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FITNESS, HEALTH, WELLNESS

press release: Anytime Fitness UK

Anytime Fitness continuing to benefit from ‘donut effect’ as suburban locations thrive

20 Jul 2023
Anytime Fitness locations saw a 19% increase in turnover between January and March 2023 / Anytime Fitness
Leading gym provider Anytime Fitness is continuing to reap the rewards of the ‘donut effect’, with its suburban locations enjoying a significant increase in revenue and member usage.

Having reviewed data from 15 gyms in suburban areas outside of major UK cities, Anytime Fitness locations saw a 19% increase in turnover between January and March 2023, compared to the same period in 2022.

Meanwhile member spend increased by 14% and average visits per month of its members rose by 9%.

Anytime Fitness attributes these numbers to the ‘donut effect’, a term which refers to the shift in behaviours of the UK population which has driven increased spend and relocation to suburban areas outside of major cities. A report by leading real estate services provider Savills, a property partner of Anytime Fitness UK, found that this increased spending to be as high as 30% in Outer London areas.*

“This data is really encouraging to see and demonstrates the continued resilience of the fitness industry,” said Gareth Lewis, Head of Operations at Anytime Fitness UK. “Suburban areas have benefited significantly from the nation’s changing working habits and behaviours which our gyms have been able to capitalise on. As well as the business performance, it’s great that usage of our gyms in these locations has risen too and shows that our teams are positively impacting the lives of more individuals.”

While these suburban areas are thriving, there are also signs that city centres are on the road to recovery. While footfall remains lower than 2019 in most cities, Savills has found recovery of spend has risen 56% year-on-year as well as a 23% rise in dwell time in these locations.

These types of figures haven’t got unnoticed by potential Anytime Fitness franchisees, with new city centre locations in Canary Wharf, Canada Water and Abbey Wood coming soon.

“Our data has shown that city centres are climbing back to their feet,” added Jess Hill, Retail and Leisure Surveyor at Savills. “One of the most interesting pieces of data that we discovered is that recovery of spend is outperforming footfall, which demonstrates there’s still significant opportunities for trading businesses and new business opportunities alike.”

To find out more about Anytime Fitness, visit www.anytimefitness.co.uk/own-a-gym.

* Research Article - Savills Outer London retail resilience ranking 2023: Top performing markets
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Fitness franchise opens new sites in Birkenhead, Upminster and Leigh-on-Sea as new franchisee enquiries rise by 60%
Leading gym provider Anytime Fitness is continuing to reap the rewards of the ‘donut effect’, with its suburban locations enjoying a significant increase in revenue and member usage.
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Anytime Fitness UK
Tel: 0330 332 2361
Address: Unit 14, Building 6, Croxley Business Park, Watford, WD18 8YH, United Kingdom
Andy Thompson, chairman
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press release: Anytime Fitness UK

Anytime Fitness continuing to benefit from ‘donut effect’ as suburban locations thrive

20 Jul 2023
Anytime Fitness locations saw a 19% increase in turnover between January and March 2023 / Anytime Fitness
Leading gym provider Anytime Fitness is continuing to reap the rewards of the ‘donut effect’, with its suburban locations enjoying a significant increase in revenue and member usage.

Having reviewed data from 15 gyms in suburban areas outside of major UK cities, Anytime Fitness locations saw a 19% increase in turnover between January and March 2023, compared to the same period in 2022.

Meanwhile member spend increased by 14% and average visits per month of its members rose by 9%.

Anytime Fitness attributes these numbers to the ‘donut effect’, a term which refers to the shift in behaviours of the UK population which has driven increased spend and relocation to suburban areas outside of major cities. A report by leading real estate services provider Savills, a property partner of Anytime Fitness UK, found that this increased spending to be as high as 30% in Outer London areas.*

“This data is really encouraging to see and demonstrates the continued resilience of the fitness industry,” said Gareth Lewis, Head of Operations at Anytime Fitness UK. “Suburban areas have benefited significantly from the nation’s changing working habits and behaviours which our gyms have been able to capitalise on. As well as the business performance, it’s great that usage of our gyms in these locations has risen too and shows that our teams are positively impacting the lives of more individuals.”

While these suburban areas are thriving, there are also signs that city centres are on the road to recovery. While footfall remains lower than 2019 in most cities, Savills has found recovery of spend has risen 56% year-on-year as well as a 23% rise in dwell time in these locations.

These types of figures haven’t got unnoticed by potential Anytime Fitness franchisees, with new city centre locations in Canary Wharf, Canada Water and Abbey Wood coming soon.

“Our data has shown that city centres are climbing back to their feet,” added Jess Hill, Retail and Leisure Surveyor at Savills. “One of the most interesting pieces of data that we discovered is that recovery of spend is outperforming footfall, which demonstrates there’s still significant opportunities for trading businesses and new business opportunities alike.”

To find out more about Anytime Fitness, visit www.anytimefitness.co.uk/own-a-gym.

* Research Article - Savills Outer London retail resilience ranking 2023: Top performing markets
More press releases and updates from Anytime Fitness UK:
Fitness franchise opens new sites in Birkenhead, Upminster and Leigh-on-Sea as new franchisee enquiries rise by 60%
Leading gym provider Anytime Fitness is continuing to reap the rewards of the ‘donut effect’, with its suburban locations enjoying a significant increase in revenue and member usage.
Leading fitness franchise Anytime Fitness has been recognised for its ongoing success with two recent award wins.
Anytime Fitness UK: news from HCMmag.com and FitTechGlobal.com
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.
Self Esteem Brands (SEB) is taking its Anytime Fitness brand to France, following the signing of a master franchisee deal.
Fitness franchise operator Anytime Fitness has launched a new app, offering members 24/7 engagement with their fitness inside and outside the club, as well as personalised coaching they can access anywhere.
Anytime Fitness UK: featured in HCM and Fit Tech magazines
Interview: Dave Mortensen
Further global expansion is on the cards for Self Esteem Brands, as Anytime Fitness heads to France and its other brands are set for overseas growth. Its president and co-founder speaks to Kate Cracknell
Anytime Fitness UK
Tel: 0330 332 2361
Address: Unit 14, Building 6, Croxley Business Park, Watford, WD18 8YH, United Kingdom
Andy Thompson, chairman
Anytime Fitness UK video gallery:
Key personnel
Andy Thompson, chairman
Plans for the next 12 months
Anytime Fitness continues to grow the number of clubs across the UK with plans to reach and exceed 200 clubs in 2023 whilst continuing to put coaching at the heart of our member proposition.
Testimonial
“Anytime Fitness had the best structure and support system in place to help franchisees. A big plus for us was that it was a much more established brand with an international presence which made us feel much more confident in what we were investing into.”
– Opinder Kaushal, franchisee, Anytime Fitness Maidenhead
Testimonial
“Anytime Fitness was the standout choice for us. The way it operates in the industry means it’s not pinned to one type of demographic and you can attract a broad range of members. Other brands focus far too much on a particular demographic and franchising with Anytime Fitness would allow us to interrupt that approach and target higher calibre, more loyal members.”
– Connor Thorne, multi-site franchisee
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"Anytime Fitness are the fitness experts and it’s a two-way partnership ultimately between you and them as a franchisor; the brand is there and they give you this great blueprint for success but you’ve got to work hard to take advantage of what’s available to you and make your business successful.”
– Raj Hasib, two-site franchisee
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