WORKOUT ANYTIME's Unique Approach to Real Estate Sets it Apart

Ask any franchisor worth his or her salt how important real estate is to the success of a business and you’ll probably receive the same answer: very.

“Other than the concept and the model, it’s the most important thing,” said Randy Trotter, vice president of development for 24-hour fitness franchise WORKOUT ANYTIME. “If you go in with a bad lease or a bad site, it will ruin your business before it even gets off the ground.”

That’s why the team at WORKOUT ANYTIME is laser-focused on making sure each new franchise site meets a strict list of criteria, ranging from demographics and income levels to population density parking and access.

However, the brand has also set itself apart by concentrating on opening locations in very specific areas.

“The No. 1 reason people join a fitness club is for convenience,” Trotter said. “Our niche is shopping centers anchored by grocery stores. These are the types of locations have a more neighborhood feel than the big box guys. It takes the convenience aspect to another level.”

It’s the fact that WORKOUT ANYTIME is not a big box gym that allows it to stay nimble in the constantly shifting real estate market. As chains like Blockbuster and Radio Shack close up shop, the vacant storefronts are often located in areas ideal for a WORKOUT ANYTIME location.

“They leave a nice footprint for us,” Trotter continued. “Little demolition is involved, so we can open much quicker, and we negotiate on behalf of the franchisee, often getting the first 6 months of rent free.”

Whereas many gym concepts are forced to seek out much larger areas to open up shop due to parking restrictions, often far away from convenient neighborhood centers, WORKOUT ANYTIME is able to slip in and offer greater accessibility to potential members.

“Also, some people just don’t like the big box feel,” Trotter added. “We sign a lot of people up because of the atmosphere of our places, not to mention the lower rate and the month to month contracting.”

Trotter takes pride in the fact the brand is on the frontlines with franchisees in seeking out prime real estate. Working with specialized local brokers and the franchisees themselves, Trotter flies out himself to scout locations and weigh the different options.

“The way we do it, we look at the franchisee and try to keep him or her within 45 minutes of home unless they want something different,” Trotter said. “The great thing is the concept can succeed anywhere. Having over 80 locations opened, our top two locations are in Buffalo Grove in Chicago a densely populated market and in Sumter, S.C. a small town – very different areas. So, as a franchisee, you can go anywhere.”