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!
Technogym
Technogym
Technogym
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
The first bricks and mortar Kinrgy studio opens today (1 March) in West Hollywood. Founded ...
Latest News
Orangetheory and Self Esteem Brands have revealed plans to merge 'as equals' creating a new ...
Latest News
In the same week as tennis legend, Andre Agassi, was appointed to the board of ...
Latest News
According to a pilot study by Yale School of Medicine, exercise can not only slow ...
Latest News
Self Esteem Brands (SEB), owner of Anytime Fitness, has released year-end results which show year-on-year ...
Latest News
Basic-Fit has introduced a new approach to tackle gymtimidation and create an inclusive environment in ...
Latest News
Speaking exclusively in the current issue of HCM magazine, Third Space CEO, Colin Waggett, says ...
Latest News
Australian exercise and active health trade body, AUSactive, has partnered with the national Royal Life ...
HCM promotional features
Sponsored
This collaboration underscores Ridgeway’s commitment to enhancing spaces, providing an unrivalled environment for gym enthusiasts and health club members
HCM promotional features
Sponsored
HCM promotional features
Sponsored profile: Technogym
The GM of The Club & Spa Bristol tells us about the cutting edge club refresh that showcases the Technogym Artis Line
HCM promotional features
Promotion
Small group training is popular for its energy, but must evolve to retain popularity, says the director of training at Matrix Fitness
HCM promotional features
Sponsored
Creating successful training environments requires a deep knowledge of functional design. Gregory Bradley, sales director at BLK BOX Fitness talks us through the company’s approach
HCM promotional features
Promotion
Using research that revealed three key pillars for cardio exercisers, Life Fitness has created its greatest-ever console: the Discover SE4
HCM promotional features
HCM magazine
Our experts believe love is the best foundation on which to build a business. Kath Hudson finds out why
HCM magazine
Consumer expectations are rising all the time, but nowhere more than in relation to digital. UK Active’s Dave Gerrish explains how the industry is shaping up
HCM magazine
How healthy is your flooring for the people who train on it and the planet? Steph Eaves sheds light on sustainability practices
HCM magazine
Kath Hudson talks to industry experts from around the world about their key takeaways from last year and their hopes for 2024
HCM magazine
It's about health being everybody’s business and recognising that inclusion is everyone’s responsibility
Featured supplier news
Featured supplier news: Elevate registrations soar: a record-breaking start to Elevate 2024
Elevate, the premier event in the physical activity, fitness, sports therapy and performance sector, is thrilled to announce that registrations for its 2024 conference are now live – and the response has been nothing short of exceptional.
Featured supplier news
Featured supplier news: Longevity and recovery specialist Jonathan Leary to headline PerformX 2024
PerformX Live, the premier business of fitness event, has announced Dr Jonathan Leary, founder and CEO of Remedy Place, as the headliner for its 2024 event.
Company profiles
Company profile: Pulse Fitness
With an award-winning portfolio of over 450 pieces of cutting-edge, premium fitness equipment, Pulse Fitness ...
Company profiles
Company profile: Technogym UK Ltd
Technogym offers a complete ecosystem of connected smart equipment, digital services, on-demand training experiences and ...
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Precor UK press release: Precor launches new functional strength training line powered by BeaverFit
Precor, trusted fitness solution provider to more than 14,000 global facilities, has selected BeaverFit, the world’s largest supplier of fitness equipment to U.S. and NATO militaries, to design and manufacture their new functional training line.
Featured press releases
The Health & Fitness Institute press release: THFI Launches Wellness Coaching Qualification Aimed at NHS Relief and Economic Boost
Recent data from UK Active has revealed that a shocking 25% of the UK’s population is classed as ‘inactive,’ averaging less than 30 minutes of exercise a week.
Directory
Cryotherapy
Art of Cryo: Cryotherapy
Snowroom
TechnoAlpin SpA: Snowroom
Lockers
Crown Sports Lockers: Lockers
salt therapy products
Saltability: salt therapy products
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
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
22-25 Oct 2024
Messe Stuttgart, Germany
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

The first bricks and mortar Kinrgy studio opens today (1 March) in West Hollywood. Founded
Orangetheory and Self Esteem Brands have revealed plans to merge 'as equals' creating a new
In the same week as tennis legend, Andre Agassi, was appointed to the board of
According to a pilot study by Yale School of Medicine, exercise can not only slow
Self Esteem Brands (SEB), owner of Anytime Fitness, has released year-end results which show year-on-year
Basic-Fit has introduced a new approach to tackle gymtimidation and create an inclusive environment in
Alliance Leisure
Alliance Leisure
Elevate, the premier event in the physical activity, fitness, sports therapy and performance sector, is
Speaking exclusively in the current issue of HCM magazine, Third Space CEO, Colin Waggett, says
Australian exercise and active health trade body, AUSactive, has partnered with the national Royal Life
Kerzner International has ushered in a new era of wellness-centric hospitality and unveiled its highly-anticipated
Following a successful pilot, The Gym Group is rolling out a programme, delivered by The
As Planet Fitness announces strong year-end results there are reports the company is planning a
The ICO has ruled that eight leisure operators have been unlawfully processing the biometric data
Elevate
Elevate
Developed for the world of medicine, tailored to the needs of modern fitness studios. The
Xponential Fitness has told HCM it will vigorously defend itself against claims made in a
“2024 is going to the be biggest year for Gymshark ever,” says CEO and founder,
More consumers are realising meditation is beneficial, but many give up because it’s difficult to
Les Mills has been through a senior management refresh following the recent departure of CEO
EuropeActive has appointed Kai Troll as its new CEO. He has a background in the
CIMSPA has published its 2024-2030 strategy Releasing the Power of Our Profession, which sets out
Global Wellness Summit
Global Wellness Summit
PerformX Live, the premier business of fitness event, has announced Dr Jonathan Leary, founder and
Mark Hewlett, founder of padel tennis operator Soul Padel has told HCM the company is
While strength training gives valuable muscular gains it doesn’t give the heart health benefits of
1 - 20 of 12,300
HCM promotional features
Sponsored
This collaboration underscores Ridgeway’s commitment to enhancing spaces, providing an unrivalled environment for gym enthusiasts and health club members
HCM promotional features
Sponsored
HCM promotional features
Sponsored profile: Technogym
The GM of The Club & Spa Bristol tells us about the cutting edge club refresh that showcases the Technogym Artis Line
HCM promotional features
Promotion
Small group training is popular for its energy, but must evolve to retain popularity, says the director of training at Matrix Fitness
HCM promotional features
Sponsored
Creating successful training environments requires a deep knowledge of functional design. Gregory Bradley, sales director at BLK BOX Fitness talks us through the company’s approach
HCM promotional features
Promotion
Using research that revealed three key pillars for cardio exercisers, Life Fitness has created its greatest-ever console: the Discover SE4
HCM promotional features
HCM magazine
Our experts believe love is the best foundation on which to build a business. Kath Hudson finds out why
HCM magazine
Consumer expectations are rising all the time, but nowhere more than in relation to digital. UK Active’s Dave Gerrish explains how the industry is shaping up
HCM magazine
How healthy is your flooring for the people who train on it and the planet? Steph Eaves sheds light on sustainability practices
HCM magazine
Kath Hudson talks to industry experts from around the world about their key takeaways from last year and their hopes for 2024
HCM magazine
It's about health being everybody’s business and recognising that inclusion is everyone’s responsibility
HCM magazine
Brick recalls the terror of buying a failing club and how the lessons learned have propelled him through his career
HCM magazine
Delivering personally-designed workouts can create a placebo effect that yields better results, find researchers
HCM magazine
Fuel the debate about issues across the industry and share your ideas and experiences. We’d love to hear from you: [email protected]
HCM magazine
If we had a product that only worked if people had lots of money, we’d be out of business by now
HCM magazine
The right storage can transform the flow and feel of your training spaces and the user experience. Steph Eaves asks the experts for their most creative solutions
HCM magazine
Consumers tell us they want support in leading longer, healthier lives and we’re the only industry sector with the capability of delivering on this, so we must ensure strategy is aligned with demand
HCM magazine
Featured supplier news
Featured supplier news: Elevate registrations soar: a record-breaking start to Elevate 2024
Elevate, the premier event in the physical activity, fitness, sports therapy and performance sector, is thrilled to announce that registrations for its 2024 conference are now live – and the response has been nothing short of exceptional.
Featured supplier news
Featured supplier news: Longevity and recovery specialist Jonathan Leary to headline PerformX 2024
PerformX Live, the premier business of fitness event, has announced Dr Jonathan Leary, founder and CEO of Remedy Place, as the headliner for its 2024 event.
Company profiles
Company profile: Pulse Fitness
With an award-winning portfolio of over 450 pieces of cutting-edge, premium fitness equipment, Pulse Fitness ...
Company profiles
Company profile: Technogym UK Ltd
Technogym offers a complete ecosystem of connected smart equipment, digital services, on-demand training experiences and ...
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Precor UK press release: Precor launches new functional strength training line powered by BeaverFit
Precor, trusted fitness solution provider to more than 14,000 global facilities, has selected BeaverFit, the world’s largest supplier of fitness equipment to U.S. and NATO militaries, to design and manufacture their new functional training line.
Featured press releases
The Health & Fitness Institute press release: THFI Launches Wellness Coaching Qualification Aimed at NHS Relief and Economic Boost
Recent data from UK Active has revealed that a shocking 25% of the UK’s population is classed as ‘inactive,’ averaging less than 30 minutes of exercise a week.
Directory
Cryotherapy
Art of Cryo: Cryotherapy
Snowroom
TechnoAlpin SpA: Snowroom
Lockers
Crown Sports Lockers: Lockers
salt therapy products
Saltability: salt therapy products
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
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
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym
Partner sites