2019 Rebrand by Anytime Fitness

Date: Feb 2019
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Anytime Fitness is the UK’s second biggest private health club provider and operates 159 individually-owned gym locations. Globally, it sits as the world’s fastest growing fitness club provider with over 4,500 clubs globally.

Overwhelmingly known as a convenience operator from its US roots, the franchise-based clubs are open 24 hours a day, seven days a week to allow members to accommodate fitness around their busy lifestyles.

However, following an in-depth member survey, focus groups and consultation with its franchisee network, Anytime Fitness identified the changing consumer needs of 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, supportive, community atmosphere that the brand promotes within its clubs.

As a result, the Anytime Fitness UK team identified a need to change its brand positioning from convenience to coaching, underpinned by a positioning statement of ‘Anytime Fitness is a brand that cares about my health and takes the time to help me succeed’.

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 new layout means the clubs are more open plan, removing closed-off office space and creating more welcoming training environments.

This new layout is 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.