‘Health is wealth,’ they say, but in today’s world, it often feels like health is also a subscription plan. The fitness industry, particularly gyms, have evolved from being a niche domain for bodybuilding enthusiasts to a mainstream lifestyle necessity. For urban consumers juggling long working hours and sedentary lifestyles, gyms are not just a place to lift weights—it’s where they try to balance the scales of indulgence and well-being.
This consumer demand has fueled a booming fitness industry, turning workouts into a multi-billion-dollar business. From budget-friendly fitness chains to luxury gyms offering personalised training, this market is flexing its muscles in every price range. Anytime Fitness, a global fitness franchise that operates a 24-hour gym model, provides members access to its facilities at any time of day or night. Founded in 2002 and headquartered in Minnesota, USA, the brand is known for its focus on convenience and accessibility. With over 5,000 locations in more than 30 countries. The gyms typically offer a variety of equipment, including cardio machines, strength training equipment, and free weights, along with group classes and personal training services. Membership comes with the added benefit of global access, allowing members to use any Anytime Fitness location worldwide.
In India, Anytime Fitness has been steadily growing, targeting urban centres with its round-the-clock availability and a focus on personalised fitness experiences. The brand positions itself as a lifestyle enabler, catering to people with busy schedules and varied fitness needs.
Vikas Jain, managing director, Anytime Fitness talks to Shailja Tiwari about the company’s expansion plans, growth strategies and marketing channels in India, among others. (Edited Excerpts)
What trends did you observe in 2024 regarding gym memberships, particularly among Gen Z, millennials, and older age groups? How do you foresee these trends evolving in the coming years in terms of audience demographics and preferences?
Over the past 10–15 years, and especially after COVID-19, I’ve noticed a significant increase in gym memberships across all demographics. Young people are flocking to gyms, but it’s not just them—millennials and even older age groups are becoming more health-conscious and joining us in greater numbers. Things have definitely improved post-COVID, with more people prioritizing fitness and showing up at our gyms.
I believe the rise in disposable income among the middle class, combined with increased awareness of health and fitness, has led to more people wanting to stay fit. This trend isn’t limited to gyms; it’s also evident in the growing number of sports facilities springing up. People are increasingly engaging in physical activities, whether it’s going to the gym, playing a sport, or pursuing some other form of exercise.
Interestingly, while this trend is visible in both tier-one and tier-two cities, it seems stronger in tier-two towns. Why? Because they have something metro populations often lack: time. In urban and metro areas, people are constantly on the go and pressed for time. In smaller towns, however, people have more time to focus on themselves, which contributes to better fitness trends in those areas.
Growth in membership and split between male and female membership?
On average, we’ve seen about a 15% increase in memberships across India since the pandemic. However, the split between men and women is still skewed. Unfortunately, the percentage of female members is lower compared to the Western world, with women making up about 25–30% of our membership base.
What strategies are you implementing to encourage more women to join gym memberships?
At Anytime Fitness, we have always focused on creating an inclusive and welcoming environment rather than promoting heavy lifters or bodybuilders. Our gym design and infrastructure reflect this ethos. For example, we provide private bathrooms to ensure privacy and comfort for female members. Additionally, we avoid including heavy weight dumbbells and extensive plate-loaded equipment, which can sometimes feel intimidating. Since the beginning, our goal has been to build a non-intimidating culture and atmosphere that feels inviting for women.
How many female trainers do you have at your gyms?
Typically, we have one or two female trainers at each gym. However, the number is relatively low because fewer women choose this profession. While we strive to include female trainers, most of our female staff are at the front desk rather than in training roles.
How many franchisees and gyms does Anytime Fitness currently have in India? How many of these franchises are profitable?
We currently have about 80–85 franchisees, and between them, they manage approximately 163 gyms. This includes gyms that are open today and those set to open within the next two to two-and-a-half months.
Around 99% of our franchises are profitable. The success is evident from the fact that many franchisees own multiple gyms. Some own more than five, and one franchisee even operates 15 gyms. This consistent expansion highlights the profitability of the model.
From a B2B perspective, how much does it cost to open a gym franchise with Anytime Fitness?
The total project cost to open a franchise with Anytime Fitness typically ranges between Rs 2.5 crore to Rs 3 crore. This covers all necessary investments to set up and run the gym. Additionally, this is a fixed royalty.
Are there plans to expand Anytime Fitness further in India, particularly in Delhi NCR?
Yes, we are continuously expanding and have plans to add another 25 gyms in Delhi NCR over the next two years. Currently, we have about 75 gyms in the region, and despite our presence, there are still areas we haven’t covered. The borders of NCR are constantly expanding, so we aim to have gyms wherever people are looking for them.
Which states do you consider most important for future expansion, and where do you see the most growth?
In terms of revenue, Delhi is the most important state for us, as we have our largest presence there. Outside of Delhi, we are also strong in Lucknow, Mumbai, Jaipur, and Kolkata. Emerging states like Gujarat are showing significant growth, and we’ve recently signed a deal for 20 new gyms to be opened in the next three years in Gujarat alone. Maharashtra is also seeing increasing demand.
Other than weight lifting and bodyweight exercises, what other fitness trends are you noticing, such as Zumba, yoga, and Pilates?
Yoga and Pilates have been around for a long time in India and continue to grow in popularity, along with other trends like Zumba. While these activities are in high demand, no fitness centre can meet all the diverse fitness needs of members. There’s a demand for various activities, from yoga to Zumba, and we see growth in all of them.
What about Pilates? Is it something you’re planning to incorporate into your gyms?
Pilates is a bit more niche and tends to be more expensive, which makes it less accessible for the masses. While there are Pilates studios emerging, we don’t currently have plans to incorporate it as a core offering in our gyms.
How does the fitness market in India differ from the global market, especially in terms of gym memberships and consistency?
Fitness in India is still not a top priority for most people. Less than 1% of the entire population is part of any kind of fitness regime, which is a stark contrast to Western markets. In countries with high fitness penetration, such as some in the West, the fitness participation rate can be as high as 22%. The average for Asia is about 8%, and even in urban India, the rate is still under 2%. However, there’s significant room for growth, especially as India is a young country, and the fitness landscape is gradually improving.
How are your offerings different in the Indian market compared to the global market?
Our offerings are standardised across the globe. Whether it’s in India or any other country, the product offering remains the same across all 5,500 gyms. We provide the same services, including our app, which is available in different languages across various countries. Our design theme, look, and feel are consistent worldwide. Additionally, we offer worldwide reciprocity, meaning members can use their key fob to access any gym, regardless of the country. The experience is consistent wherever our gyms are located.
How do you approach B2B and B2C marketing, and what strategies do you use to reach the right audience?
Our marketing strategy is centred around inspiration for different demographics. For Gen Z, the younger generation, it’s more about peer influence, as they naturally gravitate toward gyms through their social circles. For millennials and older individuals who have never been to the gym, we focus on inspiring them to make fitness a part of their lives. In India, there’s also a strong aspiration toward brands, whether it’s gym chains or premium services. People seek places with a certain brand affiliation to elevate their social status and to avoid the fear of missing out (FOMO). We aim to target all age groups with the right creative strategies to create that aspirational pull.
What is your marketing budget breakdown between digital and traditional marketing?
We allocate around 70% of our marketing budget to digital marketing. The remaining 30% goes towards events and partnerships, such as marathons, where we promote health and fitness. While we occasionally use radio for advertising, we do not engage in TV advertising or other traditional media like print.
What are your expansion goals and which markets are you focusing on for growth?
We are targeting 450 gyms by the end of 2028. Our current focus is on expanding aggressively in Maharashtra, where we’ve already established a regional office in Mumbai and are strengthening our manpower. Additionally, we’ve sold about 20 gyms to a single franchisee in Gujarat, and Maharashtra will continue to be a key market for our expansion.