Workout Anytime is a triple threat. With convenience, quality and a top-notch business model, this Atlanta-based brand has proven its staying power—even when matched up against franchise giants like Planet Fitness.
Since the brand’s inception in 1999, their key to success has been simple—they stay competitive by focusing on what matters, and according to Randy Trotter, the vice president of development for Workout Anytime, this has helped them hold their own in a market that’s become increasingly competitive.
“The value-priced fitness model is the future of the fitness business, and it’s a very profitable option for franchising,” Trotter said. “And as potential owners start considering entering into the fitness industry, we believe that after doing their research, becoming a Workout Anytime franchisee becomes the clear choice—that’s the value of our triple threat.”
For Workout Anytime, this starts with careful site selection. The brand focuses on convenience and easy access, which can be a hurdle for larger clubs that have to contend with higher rent and larger space requirements. This can push larger full-service gyms into less-than-desirable spots, or into congested “big box” locations. Workout Anytime also focuses on neighborhood locations that are easily accessible and are centrally located in the surrounding community—and members appreciate that extra level of consideration.
Members also enjoy Workout Anytime’s take on the value-priced fitness model. Unlike other competitors’ models of approximately $40 a month with a two-year commitment, Workout Anytime offers memberships starting at $15 a month on a month-to-month agreement. Trotter believes that in a world filled with overpriced membership fees, huge initiation fees and contracts with very little wiggle room, this has become a huge selling point for the brand.
“The lower membership cost makes a straight comparison to other fitness clubs a simple choice—Workout Anytime is value-priced, and doesn’t have long-term, constrictive contracts,” Trotter said. “For our model, we don’t think our members need to pay for pools or any amenity they won’t be using.”
But while convenience and value are huge factors behind Workout Anytime’s continued success, at the root of what makes this brand really work is that the facility excels at what members want most—results. Workout Anytime locations are more than a room full of cardio machines. A combination of cardio, circuit training, free weights and a new personal training program continually drive and encourage members to reach the results they want: losing weight, gaining muscle and increasing overall health.
As Workout Anytime continues to expand, with more than 100 location to date across the U.S., Trotter believes that all of these reasons—location, convenience, price point and a focus on result—makes the Workout Anytime model incredible for both members and franchisees. In the years to come, no matter where the brand establishes itself next, Trotter believes the model will continue to prove itself time and time again.
“More than 60% of our franchisees own multiple clubs—that speaks volumes to the strength of our model. Our model is uniquely suited to succeed—even flourish—under competition. Simply put, our model beats their model. Those who do their homework go with Workout Anytime,” Trotter said.To learn more about Workout Anytime, click here.