Club Insider

Workout Anytime Launches Into 2023 with Two Gym Openings, Five New Signings, Refreshed Vendor Partnerships and New In-Club Offerings

Posted: April 28, 2023 in Chains

Workout AnytimeWorkout Anytime

ATLANTA, GA – Workout Anytime, the 24-hour, seven-days-a-week fitness concept with nearly 200 units open across the U.S., has opened two new locations and signed deals for an additional five in Q1 alone. There are five additional gyms slotted to open in the second quarter as the franchisor works to open a total of 30 new locations in 2023.

“Last year was a record-breaking year in terms of growth,” explained Terri Harof, director of franchise development. “We signed a total of 49 units that will be opening soon, and based on what we currently have in our pipeline, this year is going to be even better.”

A key driver of the brand’s success has been its Hometown Model offering, which allows franchisees to enter markets that are even smaller than what Workout Anytime would typically target.

“About 22% of the population will join a gym, and when we go into these territories where there’s literally no other competition, all of those people can join your gym,” Harof added. “When we’re looking at these smaller markets, we completely understand that we will be a prime, if not the only available, offering. There is a tremendous amount of potential. We currently have 7 Hometown Model gyms open, with plans for another 7 to open in 2023.”

In addition to the expansion of its footprint, Workout Anytime has expanded its Premium Suite services to include Beauty Angel (red light therapy), cryotherapy, and infrared sauna.

“Cold therapy has always been very popular for athletes; it has always been a proven recovery method,” explained marketing manager Lynsay Flynt. “As our demographics change and people become more aware of overall wellness, offerings that address recovery, skin health and other body systems are becoming even more popular.”

“We’re working diligently to bring more value to our Premium members by building out our Premium Suites with more amenities,” Dennis Holcom, senior vice president of franchise support, explained.

And it’s clear that members are noticing this value. In the month of January, 62% of the membership base purchased a premium membership. The concept has also broken records with its recent membership growth.

Through its partnership with a new vendor, PromotionVault, Workout Anytime has rewarded local franchise owners for their part in membership increases.

“The process is pretty simple because it’s integrated with our POS,” Flynt explained. “So, when a member signs up, the owner of their home location will receive a validation code for a gift card, sent by PromotionVault. It’s automatically sent to their email, and they have immediate access to about 100 different retail stores with whom they can redeem that gift card. It has been very successful; the owners have been loving it.”

As it continues to expand, Workout Anytime is targeting Alabama, Arizona, Arkansas, Virginia, New Jersey, West Virginia, Ohio, Missouri and Iowa.

The startup costs for a Workout Anytime franchise range from $967,350 to $2,071,550, including the franchise fee. To learn more about franchising with Workout Anytime, visit

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