Anytime Fitness New Zealand

What Anytime Fitness New Zealand does

Anytime Fitness New Zealand (legal entity Anytime NZ Ltd) is the New Zealand master franchisee of the global Anytime Fitness brand, headquartered in Hamilton with 36 corporate employees. It operates an exclusively franchise-based network of 60 independently owned and operated 24/7 gym locations across New Zealand, marketed under a unified brand with standardized technology, pricing guidance, and global club access benefits.

The technology stack centers on the AF App (relauched 2024), which provides smartphone-based gym entry via the AF Access Pass, AI-generated personalized workout plans, a Busy Meter for real-time gym occupancy, and integration with Apple Health Kit and Google Fit. Club-level technology includes Evolt 360 body composition scanners at select sites and the Membr platform for online membership signup. Membership pricing is set at the club level within brand guidelines, typically ranging from NZD $17.95 to $22 per week, with subscription, multi-month commitment, paid-in-full, corporate, and student/senior tiers available.

The business model combines franchise royalties and technology licensing at the master level with consumer subscription revenue at the individual club level. The primary customer segment is individual fitness consumers seeking flexible 24/7 access, supplemented by corporate wellness clients and demographic-specific discount segments. A network of independent personal trainers operating inside the clubs adds ancillary service revenue. The 2025 Canstar Blue award reinforced the brand's positioning as New Zealand's top-rated gym.

Name

Anytime Fitness New Zealand

Legal name

Anytime NZ Ltd

Website

https://anytimefitness.co.nz

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Anytime Fitness New Zealand is the Kiwi master franchisee of the global Anytime Fitness gym brand, operating 60 independently owned 24/7 fitness clubs across New Zealand under unified branding, technology, and franchise systems.

Ownership category

akta.pro rank

Product category

Fitness Centers / Health Clubs

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industry

Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• 24/7 gym access
• Gym franchise operations
• Personal training services
• Group fitness classes
• Body composition scanning

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: Weekly, bi-weekly, or monthly subscription-based memberships providing 24/7 gym access. Pricing varies by location, membership type (Healthy Habits 6/12/18 month, Lifestyle, Paid In Full), and available promotions. Members receive global club access as part of standard membership.
2. Personal Training Services: Independent personal trainers operate within clubs offering one-on-one and small group training sessions. Trainers pay fees or revenue share to the franchisee for club access and client referrals.
3. Corporate Memberships: Specialized membership packages offered to employers and organizations, providing employee wellness benefits with discounted rates for select corporate partners.
4. Supplementary Services: Additional revenue from body composition scans, group fitness classes, merchandise, and supplements sold at select locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Anytime Fitness New Zealand operates a franchise network of 60+ independently owned 24/7 gym clubs across New Zealand, sold as weekly/bi-weekly/monthly subscription memberships that include access to over 5,000 Anytime Fitness clubs worldwide. The core offering is augmented by the AF App (AI-powered workout plans, smartphone gym entry via AF Access Pass, real-time Busy Meter) and add-on services such as personal training, group fitness classes, Evolt 360 body composition scans, and remote coaching at select locations.

Product overview

Anytime Fitness New Zealand operates as a franchise-based gym network offering 24/7 fitness access through independently owned and operated club locations. The core product is the 24/7 Gym Membership, enhanced by the Anytime Fitness App (AF App) — a mobile application launched in 2024 featuring AI-powered personalized workout plans, AF Access Pass for smartphone-based gym entry, and the Busy Meter for real-time occupancy tracking. Additional services include personal training, group training classes (such as CrossFit and Hyrox-style conditioning), Evolt 360 body composition scanning, remote coaching, and Wexer virtual studio classes at select locations. The company also offers franchise opportunities for entrepreneurs wanting to open Anytime Fitness locations.

Differentiator

Problem solved

Functional benefit

Products and services

• 24/7 Gym Access Membership Core subscription membership providing 24-hour access to gym facilities at the member's home club, with additional access to over 5,000 Anytime Fitness clubs globally. Sold as weekly, bi-weekly, or monthly subscriptions with tiered options (Healthy Habits 6/12/18 month, Lifestyle, Paid In Full) at prices starting from $17.95 per week depending on club location.
• Anytime Fitness App (AF App) Free mobile application providing 24/7 gym access via smartphone (AF Access Pass), AI-powered personalized workout plans, real-time Busy Meter for gym occupancy, progress tracking, and access to over 1,000 workouts. Includes optional Apple Health Kit and Google Fit integration. Available on Apple App Store and Google Play.
• Personal Training Services One-on-one and small group coaching with certified personal trainers at each club location, offering customized workout programs, accountability, and expert guidance. Trainers operate as independent contractors within clubs with revenue share to the franchisee.
• Group Training Classes Scheduled fitness classes offered at select Anytime Fitness locations across New Zealand, including strength training, beginner CrossFit, Hyrox-style conditioning, team workouts, and Wexer Virtual Studio Classes.
• Evolt 360 Body Composition Scanning Advanced body composition analysis service available at select Anytime Fitness locations, providing detailed measurements including body fat percentage, muscle mass, metabolic age, and other health metrics to track fitness progress.
• Remote Coaching Virtual coaching service available at select Anytime Fitness locations, providing members with personalized fitness guidance and support remotely through digital platforms.
• Anytime Fitness Gym Franchise Opportunity Franchise business opportunity offering entrepreneurs the right to own and operate Anytime Fitness gym locations, with access to brand support, operational systems, training, and the global 5,500+ club network.

Quantifiable outcome

• 5-Star rating in Overall Satisfaction at 2025 Canstar Blue Awards
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature5 records

Partnerships

One partnership is on record.

• Self Esteem BrandscoreStrategic or Co-development PartnerParent company of Anytime Fitness franchise. Self Esteem Brands provides brand ownership, operational systems, training, technology platforms (app, access systems), marketing support, and global franchise network coordination. Anytime Fitness NZ is a master franchisee operating under the Self Esteem Brands umbrella.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Jetts Fitness: 24/7 budget gym franchise chain operating across New Zealand and Australia with no-contract memberships — directly competes with Anytime Fitness NZ on price, hours, and franchise-led unit growth.
• Snap Fitness: Global 24/7 franchise fitness club with multiple NZ locations offering low-cost memberships and global reciprocal access — same franchise-led, 24/7, low-price value proposition as Anytime Fitness NZ.
• CityFitness: New Zealand-based low-cost gym chain with multiple locations, offering affordable memberships and 24/7 access — directly competes for the same price-sensitive NZ consumer as Anytime Fitness.

Broad incumbents

• Les Mills New Zealand: Iconic NZ-born group fitness brand operating premium clubs across the country with a stronger group-class orientation — competes with Anytime Fitness NZ on facility quality and class programming, but at higher price points.
• Fitness First New Zealand: Premium multi-club fitness chain with broader amenity offering (pools, saunas, group classes) — competes with Anytime Fitness NZ in the metro segment but at a higher price tier and wider facility footprint.

Emerging players

• F45 Training: Globally franchised boutique group-training concept with growing NZ presence — competes for the same fitness consumer but with a specialized 45-minute HIIT format rather than general 24/7 access.
• ClassPass: Subscription-based digital platform giving consumers flexible access to multiple fitness studios and gyms — competes as an alternative acquisition channel for fitness spend, particularly in metro areas where Anytime Fitness NZ operates.

Regional players

• GoodLife Fitness: Canada's largest fitness chain operating 200+ clubs with similar 24/7 franchise-style expansion playbook — useful comparable for franchise economics, member acquisition, and digital app strategy, though geographically distinct.
• World Gym: Long-standing global fitness franchise brand — comparable franchise-led unit economics and member value proposition, with limited but notable presence in the Australasian market adjacent to Anytime Fitness NZ.

Others

• Habit Health: NZ-based integrated health provider spanning physiotherapy, rehabilitation, and corporate wellness — adjacent rather than directly competitive, but a natural partner channel for Anytime Fitness NZ's corporate wellness offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AnytimeFitnessNZ
• LinkedInlinkedin.com/company/anytime-fitness-new-zealand
• Instagraminstagram.com/anytimefitness.nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 New Zealand