Latest
issue
GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window I've already subscribed!
Elevate
Elevate
Elevate
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
FITNESS, HEALTH, WELLNESS

Latest news

Self Esteem Brands (Anytime Fitness) is aiming to grow to 10,000 locations globally in the next five years, says co-founder, Dave Mortensen

Self Esteem Brands is looking for further expansion and has set itself a target of reaching 10,000 units globally
Self Esteem Brands is the parent company of Anytime Fitness, Basecamp Fitness/SUMHIIT Fitness, Waxing The City and The Bar Method
Co-founder Dave Mortensen said the group wants to hit the landmark in the next five years
Mortensen was speaking exclusively to HCM

Dave Mortensen, co-founder of Self Esteem Brands (SEB) – the company behind a raft of wellness brands, including Anytime Fitness – says the company is driving to reach 10,000 units globally in the next five years, which would make it the biggest wellness franchise business in the world.

The company currently has around 5,500 locations on seven continents

Speaking exclusively to HCM, Mortensen said the group – which also owns Basecamp Fitness/SUMHIIT Fitness, Waxing The City and The Bar Method – will take a targeted, but ambitious, approach to growth.

"Within the next five years, we want to get to 10,000 units globally," Mortensen said in an interview published in the new edition of HCM. (Read free on desktop here, and on mobile here).

"Some of this will happen organically through the brands we already have, the rest through acquisition," he continued.

"I imagine it will be an 80/20 split, with about 80 per cent of our growth coming from our current brands and about 20 per cent from new acquisitions we bring on-board," said Mortensen.

He told HCM that SEB will target larger operators when considering acquisitions to drive growth more quickly, saying: "We’ll look for a bit more scale before we acquire. Some of the brands we have now came in at a smaller scale. Moving forward, I think we’ll be looking for franchise brands to already have 100+ units before we bring them into Self Esteem Brands.

"Would we ever take on a business that wasn’t already a franchise? Never say never, but most likely we’d want it to already be a franchise," he said.

"Longer-term, we’ve set out a goal to impact 100 million people around the world; I’d estimate that we’ve impacted around 20 million so far.

"This isn’t just about current members. It’s about all the people who have, at some point, engaged with us, been active with us, felt we’ve made a difference to their lives."

Mortensen said that while Anytime Fitness will be at the forefront of the group's expansion plans, it plans to grow all of its brands.

"In Anytime Fitness we have the largest, most global health club brand in the world," Mortensen added.

"It is still the foundation of Self Esteem Brands, and probably the greatest thing we’re seeing right now is double-digit growth of Anytime Fitness across the globe.

"But new walls are rising every day. Waxing The City is going absolutely gangbusters right now: it’s breaking records this year.

"Our studio brands are also doing well: they took probably the biggest hit during the early day of COVID, but they’re returning to 2019 numbers.

"So we’re seeing positive growth in every one of our brands. In fact, our average unit volumes are better than ever and we’re well north of 2019 numbers across the board, with double-digit growth for Waxing The City for the last five years and double-digit growth – based on year over year sales – for our studio brands too."

He also revealed the background to the group's decision to take Anytime Fitness to France for the first time.

"France is a market we’ve wanted to be in for a very long time; we’re often asked why we’re not there yet, as we’re strong elsewhere in Europe," Mortensen said.

"I think France can easily hold 350+ Anytime Fitness clubs and our new partner, Anytime France sàrl, is already targeting seven regions, including: Paris, Ile-de-France, Auvergne, Rhône-Alpes, Provence-Alpes and the Côte d’Azur."

In the interview, Mortensen also reveals Self Esteem Brands' global expansion plans and tech investments. To read more, click here.

Related news

Anytime Fitness owner, Self Esteem Brands, launches SUMHIIT Fitness franchise as it sets a course for 10k locations by 2030

14 Jun 2023
Self Esteem Brands (SEB) has confirmed the launch of its new brand, SUMHIIT Fitness (pronounced ...

Self Esteem brands launches HIIT concept Basecamp Fitness in Australia as Sumhiit Fitness

31 Jan 2023
Basecamp Fitness – a 35-minute workout concept owned by Self Esteem Brands – will be ...
Dave Mortensen, co-founder of Self Esteem Brands (SEB) – the company behind a raft of wellness brands, including Anytime Fitness – says the company is driving to reach 10,000 units globally in the next five years, which would make it the biggest wellness franchiser in the world.
HAF,FIT,PHR
2023/THUMB351758_311855_220867.jpg
Latest News
Planet Fitness has become the subject of a hate campaign by certain groups of consumers ...
Latest News
Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers ...
Latest News
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed ...
Latest News
Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of ...
Latest News
John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with ...
Latest News
Oxygen Consulting is about to launch its first UK Padel Report, which investigates this fast-growing ...
Latest News
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-makers ...
Latest News
Portugese footballer, Cristiano Ronaldo, has launched a health and wellness app that harmonises advice on ...
HCM promotional features
Sponsored
InBody logged an amazing 100,000 scans in January 2024 alone
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
GymNation is pioneering the future of fitness with software specialist Perfect Gym providing a scalable tech platform to power and sustain its growth
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
Nuffield Health has worked with ServiceSport UK for more than ten years, ensuring the equipment in its clubs is commercially optimised
HCM promotional features
Sponsored
Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
HCM magazine
Members are telling us they need support with their mental and spiritual health and the industry is starting to see this need. Now’s the time to fast-track our response
HCM magazine
HCM People

Dr Jonathan Leary

Founder, Remedy Place
It was as though the whole world woke up at the same time
HCM magazine
Imposter syndrome about a promotion taught the CEO of SATS that behaving authentically is the most important part of leadership. He talks to Kath Hudson
HCM magazine
We already have an incredible organisation, but we’re humble enough to recognise there are still areas for continued improvement
HCM magazine
New research has found BMI to be a highly inaccurate measure of childhood obesity, leading current thinking and policy based on it into question
Featured supplier news
Featured supplier news: Study Active acquires Premier Global name and select branding assets
Study Active has legally acquired the name “Premier Global” and select Premier Global branding assets from Assessment Technologies Institute LLC, part of Ascend Learning in the US.
Featured supplier news
Featured supplier news: Panatta to showcase innovation at major fitness and bodybuilding events in 2024
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry events around the globe.
Company profiles
Company profile: Spivi
Spivi is an immersive fitness gamification platform that helps gym operators to achieve better retention ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness creates dynamic fitness experiences for the global market with products and ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: ‘Better’ managers get a ‘taste’ for volunteering
The management team from ‘Better’ leisure centres in the Lewisham area is looking for local projects that need a helping hand.
Featured press releases
KeepMe press release: Gymnation appoints Keepme CEO Ian Mullane to board of directors
The fastest growing gym chain based out of the GCC has appointed Keepme’s CEO, Ian Mullane to its board of directors.
Directory
salt therapy products
Saltability: salt therapy products
Cryotherapy
Art of Cryo: Cryotherapy
Snowroom
TechnoAlpin SpA: Snowroom
Lockers
Fitlockers: Lockers
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates

Latest news

Self Esteem Brands (Anytime Fitness) is aiming to grow to 10,000 locations globally in the next five years, says co-founder, Dave Mortensen

Self Esteem Brands is looking for further expansion and has set itself a target of reaching 10,000 units globally
Self Esteem Brands is the parent company of Anytime Fitness, Basecamp Fitness/SUMHIIT Fitness, Waxing The City and The Bar Method
Co-founder Dave Mortensen said the group wants to hit the landmark in the next five years
Mortensen was speaking exclusively to HCM

Dave Mortensen, co-founder of Self Esteem Brands (SEB) – the company behind a raft of wellness brands, including Anytime Fitness – says the company is driving to reach 10,000 units globally in the next five years, which would make it the biggest wellness franchise business in the world.

The company currently has around 5,500 locations on seven continents

Speaking exclusively to HCM, Mortensen said the group – which also owns Basecamp Fitness/SUMHIIT Fitness, Waxing The City and The Bar Method – will take a targeted, but ambitious, approach to growth.

"Within the next five years, we want to get to 10,000 units globally," Mortensen said in an interview published in the new edition of HCM. (Read free on desktop here, and on mobile here).

"Some of this will happen organically through the brands we already have, the rest through acquisition," he continued.

"I imagine it will be an 80/20 split, with about 80 per cent of our growth coming from our current brands and about 20 per cent from new acquisitions we bring on-board," said Mortensen.

He told HCM that SEB will target larger operators when considering acquisitions to drive growth more quickly, saying: "We’ll look for a bit more scale before we acquire. Some of the brands we have now came in at a smaller scale. Moving forward, I think we’ll be looking for franchise brands to already have 100+ units before we bring them into Self Esteem Brands.

"Would we ever take on a business that wasn’t already a franchise? Never say never, but most likely we’d want it to already be a franchise," he said.

"Longer-term, we’ve set out a goal to impact 100 million people around the world; I’d estimate that we’ve impacted around 20 million so far.

"This isn’t just about current members. It’s about all the people who have, at some point, engaged with us, been active with us, felt we’ve made a difference to their lives."

Mortensen said that while Anytime Fitness will be at the forefront of the group's expansion plans, it plans to grow all of its brands.

"In Anytime Fitness we have the largest, most global health club brand in the world," Mortensen added.

"It is still the foundation of Self Esteem Brands, and probably the greatest thing we’re seeing right now is double-digit growth of Anytime Fitness across the globe.

"But new walls are rising every day. Waxing The City is going absolutely gangbusters right now: it’s breaking records this year.

"Our studio brands are also doing well: they took probably the biggest hit during the early day of COVID, but they’re returning to 2019 numbers.

"So we’re seeing positive growth in every one of our brands. In fact, our average unit volumes are better than ever and we’re well north of 2019 numbers across the board, with double-digit growth for Waxing The City for the last five years and double-digit growth – based on year over year sales – for our studio brands too."

He also revealed the background to the group's decision to take Anytime Fitness to France for the first time.

"France is a market we’ve wanted to be in for a very long time; we’re often asked why we’re not there yet, as we’re strong elsewhere in Europe," Mortensen said.

"I think France can easily hold 350+ Anytime Fitness clubs and our new partner, Anytime France sàrl, is already targeting seven regions, including: Paris, Ile-de-France, Auvergne, Rhône-Alpes, Provence-Alpes and the Côte d’Azur."

In the interview, Mortensen also reveals Self Esteem Brands' global expansion plans and tech investments. To read more, click here.

Related news

Anytime Fitness owner, Self Esteem Brands, launches SUMHIIT Fitness franchise as it sets a course for 10k locations by 2030

14 Jun 2023
Self Esteem Brands (SEB) has confirmed the launch of its new brand, SUMHIIT Fitness (pronounced ...

Self Esteem brands launches HIIT concept Basecamp Fitness in Australia as Sumhiit Fitness

31 Jan 2023
Basecamp Fitness – a 35-minute workout concept owned by Self Esteem Brands – will be ...
Dave Mortensen, co-founder of Self Esteem Brands (SEB) – the company behind a raft of wellness brands, including Anytime Fitness – says the company is driving to reach 10,000 units globally in the next five years, which would make it the biggest wellness franchiser in the world.
HAF,FIT,PHR
2023/THUMB351758_311855_220867.jpg

Latest news

Planet Fitness has become the subject of a hate campaign by certain groups of consumers
Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed
Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of
John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with
Oxygen Consulting is about to launch its first UK Padel Report, which investigates this fast-growing
Questex/McLean Events (Spatec/SIBEC)
Questex/McLean Events (Spatec/SIBEC)
As one of the most energy-intensive industries in the UK, leisure facilities face a critical
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-makers
Portugese footballer, Cristiano Ronaldo, has launched a health and wellness app that harmonises advice on
Disturbing new research has found BMI completely fails as an accurate measure of obesity in
A new urban city centre in Gothenburg, Sweden is in development with the aim of
The first annual Private Sector Benchmarking report was released today (27 March). A collaboration between
Egym, has signalled its intention to become a dominant force in the corporate wellness sector
Elevate
Elevate
Study Active has legally acquired the name “Premier Global” and select Premier Global branding assets
With a new master franchisee on board, the rollout of Anytime Fitness in the Middle
Total Fitness has released results for its most recent financial year (to June 23), which
Enjoy building your business because the journey can be as good or better than the
Myzone is now available on smart watches, allowing Android and AppleWatch wearers to record workouts
Egym, which raised €207 million last year in new investment, continues to build its top
Having announced its intention to open 50 low cost gyms in the next three years,
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry
The team behind TRIB3 has launched a reformer Pilates studio concept called PILAT3S, which will
Wello Works, a new concept which mixes a wellness centre and a co-working office, has
1 - 20 of 12,300
HCM promotional features
Sponsored
InBody logged an amazing 100,000 scans in January 2024 alone
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
GymNation is pioneering the future of fitness with software specialist Perfect Gym providing a scalable tech platform to power and sustain its growth
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
Nuffield Health has worked with ServiceSport UK for more than ten years, ensuring the equipment in its clubs is commercially optimised
HCM promotional features
Sponsored
Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
HCM magazine
Members are telling us they need support with their mental and spiritual health and the industry is starting to see this need. Now’s the time to fast-track our response
HCM magazine
HCM People

Dr Jonathan Leary

Founder, Remedy Place
It was as though the whole world woke up at the same time
HCM magazine
Imposter syndrome about a promotion taught the CEO of SATS that behaving authentically is the most important part of leadership. He talks to Kath Hudson
HCM magazine
We already have an incredible organisation, but we’re humble enough to recognise there are still areas for continued improvement
HCM magazine
New research has found BMI to be a highly inaccurate measure of childhood obesity, leading current thinking and policy based on it into question
HCM magazine
Basic-Fit – which has been scaling rapidly across Europe –  is considering franchising to ramp up growth further afield
HCM magazine
Will Orr has been talking to HCM about the company’s new strategy for 2024, as Kath Hudson reports
HCM magazine
Egym has announced deals designed to position it for growth acceleration, as Kath Hudson reports
HCM magazine
HCM People

Cristiano Ronaldo

Footballer and entrepreneur
Taking care of your physical and mental health is essential for a fulfilling life
HCM magazine
HCM People

Esther Fairfax

Founder, The Lotte Berk Foundation
My mother was the first person to take dance and create an exercise programme out of it
HCM magazine
A new study from researchers at Yale shows HIIT can reverse nerve damage caused by Parkinson’s
HCM magazine
Featured supplier news
Featured supplier news: Study Active acquires Premier Global name and select branding assets
Study Active has legally acquired the name “Premier Global” and select Premier Global branding assets from Assessment Technologies Institute LLC, part of Ascend Learning in the US.
Featured supplier news
Featured supplier news: Panatta to showcase innovation at major fitness and bodybuilding events in 2024
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry events around the globe.
Company profiles
Company profile: Spivi
Spivi is an immersive fitness gamification platform that helps gym operators to achieve better retention ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness creates dynamic fitness experiences for the global market with products and ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: ‘Better’ managers get a ‘taste’ for volunteering
The management team from ‘Better’ leisure centres in the Lewisham area is looking for local projects that need a helping hand.
Featured press releases
KeepMe press release: Gymnation appoints Keepme CEO Ian Mullane to board of directors
The fastest growing gym chain based out of the GCC has appointed Keepme’s CEO, Ian Mullane to its board of directors.
Directory
salt therapy products
Saltability: salt therapy products
Cryotherapy
Art of Cryo: Cryotherapy
Snowroom
TechnoAlpin SpA: Snowroom
Lockers
Fitlockers: Lockers
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Elevate
Elevate
Partner sites