ANYTIME FITNESS UNDERGOES UK REBRAND

UK’s second biggest gym provider introduces new ‘Let’s Make Healthy Happen’ tagline with clubs set to get a brand-new look as part of an exciting future for the brand

Anytime Fitness, the UK’s leading fitness franchise, has announced a rebrand as it switches its brand positioning from convenience to coaching.

Following an in-depth member survey, focus groups and consultation with its franchisee network, Anytime Fitness has reacted to the changing consumer needs within the fitness industry. While convenience of its 24/7 clubs remains a significant joining factor for its 160,000+ UK members, the survey found that members stay for the overall experience and friendly, community atmosphere that the brand promotes within its clubs.

This has resulted in an updated logo, encompassing the new ‘Let’s Make Healthy Happen’ positioning statement, as well as all forthcoming clubs adopting an exciting new global layout which will completely change the look and configuration of its clubs. This will be complimented by a sleeker, modernised design and marketing assets, including new on-trend imagery, iconography, colourways and fonts. The brand refresh also sees the launch of a range of supporting straplines which highlight club’s key USPs such as community focus, welcoming atmosphere, affordability, quality and support.

“This rebrand is a significant milestone for Anytime Fitness as we continue to establish our place in the UK fitness market,” said Caroline Atkins, Head of Marketing at Anytime Fitness UK. “We wanted to define the UK brand from its US roots and highlight our unique selling points to differentiate ourselves from our competitors. While we share the 24/7 convenience of other gyms, that’s where the familiarities end.

“During our research, we found that while members join for convenience, they stay due to the welcoming, community environment that our franchisees have created and it’s hugely significant for us to embrace this. We have a number of exciting member engagement campaigns to come in 2019 as we aim to expand our club network to close to 200 clubs by the end of the year.”

To celebrate the new brand launch, Anytime Fitness are giving new members the chance to win the trip of a lifetime for two to New York. To enter the national prize draw, simply join before 31st March on a 12-month contract. What’s more, current members can also take a bite out of the Big Apple, with an entry into a second prize draw, every time they refer someone to join the club.



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