Anytime Fitness launches new gym design
Published: 25 January 2019
Anytime Fitness, the UK’s second-largest private health club operator, has launched its new, modernised interior design in the UK.
Anytime Fitness Croxley Park, a two-floor, 7,000 sq ft club in Hertfordshire, is the first UK club to adopt the new layout, which is part of a wider global strategy from Anytime Fitness to enhance the experience for its members.
The new design will see clubs split into various training zones with an open-plan layout, providing a welcoming and contemporary environment for its members. In line with the brand’s evolved look and feel, the design changes are in response to the soaring popularity of functional training, a type of training that increases flexibility, coordination, balance and posture using a range of equipment associated with daily activities.
The design will enhance the product Anytime Fitness provides to today’s fitness consumers, as well as helping to drive down fit-out costs and contribute to a more profitable business.
“We’re thrilled to be driving change in the industry, with our exciting new rollout representing a huge step forward for the brand,” says Stuart Broster, Anytime Fitness UK chief executive officer.
“The needs of fitness consumers continue to evolve, and the new layout will allow current and prospective franchisees to provide members with highly equipped, modern training facilities.
“The brand has put members at the heart of the new design proposition, continuing to create welcoming facilities with inclusive and non-intimidating atmospheres.”
While all clubs are encouraged to create their own bespoke layout to suit the property and its audience, franchisees are provided with several mandatory brand standards, known as ‘brandatories’, to ensure consistency across Anytime Fitness’s global portfolio.
These are compulsory elements that clubs must incorporate in their fit-out, including the use of certain materials, colours, graphics and feature elements, which contribute to creating a training environment that builds stronger relationships among members, trainers and staff.
Brandatories are located outside and inside the club so that both regular members and passersby can recognise an Anytime Fitness club, even when the logo is not visible.
The new design layout is part of a wider UK rebrand for Anytime Fitness, which has switched its brand positioning from convenience to coaching. Following an in-depth member survey, focus groups and consultation with its franchisee network, Anytime Fitness found that while the convenience of its 24/7 clubs remains a significant joining factor for its 160,000-plus UK members, they stay longer for the overall experience and friendly support they receive. The community atmosphere that the brand promotes within its clubs is key.
This has resulted in an updated logo, encompassing a new ‘Let’s Make Healthy Happen’ positioning statement, in place of the previous ‘Get To A Healthier Place’ tagline. This will be complemented by a modernised and refined design that reflects the new club look and feel, including new iconography, colourways and fonts.
