Workout Anytime Enjoys Record-Breaking Franchise Growth in 2018

As the demand for fitness that fits a need continues, Workout Anytime continues to deliver. Since its start in 1999, the brand has been embraced by members (more than 270,000 and counting) and the franchise community (80 owners and counting). In 2017, the Atlanta-based fitness franchise signed on 43 new franchisees and grew with existing owners to open 29 additional locations.

“There is incredible growth in fitness, and in the value segment in particular,” said Mark de Gorter, chief operating officer of Workout Anytime. “Value memberships grew 69 percent in 2017, nearly three times more than the premium segment and 35 times greater than the mid-level concepts. We have added more than 13,000 new members per month for all of 2017.”

This growth was due in large part to the brand’s commitment to opening new clubs and growing its footprint across the United States. In 2017, 43 new clubs joined the system, at a pace of almost three new clubs per month. By the end of 2017, Workout Anytime had 143 clubs open across the country.

“With any franchise company, it takes time to grow. It took us nine years to get to 50 units, but just two more to get to 100, and it will take us just two more to get to 200,” said Randy Trotter, senior vice president of development. “We’ve really hit a stride and have a lot of organic growth from both inside and outside the system. We opened a location in Buffalo Grove, Illinois about six years ago and now we have half a dozen clubs up there. Over time, you plant one seed and we’re able to grow around it.”

In addition to its franchise growth, one of the key initiatives for Workout Anytime in 2017 was growth of online enrollments. To do that, the brand streamlined the user experience on the website and launched a $1 enrollment offer, resulting in a year-over-year increase of more than $200,000 in membership revenue per month.

The brand isn’t stopping there though, and has set goals for 2018 including improved training, new uniforms and overarching national marketing campaigns to help drive membership revenue at the local level. The brand recently established a national program to provide a high-quality Nike designated uniform package at virtually the same prices paid previously for non-branded apparel.

“The fitness industry as a whole is slated to grow 1.5 percent between now and 2022, and research is pointing to the fact that franchises will grow twice that rate,” said de Gorter. “We are uniquely positioned from both a customer and a franchise standpoint. We’re growing in both areas and have strategic plans to capture more market share in the years to come.”