Workout Anytime Closed Out 2023 with 30 Franchise Units Sold, Plans for Ambitious Expansion in 2024

Club Insider Magazine | February 19, 2024

ATLANTA, GA – Workout Anytime, the 24/7 fitness franchise with nearly 200 locations across
the world, wrapped up 2023 with nearly 30 franchise units signed and nearly 20 new locations
open across the country.
“2023 was a pivotal year for us, despite inflation and interest rates impacting the fitness
industry,” said Terri Harof, Director of Global Franchise Development at Workout Anytime. “The
resilience of our brand and our franchise model is evident, and we are proud to say that we
closed out the year at or near all of the goals we set at the start of the year.”
A significant highlight of last year was the incredible increase in multi-unit growth from existing
franchisees. This uptick demonstrates the strong confidence current franchisees have in the
brand, and their eagerness to reinvest and expand.
Steven Elliott, the owner of Workout Anytime Florence who joined the system in September
2012, plans to open five gyms over the next five years, for example. Similarly, Charlotte-based
franchisee Chris Grove and his partners, who joined the Workout Anytime network in May 2013,
are set to open three gyms in 2024, as well as an additional eight more gyms over the next five
years. This growth is a testament to the robustness and appeal of the Workout Anytime
franchise model.
Among the new openings in 2023, Workout Anytime also successfully expanded its
geographical footprint into several states for the first time, including Arizona, Maryland and New
Mexico. The Lanham, Maryland location, which was opened by singer, actress and fitness guru
Brave Williams, saw record-breaking pre-opening sales during its grand opening in September.
Across the Workout Anytime system, the brand has drawn in another 200,000+ members in
2023 thanks to its recovery suite options, a range of exercise equipment and a supportive,
results-based environment. Harof says the growing interest in health and wellness, among both
the general public and prospective entrepreneurs, has also fueled this success. Because
Workout Anytime is an affordable option that delivers great value, it reliably draws in new
members, and prospective franchise owners are noticing this ongoing success.
“More so than ever, people are taking personal responsibility with their health and getting into
the gym,” Harof said. “Similarly, people are realizing that life is short — it’s time to make the
most out of everyday life. They may be tired of their corporate job, but they don’t want to leave
the workforce. They want to get into an industry they are passionate about, and health and
wellness is often a great choice.”

Dennis Holcom, Senior Vice President of Franchise Support at Workout Anytime, also
emphasized the brand’s strategic positioning in the fitness segment.
“Our right-sized offerings and cost-effective entry points make us a strong choice, even in
challenging economic times,” Holcom said. “We cater to hardworking individuals who value
fitness, making our demographics ideal for sustained franchise growth. Our three franchise
models — hometown for smaller markets, classic for medium markets and XL for larger markets
— allows us to enter markets that other brands can’t. That makes us the goldilocks of the fitness
space.”
Additionally, Workout Anytime offers franchisees a semi-absentee ownership option, corporate
support and training, pre-negotiated real estate and access to proprietary technology.
Despite its impressive year, the team isn’t resting on its laurels — innovation has continued to
be a cornerstone of Workout Anytime’s strategy. “We’ve revamped our model to include
premium membership suites and additional training areas,” said Holcom. “This enhancement,
alongside our efforts to expedite location openings, has contributed significantly to our sales
growth.”
And the franchise industry is taking note of this growth. Workout Anytime was recently ranked
No. 353 in this year’s Franchise Times “Top 400” list, the most comprehensive ranking of the
400 largest franchise systems in the United States, based on global systemwide sales.
In 2024, the Workout Anytime team hopes to continue its upward trajectory with 50 new units
sold and 25 clubs opened by the end of the year.
“We are committed to expanding our footprint and bringing quality fitness options to more
communities,” said Harof. “With plans for further expansion and a focus on meeting the evolving
needs of its customers, we are confident that the brand is poised for continued success in the
coming year and beyond.”
To learn more about franchising with Workout Anytime, visit www.workoutanytimefranchise.com