Fitness Files is now part of our Platinum membership package.
This post is the second of two parts. To read Part 1, please click here.
Anytime Fitness is branding itself as “the club for busy people,” capitalizing on the convenience it provides to its members; and most corporate marketing plans and pieces are geared toward conveying that message, Spence said.
The marketing he does on his own to promote his individual clubs is far different than what he does to market another franchise he owns, Naked Pizza.
🎯Find Best-Fit Franchises Still Available in Your Target Area (Free Tool)
When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code to see which franchises are still available near you, saving you months of wasted research.📈Dreaming of Multi‑Unit Success? Lock In Prime Territories Before They're Gone.
Colin started as a team member at 21 and now owns 6 locations in Tampa Bay. Lisa came from marketing and built 21 in San Diego. The most successful multi-unit owners move early and secure markets with room to grow. Use our free tool to search multiple ZIP codes and find franchises where you can still stack locations, before someone else does.Instead of constantly advertising, like he does for his pizza restaurant, “with Anytime Fitness, I’ll run a hard marketing campaign for a short period of time and then work the leads generated by that,” he said.
Members Invited to “Rock Your Goals”
With new year’s goals and resolutions set by potential members, January is a big month for generating interest in the fitness industry, Spence said. One of the promotions developed by his team over the years is called “Rock Your Goals.” It encourages members, old and new, to set fitness goals at the beginning of the year, working out at least 12 times a month; and if they follow the plan, they are rewarded with a chance to win trips.
Because of his gyms’ proximity to Cleveland, some members win a trip to the Rock and Roll Hall of Fame. The grand prize winner goes to the Hard Rock Hotel & Casino in Las Vegas. Spence’s clubs hold a big party in April to award the prizes and he usually sees about 300 new members show up to an event, he said. There is food donated by other businesses to keep costs down, games to be played with giveaways other than the trips; and he promotes his clubs’ services by having his personal trainers do exercise sessions in the parking lot.
“It will be decked out with a complete rock and roll theme,” Spence said of the event.
🎯Find Best-Fit Franchises Still Available in Your Target Area (Free Tool)
When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code to see which franchises are still available near you, saving you months of wasted research.🔴Free Webinar: 6 Under-the-Radar Franchise Concepts That Serious Buyers Should Know
Every month we feature 6 standout franchises that could be the opportunity you've been looking for, each evaluated on disclosed financials and matched to the type of buyer most likely to succeed with it. Can't attend live on October 27 at 6PM EST? Register now and we'll send you the full recording the next day. Reserve your spot here.All participants are given a T-shirt with the Anytime Fitness logo that is made to look like a shirt you would buy at a rock concert and the back resembles a listing of a band’s tour dates, but instead lists the dates that he opened each of his Anytime Fitness clubs.
Spence said the annual event is one of the most important marketing initiatives that his clubs do. It not only helps to promote his clubs, but it generates new members, which is important in the business. Also, it keeps current members coming to the gym on a regular basis, which is important for referrals. The club always encourages them to bring a friend, which can garner further business.
To Access the Rest of This Article and Other Premium, Income-Enhancing Content, Subscribe Now or Log In.
Gain the Insider Information (and Actual Earnings Data) You Need to Make a Safe and Smart Franchise Investment. Click Here to Learn More.
💼Corporate Executives: Your Management Experience Is Your Greatest Franchise Asset
Whether navigating a career transition or planning your next chapter, franchise ownership gives you a proven system to put decades of management experience to work for yourself. Severance packages, 401k rollovers, and SBA loans make funding more accessible than most executives realize. Enter your ZIP code to explore franchise opportunities still available in your area and find out which brands are actively seeking experienced business leaders like you.The Best of Franchise Chatter
🥇The Most Profitable Franchises of 2026
🥈Franchises Ranked by Average Revenues
🥉Franchises Ranked by Average Profits
🏆Franchise Winners, Survivors & Losers
Subscribe Now or Log In
🎖️Military Veterans: Your Service Prepared You for Franchise Ownership Better Than You Think
Franchisors actively seek out veterans because the discipline, leadership, and ability to follow a proven system that the military instills are exactly the qualities that make franchise owners successful. Through the VetFran program, many leading brands offer significant incentives including reduced franchise fees and special financing. Enter your ZIP code to explore franchise opportunities still available in your area and find out which brands are actively looking for veterans like you.
Franchise Chatter is reader-supported. We may receive a commission for leads generated from affiliate links and banners on our site.
Leave a Reply