WHEN YOU THINK of the world’s biggest franchises, a gym chain doesn’t instantly spring to mind but the modern fitness industry is thriving and Anytime Fitness’ explosive growth reflects that.
As the fastest growing health club franchise in the world, Anytime Fitness is quickly becoming the market leader and they’ve brought their low-cost and unique model to Ireland for the first time.
As the evenings draw in, finding the the motivation and incentive to spend an hour in the gym after work can often be difficult but Anytime Fitness pride themselves on convenience.
When the market is as crowded and competitive as it is, differentiating yourself from the competitors is paramount and Anytime Fitness’ 24-hour opening and emphasis on the customer gives them an advantage.
Yet there are already several gyms offering round-the-clock opening hours, low membership fees and online resources but what makes Anytime Fitness unique is their ownership structure.
The company’s first gym in Ireland, which is located in Dún Laoghaire, is owned by an individual franchisee from which he manages it under the Anytime Fitness umbrella.
“We tend to have locations near where people work or live,” Diane Vesey, Director of European Operations at Anytime Fitness, told The42. “We pride ourselves on convenience, multi-use, smaller and more personal gym.
“While the independent owners have the benefit of using all our systems and resources, they have invested in the business themselves to tend to be more attentive and personal than a regular gym chain.
“There are so many good gyms out there but we genuinely care about our members and attention to detail is important. We are a lower-cost gym model but we don’t need a certain amount of members to break even like our competitors.”
Located on Kill Avenue in the South of Dublin, Anytime Fitness’ first Irish gym has been open for little more than a couple of months but already the company’s decision to expand to these shores is paying dividends.
There has been a noticeable shift in the mindset towards exercise and healthy living in this country and that was one of the primary reasons why the global gym chain were keen to enter the Irish market.
“Like every other country, people want to be healthier here and working out in gyms is part of that. We thought there was a gap in the market for a mid-price offering that’s affordable and convenient option.
“So many gyms are located out of town or in industrial estates and we want to change that. Our venues are situated near houses and built-up areas and we’ve had a great response so far.
“Dún Laoghaire is a great location as there is a college opposite and we knew there were X amount of houses in the area to tap into.”
As a hugely successful brand, it’s no surprise Anytime Fitness now have major plans for their franchise in Ireland.
A new gym is opening in Hueston South Quarter in December and the company are already engaging with landlords in towns and villages around the country about acquiring potential sites.
They want to bring low-cost, yet personal, gyms to lower populations areas and hope to open up to 50 venues across the island.
It’s a bold vision, particularly given the large number of gyms already dotted around the country, but they have the resources and means to become the leading fitness club chain in Ireland – as well as around the world.
“We want locations close to housing estates, office blocks, supermarkets and villages,” Vesey continued. “We’re constantly looking at provincial type towns and counties – Navan, Sligo, Drogheda and Galway are just some examples.”
“But we’re not just in it for the business. We like to engage with the local community and become part of it. You can avail of two free personal training sessions when you join and once you’re a member, you can use any of our gyms around the world.”
Anytime Fitness’ opening hours is another attraction for potential clients. While working out at 2am in the morning is certainly not everyone’s preferred time, you can be assured there will members on the gym floor at all hours of the day.
The gym is staffed for most of the day and there is a security guard on duty for the night to ensure the property and its members are safe whatever time of the day.
It’s all part of Anytime Fitness’ emphasis on customer service. A new mobile application is near completion for members to track their usage and receive expert advice while individual changing cubicles, free parking and knowledgeable staff are all available in Dún Laoghaire.
But when nearly every gym offers the same service, what makes Anytime Fitness so successful?
“The reason is convenience,” Vesey explains. “Easy to access, affordable and fun. We ensure going to the gym isn’t a chore but an experience.
“We’re smaller, friendlier and a neighbourhood style gym and we’re looking for new sites in Ireland all the time.”
All you need to know:
Locations: Dún Laoghaire
Annual membership: €350
Day passes: 3 free days available online
Free classes: Yes
Personal training: Yes
Locker room and showers: Yes
Swimming pool, sauna etc: No
Free parking: Yes
For more information on Anytime Fitness gyms, their locations and memberships packages, click here.
If you think your gym would like to feature in our weekly series, you can email ryan@the42.ie.
