a young fitness industry, they should be proud. Many of Dubai’s results mirrored that of other cities, with yoga and Pilates both the worst two performing categories in terms of the overall experience.”

Thomas added that cycling scored well and was the top-performing modality in Dubai, with concepts such as CRANK and Storm Cycling leading the way.

The Fit Guide also acknowledged 21 other clubs that received a 4-Star Award as businesses highlighted for their solid efforts. Additional Dubai clubs that receive special mentions are noted as “recommended” in The Fit Guide.

More to Come in the Middle East

As for what’s next for The Fit Guide in 2024, Thomas says the fitness industry ranking system has had “encouraging conversations” with business owners regarding the potential of the Middle East market. 

“We’re excited to dig deeper into the industry in this region next year,” he revealed.

Lavender, co-founder and CEO of Enlites, noted that the Dubai fitness market is younger than cities such as New York or London.

“It was great to see the city score so well and show it’s up there with the best in the industry,” he said. “Announcing our award winners and talking through the data at Dubai Active in front of an audience of 300 of the region’s CEOs and executives was quite special, and certainly started a lot of positive conversations around how the industry can improve.”

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The Fit Guide is continuing its global expansion, bringing its independent fitness club rating system to Sydney, Australia. As The Fit Guide has scoured New York, London and Singapore to discover which clubs are delivering the best overall client experience, it’s been eager to examine Sydney, recognizing the city as one of the world’s leading fitness hubs and the birthplace of many boutique fitness brands.

For those still unacquainted with The Fit Guide, the concept serves as an unbiased international rating system for fitness enthusiasts to discover top boutique studios and experiences in their area or cities where they are traveling. 

On the business side, The Fit Guide aims to help fitness operators create five-star experiences. Clubs have private access to their results across several categories, with the option to access a comprehensive report that details all standards and observations. The in-depth look allows operators to identify areas of excellence and areas needing improvement. 

“Many of the world’s leading fitness brands have come out of Australia, so we were very excited to launch there and see what the data would tell us,” Jack Thomas, fitness industry veteran and co-founder of The Fit Guide, told Athletech News.   

Trouble Down Under?

While Thomas says The Fit Guide has seen some strong concepts, coaches and brands, he admits Sydney scored poorly compared to other cities in the categories of services and public areas.

“It was interesting to see many coaches and instructors were also in charge of front desk duties, with some juggling their responsibilities deftly whilst others struggled to provide good service across the board,” he said. “It will be interesting to see how Melbourne compares when we launch next year.”

Among the evaluated fitness clubs, only Vive Active, Double Bay, an athletic reformer Pilates studio, took home The Fit Guide’s 5-Star Award. Another 19 clubs received a 4-Star Award.

Although Thomas admits the Sydney launch and accompanying report “may ruffle a few feathers,” he hopes The Fit Guide ignites positive conversations around raising the bar. 

Matt Lavender, co-founder of The Fit Guide and CEO of Enlites, a hospitality consultancy, says that the reports offer a fresh layer of accountability for fitness businesses.

“Having lived and worked in the city, I’ve seen firsthand the importance of health and fitness in the lives of Sydneysiders,” Lavender said. “The upcoming launch is a chance to celebrate and showcase Sydney’s top fitness clubs and studios with them.”

As The Fit Guide looks ahead, the rating system is launching soon in Dubai, in conjunction with the Dubai Active show.

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The Fit Guide, the first global and independent fitness industry rating system, has just launched in Singapore, providing fitness enthusiasts in Southeast Asia with a solution for finding the best fitness clubs, classes and instructors. 

The guide recently launched its innovative rating concept in New York and London, intending to revolutionize the fitness industry with a rating system that sets global excellence standards and provides helpful data.

“Now that we have a presence in three cities, we’re getting some really interesting insights into which markets are excelling, what they are doing well and where there are areas for improvement,” said Jack Thomas, co-founder of The Fit Guide and host of the Fitness Business Asia podcast. “This is where it gets very exciting, as this data will help the industry deliver consistently great experiences and will help people find the best clubs wherever they go.”

Highs & Lows

The Fit Guide notes that as it expands its footprint, Singapore has secured the most recipients of its 5-Star Award, identifying six winners of its highest accolade. 

The notable fitness clubs have been recognized for providing an outstanding fitness experience, which The Fit Guide says is a testament to Singapore’s commitment to fitness excellence.

The Fit Guide says that of the fifty clubs that it evaluated in Singapore, six received the 5-Star Award: Ritual’s Orchard club, R10T, XYCO, Ally, WeBarre on Telok Ayer and UFIT’s Club Street location.

“We’re thrilled to announce that Singapore has won the most five-star awards of our first three launch cities for The Fit Guide,” Thomas told Athletech News. “Singapore’s fitness industry has come a long way over the last decade and has a vibrant fitness scene now, with many international brands seeing it as an excellent entry point into the wider Asian market. With London and New York being more mature and established markets, Singapore can be very proud of this achievement.”

The city-state also achieved the highest score worldwide in The Fit Guide’s “Class Experience” category.

However, the guide says Singapore received the lowest score globally in the “Reception Services” category, indicating the need to improve pre- and post-class services.

Singapore also scored the most inadequate in the “Public Areas” category, which covers changing rooms, showers, reception areas and other communal spaces. According to The Fit Guide, addressing these areas of improvement will be imperative in maintaining Singapore’s position as a leading fitness destination.

“At The Fit Guide, our mission goes beyond celebrating excellence – our process and data also help us shed light on areas that can be improved,” Thomas said. “We hope that Singapore’s performance in pre-class service and sales, which performed poorer than our other launch cities, sparks positive conversations and drives meaningful change before our next round of visits in 2024.”

The Fit Guide Continues Worldwide Expansion 

Looking ahead, The Fit Guide will soon launch in Sydney and Dubai, furthering the global presence of the ranking system. 

Matt Lavender, co-founder of The Fit Guide and founder and CEO of Enlites, a hospitality consultancy, sees the addition of Singapore to the rating system as imperative to raising the bar in fitness services. 

“Having seen firsthand how globally recognized rating systems have raised the bar of excellence for hotels and restaurants, I was convinced that premium fitness clubs were in need of an equivalent,” Lavender said. “The huge response to our New York and London launches has left no doubt that The Fit Guide will indeed be a game changer for the fitness industry.”

This story has been updated with additional comments from Jack Thomas

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The Fit Guide has officially launched in London, bringing its global rating system to Europe’s vibrant fitness market.

The London launch follows The Fit Guide’s New York debut in April, with upcoming launches set for Singapore, Sydney and Dubai later this year.

The Fit Guide allows fitness enthusiasts and travelers an impartial and unbiased platform that reviews fitness studios and classes so fitness consumers can identify the best health and wellness experiences in the city of their choice.

Unlike many other rating platforms, the evaluations are independent and cannot be influenced or purchased by clubs. Each fitness studio receives an anonymous visit and is then evaluated over in 250 standards, including client journey, reception service, class experience, facilities, equipment and technology.

The concept was founded by fitness expert Jack Thomas and hospitality veteran Matt Lavender, who both recognized the need for an unbiased rating system for clubs and studios to serve as a fitness industry standard.

But The Fit Guide goes further than just rating facilities and classes. It also provides meaningful data that the fitness and wellness industry can utilize to enhance member offerings and scope out the competition.

“Now that we’re launching The Fit Guide in different fitness hubs around the world, it enables us to analyze our deep data set to see where the fitness industry is doing well and where we can improve,” Thomas told Athletech News.

“For example, 75% of London’s leading clubs conducted an injury check at some point before the class started, whereas only 29% of New York clubs hit this standard,” Thomas said. “However, when taking into account the complete client experience, New York gyms scored slightly higher than London, with more 5-Star Class Experience Award winners overall.”

Thomas sees The Fit Guide’s growing data set as a way to spark debate around important topics in fitness.

“We know it will have a positive impact on the industry,” he said. “I’m sure some healthy competition between clubs and regions will also help to raise standards, too.”

Of the fifty clubs in London evaluated by The Fit Guide, five achieved the highest accolade of The Fit Guide 5-Star Award for their exceptional overall experience. The 5-Star clubs include the Kensington and Oxford Circus branches of 1Rebel, the Central and Soho branches of Barry’s and Boom Cycle – Monument.

An additional 23 clubs in London received The Fit Guide 4-Star Award, whereas other leading clubs received special mentions deemed “recommended” by The Fit Guide.

The Fit Guide has also started a weekly newsletter with statistics and insights.

“Having spent a year developing and refining our standards and evaluation process, it was very satisfying to see it all come together with our hugely successful New York launch,” said Lavender. “I’m excited now to announce our London winners and take the next step towards The Fit Guide becoming the global benchmark for excellence in the fitness industry.”

Feature image courtesy of The Fit Guide

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Every business is ranked these days, from healthcare providers to restaurants, so why not fitness businesses? Enter The Fit Guide, a service that rates and celebrates fitness clubs crushing the game.

The rating system is beginning in New York and plans to expand internationally by the end of the year.

The Fit Guide was created by Jack Thomas and Matt Lavender, two experienced fitness and hospitality professionals with a combined 25 years of experience. During a casual conversation, they realized that, unlike restaurants and hotels with established rating systems, there isn’t a global authority providing a similar service for the fitness industry. 

Consider it similar to Zagat… but for gyms and fitness studios. 

Collaborating with hospitality and fitness industry experts, The Fit Guide covers over 250 objective standards, evaluating what it believes encompasses a truly premium fitness experience. The carefully created ranking system evaluates reception service, group class experience, facilities, technology and online presence. 

Thomas says the decision to launch The Fit Guide in New York, a city renowned for its lavish consumer experiences, has worked out well.

“We wanted our very first city to be the world’s premier market for boutique clubs and studios, which is why we chose New York,” Thomas tells Athletech News. “This has proven to be the right decision as the brands we’ve spoken to there really understand the importance of hospitality, community and creating an experience.”

Aside from providing fitness enthusiasts with a roadmap to finding the best fitness experience in their city, The Fit Guide’s rating system holds fitness businesses accountable, ensuring that they provide a positive experience. Gyms and studios are anonymously visited by The Fit Guide using an unbiased and independent approach, and the company stresses that unlike other popular ranking systems, The Fit Guide’s ratings cannot be bought or influenced.

Ultimately, The Fit Guide’s creators believe the system will help fitness businesses better serve consumers.

“Through my decades of experience in hotel, spa and restaurant evaluations I can confidently say that an extra layer of accountability is a huge step towards creating consistently great experiences,” Lavender says. “The fitness industry has been missing this up to now and we believe that the time is right to introduce a global standard that promotes excellence and recognizes the best clubs.”

Which NYC clubs got 5-star ratings?

Beginning in New York, The Fit Guide evaluated fifty clubs, with five receiving its highest honor, The Fit Guide 5-Star Award. According to the creators, the five-star rating reflects an exceptional overall experience.

Orangetheory Manhattan-Plaza District, Physique 57 Soho, F45 Lower East Side, MADabolic Brooklyn, and Fhitting Room Flatiron were credited with The Fit Guide 5-Star Award. 

As an example of how The Fit Guide reviews fitness spots, Fhitting Room’s Flatiron location received high marks for its instructor’s infectious enthusiasm and well-structured class. According to the Fit Guide, its pre-visit call to the club was also impressive. Even though the workout was challenging, the anonymous Fit Guide reporter noted that the Fhitting Room team made sure the exercises were scaled to a variety of abilities. The report revealed that Fhitting Room’s training area was clean and well-lit, and the equipment appeared high quality. The Fhitting Room also received a favorable evaluation for its free workout and shower towels as well as its in-class technology, which was noted as particularly useful. 

Twenty-three other fitness clubs and studios in New York were recognized for excellence, achieving The Fit Guide’s 4-Star Award. However, facilities and gyms that don’t reach the exclusive 5-star or 4-star ranking aren’t ignored; The Fit Guide says it offers “special mentions” to clubs that have been endorsed and rated. 

Thomas and Lavender assure that no detail is overlooked. The Fit Guide highlights facilities and the service they provide while also paying special attention to the experience for a fitness consumer, such as how the team and workout make a visitor feel from the moment they step inside until the moment they exit. 

Fitness clubs have private access to The Fit Guide’s data via an online portal where they can view a breakdown of their results across five categories. They can also select a comprehensive report highlighting all standards and observations, which The Fit Guide explains is an important tool for recognizing excellence and identifying areas for improvement. 

Owners and managers of health and fitness clubs can add their clubs to be featured in The Fit Guide, but before they are listed, they will be anonymously visited and evaluated. 

Lavender expressed excitement about bringing the same level of quality assurance concepts found in the hospitality industry to the premium fitness industry. According to Lavender, who its the CEO of Enlites, a hospitality consultancy, one of The Fit Guide’s goals was to create a professional, thorough and objective evaluation process.

“We’re proud to say that we have achieved just that,” he said.

It’s The Fit Guide’s deep data collection that Thomas is particularly excited about.

“Improving the fitness industry so we can all help more people live healthier, stronger lives is what drives us at The Fit Guide, but one element of our process that gets us really excited is the deep data set we’re collecting,” Thomas said.

“This will help us to educate club owners and operators and start positive conversations on how we can improve. For example, this week we highlighted the percentage of clubs across each city that are finishing classes late, which was higher than we expected. Each week we’re releasing industry stats and insights through our newsletter.”

While New York is the launching pad for The Fit Guide, the ranking system will soon launch in London and Singapore, and there are plans to expand to other leading fitness cities domestically and internationally by the end of the year.

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