Re-creating the gym experience
This ‘gym for real people’ is out to make a name and niche for itself in the Philippines
Not everyone is comfortable going to the gym, but Anytime Fitness promises to make the gym feel like home. The global fitness club chain recently launched its first gym in Manila, and is set to open dozens more in the country as fast as prospective franchisees come in.
‘The gym for real people’
“We believe that the Anytime Fitness concept is a perfect fit for consumers in Asia who are looking for a convenient, non- intimidating and value- oriented place to exercise,” says John Kersh, vice president of International Development at Anytime Fitness. “Anytime Fitness also offers a unique and low-cost alternative for Asian entrepreneurs looking to enter this fast-growing industry,” he says.
The Anytime Fitness concept is as follows: the gyms are open 24/7, which means you’ll never have an excuse to miss your workout, even on busy days; the gyms are located near communities, within walking distance of most residential areas; and the gyms have a nonintimidating atmosphere and friendly personal trainers, which help create an environment to make one feel right at home. “We’re not the aspirational gym for the elite athlete; we’re the gym for real people,” emphasizes Maurice Levine, master franchisee for Anytime Fitness Asia.
Aside from accessibility, safety is another important factor for Anytime Fitness. The special electronic access keys issued to members allows that one key opens the doors to over 2,600 Anytime Fitness gyms around the world.
Now in the Philippines
Anytime Fitness opened its first gym in the Philippines last October in Pioneer Center. “The gym in Pioneer is quickly reaching capacity. We are expecting another six gyms opening in the next few months and even more expected to open throughout Asia, including China, Malaysia, Hong Kong, Singapore and Taiwan,” says Eric Keller, vice president of International Franchise Support at Anytime Fitness.
“We vow to our members that we will out-care our competition, create memorable membership experiences, and live up to the Anytime Fitness vision of improving the self-esteem of the world, one member at a time. The gyms will feel like home,” promises Levine.
Specific club locations include communities where the market for an Anytime Fitness club exists but where no health clubs are currently located. Membership fees are attractive and reasonable, at 2,300 a month for a 12month membership, and 2,100 a month for an 18-month membership.
Similar to Anytime Fitness gyms in the U.S., the gyms in Asia will be approximately 3,500 to 5,000 square feet, or about 300 to 500 square meters. Each gym features a wide variety of cardio equipment, strength training machines, personal trainers and industry leading programs and classes. And virtual personal training is available anytime, especially useful for after hours or 10 p.m. onwards.
Good news for franchisees
With over 2,600 gyms in 20 countries, Anytime Fitness is the world’s fastest- growing fitness club chain and the largest co-ed fitness network in the world. Ranked the world’s #1 franchise by “Entrepreneur Magazine” for 2014, Anytime Fitness has knocked such franchise icons as Subway, McDonalds and Pizza Hut off the top spot with its proposition of 24- hour communitybased gym facilities.
The initial franchise fee is $60,000, which includes the design manual and consultations about the site, demographics, vendors and suppliers, and more. There is a monthly fee of $1,895 thereafter, which covers oneon- one training and virtual connection through the franchisee dashboard. “You don’t have to be in the gym industry to open a gym,” assures Levine, adding that “almost all our first franchisees end up opening their second and third gyms.”
The group is so confident about their concept and service, Levine points out that, “Our real competition is apathy. There is very small gym penetration in the country right now, but obesity is high. The system here is responsive, not preventive, and we want to change that.” Anytime Fitness is poised to get Filipinos to a healthier lifestyle in gyms that are fun, comfortable and affordable, one franchisee at a time.