Anytime Fitness Mexico

What Anytime Fitness Mexico does

Anytime Fitness Mexico is the Mexican master franchise operation of the global Anytime Fitness brand, conducted through Metrofitness S.A. de C.V. under license from Anytime Fitness, LLC (Woodbury, Minnesota, USA), a subsidiary of Self Esteem Brands, LLC. Mexican operations began in 2011 and have grown to 117+ independently owned and operated 24/7 fitness clubs serving consumer fitness enthusiasts across the country; globally the brand operates nearly 5,000 clubs across all seven continents. The company serves two end customers: individual fitness consumers (via club-level memberships) and franchise investors (entrepreneurs seeking to operate a single or multi-unit Anytime Fitness business).

Name

Anytime Fitness Mexico

Legal name

Metrofitness S.A. de C.V.

Website

https://anytimefitness.com.mx

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Anytime Fitness Mexico, operated by Metrofitness S.A. de C.V., runs 117+ independently owned 24/7 fitness clubs under license from the US parent. It recruits franchisees and serves consumer members through in-club services, a mobile app, and an online member portal.

Ownership category

akta.pro rank

Product category

Fitness Center Operations

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Fitness center franchises
• Gym membership services
• Personal training services
• Group fitness classes
• Franchise fitness network

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: Initial franchise fee of $785,000 MXN plus VAT charged to new franchisees for the right to operate an Anytime Fitness club
2. Membership Fees: Recurring membership fees charged to individual gym members at independently operated clubs. Each club sets its own pricing. Members gain 24/7 access to their home club and can use any club worldwide.
3. Royalty Fees: Ongoing royalty fees from franchisees based on club performance. Average annual EBITDA of $2,426,877 MXN per club demonstrates strong unit economics.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Anytime Fitness Mexico operates a 24/7 gym franchise network of 117+ independently owned and operated clubs across Mexico under the Metrofitness S.A. de C.V. master franchise. Members receive round-the-clock access to a home club plus reciprocal access to nearly 5,000 clubs worldwide, supported by personalized 1:1 coaching, group workout classes, an initial fitness orientation, and a mobile app with wearable integrations. The corporate entity also sells the franchise rights and provides site selection, construction, marketing, and ongoing operational support to franchisees.

Product overview

Anytime Fitness Mexico operates a 24/7 fitness gym franchise network with 117+ clubs open in Mexico, where each club is independently owned and operated. The core offering is 24-hour gym access with state-of-the-art equipment, supplemented by personal coaching services (1:1 Personal Training and Group Workout classes) and an initial Fitness Orientation at enrollment. Members are supported by the Anytime Fitness mobile App and an authenticated Member Portal (SSO). The company also publishes a Training Blog covering wellness and fitness content, and runs a Franchise Program for entrepreneurs. All offerings operate under the Anytime Fitness brand, with the parent company Anytime Fitness, LLC headquartered in Minnesota and the Mexican master franchise held by Metrofitness SA de CV.

Differentiator

Problem solved

Functional benefit

Products and services

• Anytime Fitness 24/7 Gym Membership

Quantifiable outcome

• 31-39% profitability for franchise clubs
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Anytime Fitness, LLCcoreOthersMaster franchisor based in Woodbury, Minnesota, USA (111 Weir Drive). Provides global brand, operational frameworks, technology platforms, and ongoing support to the Mexican master franchisee (Metrofitness S.A. de C.V.). The core trademark licensor and brand owner.
• Self Esteem Brands, LLCcoreTechnology or IntegrationParent company of Anytime Fitness providing strategic direction, brand management, and corporate support services to the franchise system including technology and operational innovations.
• Edge Billing, S.A. de C.V.minorOthersBilling and payment processing services provider handling membership billing, recurring payments, and financial transaction management for Anytime Fitness Mexico clubs.

Scale indicators8 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Curves: Women's-focused small-box fitness franchise with international presence. Comparable franchise-based expansion model and similar member demographic overlap in the mid-market segment.
• Orangetheory Fitness: Boutique fitness franchise with growing presence in Mexico. Competes for discretionary fitness spending with a premium, results-oriented positioning targeting a higher-income consumer segment.
• Gold's Gym Mexico: Established fitness franchise operating in Mexico under the global Gold's Gym brand. Similar international franchise model and middle-market positioning make it a closely comparable peer.
• Smart Fit: Latin America's largest fitness chain operating in Mexico with a similar low-cost, scaled club model. Smart Fit is the most direct head-to-head competitor for Anytime Fitness Mexico's value-conscious consumer segment.
• Planet Fitness: Global low-cost 24/7 fitness franchise with the most directly comparable business model to Anytime Fitness. Operates in multiple countries with similar value proposition targeting mainstream fitness consumers.
• Sport City: One of Mexico's largest premium fitness chains with multi-club presence. Competes with Anytime Fitness Mexico across overlapping urban consumer segments with broader amenity offerings.
• Snap Fitness: 24/7 small-box fitness franchise with global presence. Closely mirrors Anytime Fitness's franchise model, club format, and access-based value proposition for the mass-market consumer.

Broad incumbents

• LA Fitness: Large traditional US-based fitness chain with multi-club model. Provides a benchmark for scaled fitness operations and competes indirectly in the broader mid-market fitness category.
• Equinox: Premium global fitness brand operating luxury clubs. While not a direct competitor to Anytime Fitness Mexico's mass-market positioning, it anchors the high end of the same industry and competes for top-tier consumer share.

Emerging players

• Apple Fitness+: Subscription-based digital fitness platform from Apple. Represents the emerging digital fitness category that could cannibalize in-club memberships over time, particularly for younger and tech-forward consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/anytimemexico
• Facebookfacebook.com/AnytimeFitnessMexico
• LinkedInlinkedin.com/company/anytimefitnessmexico

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Anytime Fitness Mexico