Anytime Fitness Italia

What Anytime Fitness Italia does

Anytime Fitness Italia, operated by Anytime Italia Srl, is the Master Franchisee for the Anytime Fitness brand in Italy. Founded in 2016 and headquartered in Milan (via Fezzan 9), the company licenses the globally registered AN/TIME FITNESS® trademark from Anytime Fitness LLC (Woodbury, Minnesota) and develops the Italian sub-franchise network of independently owned and operated 24/7 gym clubs. Anytime Fitness Italia is part of the Purpose Brands wellness portfolio alongside Orangetheory Fitness, The Bar Method, and Waxing the City.

The core product is gym access delivered through franchised clubs that operate around the clock using a proprietary electronic key fob/card entry system. Service lines include Personal Training (one-on-one and small-group), Group Training, and an initial Fitness Consultation bundled with membership. The technology layer centers on the Anytime Fitness mobile app (iOS and Android), which provides personalized coaching plans, workout tracking, real-time gym busy meter, coach connectivity, and community features, and is also used as an acquisition and retention channel alongside the Italian website (anytimefitness.it), blog (blog.anytimefitness.it), and active social media presence on Facebook, Instagram, LinkedIn, YouTube, and TikTok.

The business model is a hybrid of master-franchise economics and direct-to-consumer marketing. Anytime Italia Srl collects franchise fees, royalties, and brand/marketing support from individual club franchisees, while pricing for end-consumer memberships (averaging approximately $53/month globally; Italian pricing set locally per franchisee) and personal training services is set and collected at the club level. Membership billing is processed through ABC Financial Services. End customers are predominantly individual fitness enthusiasts, with secondary segments in families, students/seniors/military, corporate accounts, and traveling members who benefit from global reciprocal access across 6,000+ Anytime Fitness clubs worldwide.

Name

Anytime Fitness Italia

Legal name

Anytime Italia Srl

Website

https://anytimefitness.it

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Anytime Fitness Italia (Anytime Italia Srl) is the Milan-based Master Franchisee operating the Anytime Fitness brand in Italy, licensing a global network of 24/7 franchised gyms with a branded mobile app and serving individual fitness enthusiasts, families, and corporate wellness customers.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Small-Group Personal Training (Semi-Private) (HSADAAAN), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center franchise
• Gym membership services
• Personal training services
• Group fitness classes
• Health and wellness

Headquarters

HQ city

Milan, Lombardy

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly membership fees charged to individual members for gym access. Each Anytime Fitness club is independently owned and operated, with membership dues and fees set locally. Members receive 24/7 access to their home club and global access to all Anytime Fitness locations worldwide.
2. Personal Training Services: One-on-one personal training sessions led by certified trainers, providing highly personalized workout experiences. Also includes small group training (2-4 people) and team workouts/group training (5+ people) at additional cost.
3. International Access Fees: Members can access any Anytime Fitness club worldwide as part of their standard membership, creating a global network value proposition that supports membership retention and acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Anytime Fitness Italia, operated by Anytime Italia Srl, is the Master Franchisee for the Anytime Fitness brand in Italy and sells 24/7 gym memberships through a network of independently owned and operated franchise clubs across the country. Members receive access to their home club, group classes, certified personal trainers, and an integrated mobile app that extends access to 6,000+ Anytime Fitness clubs worldwide via a key fob. Additional paid offerings include Personal Training (1-on-1), small group training (2-4 people), team workouts (5+ people), and an initial Fitness Consultation included with membership.

Product overview

Anytime Fitness Italia operates as a franchised gym chain offering 24/7 gym access across its network of independently owned and operated club locations. The core offering is the gym membership providing access to high-quality equipment, group classes, and trainer support. The company supplements its physical gyms with the Anytime Fitness App—a digital companion that enables members to monitor workout progress, connect with coaches, track gym occupancy via the busy meter feature, and access personalized coaching plans. Additional services include Personal Training (one-on-one certified trainer sessions), Group Training (classes with 5+ participants), and Fitness Consultation (initial assessment included with membership).

Differentiator

Problem solved

Functional benefit

Products and services

• Anytime Fitness App Mobile application for iOS and Android that enables Anytime Fitness members to monitor their workout progress, connect with certified coaches, view real-time gym occupancy levels via the Busy Meter, access personalized coaching plans, and engage with the Anytime Fitness community. Available on the App Store and Google Play.
• Personal Training One-on-one training sessions led by certified personal trainers offering customized workout programs tailored to individual fitness goals, recovery from past injuries, and skill development. Also includes small group training (2-4 people) and team workouts (5+ people) at additional cost; pricing is set locally by each franchisee.
• Group Training Group fitness classes with 5 or more participants providing an accountability-driven, energetic atmosphere to keep members motivated during workouts, included with Anytime Fitness memberships.
• Fitness Consultation Initial fitness assessment and consultation included with Anytime Fitness membership to help new members get started with personalized workout guidance tailored to their goals and experience level.

Quantifiable outcome

• Access to 6,000+ gyms worldwide
• +1 more outcomes

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Anytime Fitness LLCcoreOEM/ Whitelabel/ Licensing PartnerAnytime Fitness LLC, headquartered in Woodbury, Minnesota, USA, is the Master Franchisor that owns the Anytime Fitness brand, technology platform, and global club network. Anytime Italia SrL operates as the Master Franchisee for Italy, licensed to develop and sub-franchise Anytime Fitness clubs throughout the Italian territory.
• Purpose BrandscoreStrategic or Co-development PartnerPurpose Brands is the parent company of Anytime Fitness, managing a family of purpose-driven wellness brands including Anytime Fitness, Orangetheory Fitness, The Bar Method, and Waxing the City. Anytime Fitness is a member of Purpose Brands.
• Individual Club FranchiseescoreChannel Partner/ Reseller/ DistributorIndependent business owners who franchise and operate individual Anytime Fitness clubs. Each franchisee is responsible for local club operations, membership sales, staffing, and customer service while operating under the Anytime Fitness brand and standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@anytimefitnessitaliatv
• Facebookfacebook.com/AnytimeFitnessItalia
• LinkedInlinkedin.com/company/anytime-fitness-italia
• Instagraminstagram.com/anytimefitnessitalia
• TikToktiktok.com/@anytimefitness_it

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 Italia