Anytime Fitness

What Anytime Fitness does

Anytime Fitness is a privately held 24/7 fitness franchise founded in 2002 by Chuck Runyon and Dave Mortensen, currently operating under parent company Purpose Brands LLC. The brand operates more than 5,800 independently owned and operated clubs across over 40 countries, serving approximately 5-6 million members globally and offering reciprocal access so that a single membership works at any location worldwide. The platform is anchored by a mobile app (iOS and Android) that integrates with Apple Fitness+ content, supports personalized workout planning, and connects members to local coaches under the company's "Coach. Care. Connect." model. Core products include 24/7 club access (avg. ~$53/month membership), personal and group training (Base, Burn, Build formats), structured programs like the Transformation Challenge and 21-Day Reboot, branded merchandise via shop.anytimefitness.com, and corporate wellness programs through an Employee Wellness channel.

Revenue mechanics are split between franchisor-level streams — upfront franchise fees (startup costs of $458,826-$907,607 per location), ongoing royalties, e-commerce, brand sponsorships, and the Preferred Vendor Program — and franchisee-level streams of recurring membership dues, training services, and add-on retail. The franchisor entity, Anytime Fitness Franchisor, LLC, is headquartered in Minnesota with billing delegated to ABC Financial. Distribution is multi-tiered: corporate franchisor, master franchisees (e.g., ABFit in Saudi Arabia, Rhone Fitness in Kuwait), regional agents (e.g., Inspire Brands Asia for Taiwan), and individual franchisees. The company-level headcount is not disclosed publicly, while Purpose Brands as a whole serves 6M+ members across 7,000+ locations. Customers are individual fitness consumers globally; brand sponsorship partnerships (e.g., Canadian Football League, Dylan Alcott Foundation) are promotional rather than revenue-anchoring.

Recent strategic posture emphasizes international expansion in the Middle East and Asia Pacific, with new market entries in Dubai, Saudi Arabia, Kuwait, Taiwan, Thailand, and Morocco during 2024-2026, alongside a digital partnership with Apple Fitness+ and a Technogym equipment partnership for premium Gulf locations. The brand received the Franchise of the Year award at Beyond Activ World 2026 and its co-founders were inducted into the 2026 HFA Hall of Fame. A publicly stated goal targets 10,000 clubs and 10 million members by 2030.

Name

Anytime Fitness

Legal name

Anytime Fitness, LLC

Website

https://anytimefitness.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Anytime Fitness is a privately held 24/7 fitness franchise operating 5,800+ independently owned clubs across 40+ countries, serving ~6 million members under parent company Purpose Brands LLC through a global reciprocal-access membership model.

Ownership category

akta.pro rank

Product category

Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• 24/7 fitness centers
• Gym membership services
• Personal training programs
• Fitness franchise opportunities
• Wellness app subscriptions

Headquarters

HQ city

Hastings

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Gym Membership Subscriptions: Recurring monthly membership dues averaging $53/month per location, with 6, 12, and 18-month contract options; billed by independently owned franchisees through ABC Financial billing platform.
2. Franchise Fees and Royalties: Upfront franchise fees plus ongoing royalties from independently owned franchisees; total startup costs range $458,826 to $907,607 per location with recommended minimum net worth of $380,000.
3. Personal and Group Training Services: Revenue from personal training (1:1), small group training (2-4 people), and team workouts (5+ people) sold as add-on services to memberships.
4. Branded Apparel and Merchandise: E-commerce sales of Anytime Fitness branded apparel, accessories, and drinkware through the company's own online store (shop.anytimefitness.com), with marketplace for third-party vendors.
5. Sponsorship and Partnership Revenue: Brand partnership and sponsorship revenue, including high-visibility sports sponsorships (e.g., Canadian Football League 2026 season partner roster, Ability Fest 2026).

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Anytime Fitness sells 24/7 gym-club memberships through a global franchise network of 5,800+ independently owned and operated locations across 40+ countries, providing reciprocal access to cardio and strength equipment, group workout spaces, and personal/group training. Memberships are supported by the Anytime Fitness mobile app, which integrates Apple Fitness+ content and personalized workout plans, and are augmented by in-club coaching (Coach Care Connect), structured group classes, branded apparel, and corporate wellness programs.

Product overview

Anytime Fitness operates a platform-plus-modules architecture anchored by its 24/7 fitness club membership and the Anytime Fitness App (iOS/Android). The mobile app integrates Apple Fitness+ content and powers Coach Care Connect for member engagement. Core club membership is augmented by Personal Training services, Group Workouts (Base, Burn, Build), the Anytime Fitness Shop (retail apparel and accessories), and recurring challenge programs including the Transformation Challenge, the 6-Week Don't Sweat It Challenge, and the 21-Day Reboot. Anytime Fitness operates under parent company Purpose Brands alongside sister brands Orangetheory, The Bar Method, and Waxing the City, and runs a Preferred Vendor Program as a B2B offering.

Differentiator

Problem solved

Functional benefit

Brands

• Anytime Fitness App: The Anytime Fitness mobile application for members, offering workout planning, training plans, progress tracking, and access to club features.

Products and services

• Anytime Fitness Club Membership Recurring 24/7 membership providing key-fob access to cardio and strength equipment, group workout spaces, and member amenities at any of the 5,800+ independently owned Anytime Fitness clubs worldwide; average $53/month with 6, 12, and 18-month contract options.
• Anytime Fitness App Mobile application (iOS and Android) for members offering personalized workout plans, progress tracking, Apple Fitness+ content access, and Coach Care Connect communication with in-club coaches.
• Personal Training One-on-one coaching service sold at Anytime Fitness clubs, providing members with individualized workout programming, technique coaching, and accountability as an add-on to membership.
• Group Workouts (Base, Burn, Build) Three structured in-club group training formats covering strength, conditioning, and hypertrophy-style sessions offered as part of the Anytime Fitness member experience.
• Transformation Challenge Multi-week structured fitness challenge program featuring Evolt body composition scans and a points-based tracking system to measure and motivate member progress.
• Anytime Fitness Shop Branded e-commerce storefront selling Anytime Fitness apparel, accessories, drinkware, and Nike collaboration items to members and the public, with a third-party vendor marketplace.
• Employee Wellness Program Corporate channel offering that sells Anytime Fitness access to employers as a workforce wellness / employee benefits package, leveraging the global reciprocal club network and digital content.
• Anytime Fitness Franchise Opportunity Franchise offering for entrepreneurs to own and operate an Anytime Fitness club under license, with startup costs of $458,826 to $907,607, a recommended minimum net worth of $380,000, and median franchise profit of $394,973 per year.

Quantifiable outcome

• 5,800+ gyms worldwide, accessed by ~5-6 million members in 40+ countries
• +5 more outcomes

Named customers2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• Canadian Football League (CFL)coreGTM or Marketing Partner · 11 June 2026Renewed corporate partnership for the 2026 CFL season as one of 50+ brand partners. Activations include holiday weekend celebrations, fan engagement initiatives, and branded content tied to marquee events, culminating in the 113th Grey Cup at McMahon Stadium in Calgary on November 15, 2026.
• Dylan Alcott Foundation / Ability FestcoreGTM or Marketing Partner · 18 April 2026Returned as partner of Ability Fest 2026, Australia's premier accessible music festival. Anytime Fitness delivers the Glitter Bar activation and locker facilities in Melbourne. Continues supporting the foundation's Shift 20 initiative, which promotes representation of people with disability in media and marketing. Festival has raised $1.5M+ for the foundation since 2018.
• Rhone FitnesscoreChannel Partner/ Reseller/ Distributor · 10 February 2026Regional fitness operator Rhone Fitness secured exclusive franchise rights for Anytime Fitness in Kuwait, expanding an existing partnership. Rhone already operates Orangetheory Fitness across the GCC. First Anytime Fitness location planned before end of 2026, with growth over the following 12-36 months.
• Apple (Apple Fitness+)flagshipStrategic or Co-development Partner · 26 December 2025Anytime Fitness and Apple Fitness+ are teamed up to create a personalized wellness experience. New members can get up to 2 months of free Apple Fitness+ access via the Anytime Fitness mobile app; existing members receive 3-month access. Free workouts include meditations, mindful cooldowns, and personalized fitness plans integrated into the Anytime Fitness App. Available to US and Canadian members.
• Inspire Brands AsiacoreStrategic or Co-development Partner · 2 December 2025Supporting Anytime Fitness Asia's regional agent expansion in Taiwan. Plans to open a dozen new clubs in Taiwan within the next year through experienced franchisees.
• ABFitflagshipChannel Partner/ Reseller/ Distributor · 6 November 2025Master franchise agreement expanding Anytime Fitness into Saudi Arabia. First club opening in Riyadh in spring 2026, aligned with Saudi Vision 2030. Plan to open 60+ clubs across Saudi cities over six years.
• TechnogymcoreTechnology or Integration · 24 October 2025Partnership to provide state-of-the-art connected fitness equipment in Anytime Fitness clubs, starting with the first Dubai location. Supports expansion plan across Dubai and the wider Middle East.
• AkcelocoreGTM or Marketing Partner · 25 July 2025Akcelo appointed agency of record by Anytime Fitness Australia to drive marketing transformation across brand, customer experience, digital, social, and CRM. Building on the Day Zero Sale (most successful sales campaign in brand history) and Tread As One national PR (90.5M earned reach). Goal is to inspire one million healthier lives by 2030.
• ABC Financial (Services)coreTechnology or IntegrationABC Financial hosts all payment information and processing for Anytime Fitness, providing billing services, payment management, and customer support. Members can contact ABC at 1-888-827-9262 to update billing and resolve payment issues.
• Dr. B (HSA/FSA Telehealth Partner)minorImplementation/ SI/ Consulting PartnerPartnership enabling Anytime Fitness members to qualify for HSA/FSA use on memberships via a $15 Dr. B virtual consultation that can provide a Letter of Medical Necessity.
• ExPRO Fitness Summit & FestivalminorGTM or Marketing PartnerPartnership with Australia's biggest outdoor fitness festival returning to Scarborough Beach, November 21-22. Event unites the fitness community with workouts, wellness activities, workshops, and entertainment.
• Global Wellness Institute (GWI)coreStrategic or Co-development PartnerCo-produced regional report on Australia's wellness market (valued at $194.4B, 7.5% of GDP, ranking 10th globally), highlighting wellness real estate growth and generational shifts in wellness spending.
• Purpose Brands Family (Orangetheory Fitness, The Bar Method, Waxing the City)flagshipStrategic or Co-development PartnerAnytime Fitness is a member of Purpose Brands, a family of purpose-driven wellness brands. Co-branded portfolio serving 6M+ members across 7,000+ locations in 40+ countries. Sister brands include Orangetheory Fitness, The Bar Method, and Waxing the City.

Scale indicators11 records

Recent moves13 records

Expansion highlights7 records

Direct peers

• Planet Fitness: Largest low-cost 24/7 fitness franchise in the world. Planet Fitness directly competes with Anytime Fitness for the same budget-conscious, all-hours gym consumer, and is the most relevant comparable on unit count, franchise model, and price point.
• Snap Fitness: 24/7 compact-format fitness franchise with a similar franchise-led distribution model and reciprocal global access concept. Closely comparable to Anytime Fitness in club size, membership model, and international footprint.
• Crunch Fitness: Multi-tier fitness franchise offering low-cost, signature, and premium gyms. Directly competes with Anytime Fitness in the value-to-mid-tier 24/7 gym category across the U.S. and select international markets.
• F45 Training: Global functional training fitness franchise with hundreds of studios. Comparable to Anytime Fitness as a franchise-led fitness brand targeting mass-market consumers, though F45 focuses on group functional training versus AF's 24/7 open-gym model.
• Orangetheory Fitness: Heart-rate-based group fitness franchise. A direct franchise-led fitness peer, and notably a sister brand under Purpose Brands alongside Anytime Fitness, making it a uniquely close comparable for benchmarking unit economics and member behavior.

Broad incumbents

• Life Time Group: Publicly listed, large-format, multi-service fitness operator with clubs across the U.S. Comparable to Anytime Fitness on scale and the breadth of wellness offerings (training, recovery, spa), though at a premium price point.
• Equinox: Premium fitness operator including Equinox clubs, SoulCycle, and Blink. Adjacent comparable for understanding high-end positioning, though Equinox is corporate-owned and serves a different price point than Anytime Fitness.
• Gold's Gym: Iconic global fitness brand with both company-owned and franchised gyms. Comparable to Anytime Fitness as a long-established, internationally franchised gym brand, though Gold's is positioned more in the mid-to-premium tier.
• 24 Hour Fitness: Large 24-hour fitness chain in the U.S. with broad geographic coverage. Comparable to Anytime Fitness on the 24/7 access proposition, though primarily corporate-operated rather than franchise-led.

Regional players

• Basic-Fit: Largest low-cost fitness chain in Europe. Comparable to Anytime Fitness on the 24/7 low-cost access model, but primarily serves European markets rather than competing head-to-head in the U.S.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AnytimeFitness
• YouTubeyoutube.com/user/AnytimeFitnessLLC
• Facebookfacebook.com/AnytimeFitness
• LinkedInlinkedin.com/company/anytime-fitness
• Instagraminstagram.com/anytimefitness
• Pinterestpinterest.com/anytimefitness
• TikToktiktok.com/@anytimefitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Anytime Fitness