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Applied Marketing Management

A company taking advantage of the trend towards increased physical activity in Singapore is Anytime Fitness.

The company was founded in the United States in 2002 with their first gym in Cambridge, Minnesota. Anytime Fitness now operates more than 4,000 gyms in over 30 countries. The company has been ranked the #1 Top Global Franchise by Entrepreneur magazine in the fitness category.

Open 24 hours a day and 365 days a year, Anytime Fitness is always accessible. Members can also use any of their gyms worldwide at no extra charge. Anytime Fitness seeks to differentiate itself from budget gym operators, typically charging mid-market rates but operating smaller and more intimate clubs – it also prides itself on offering private bathrooms, as opposed to shared locker rooms.

The founders understood that consumers were looking for convenience and affordability. Yet, they were not willing to accept substandard equipment or lacklustre environments. This knowledge led to the development of a 24-hour, co-ed fitness franchise where members can exercise even when the club is not staffed. Plus, they offer the exclusive benefit of Anywhere Club Access, which allows members to use all Anytime Fitness centres worldwide with one standard membership. Many gyms also offer certified personal training as a convenience for their members.


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