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I was interested to read about the launch of Anytime Fitness’s new design guidelines, which have been created by global architects, experience designers and brand developers, LIVIT. The clubs will be taking on a more contemporary feel, geared towards functional, free flowing space.
Anytime Fitness had been using the same layouts globally for many years, primarily geared towards convenience, but with international positioning now aimed at a mid-market premium, the clubs needed a new emphasis on coaching and also to take on a more contemporary European design – which may be why they decided to trial the new concept in Spain, Benelux and the UK before the US.
This move to improve the member experience and strengthen the exercisers’ emotional connection to the brand and products will see new sites embracing functional fitness. It’s a trend we’ve witnessed firsthand over the past three years, with increasing numbers of Anytime Fitness UK clubs installing rigs.
To support the more open design format, we consulted Anytime Fitness US on the design of a bespoke Queenax wall unit that maximises floor space and provides functionality to complement its coaching concepts.
Master franchisors in each country can request minor changes to the new layout to suit their individual markets, and it will then be up to their partners to make this happen at a local level, based on their demographics and competition – we could well see some hybrids out there.
Our experience says this emphasis on functional space and small group training will be a hit with both the franchisees and their customers.
