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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.

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.

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.

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