Anytime Fitness has implemented specific strategies to support inclusion and diversity across its 500+ clubs.
Around 20% of Australia’s population have a disability, yet those with a disability are rarely marketed to and can feel unwelcome in mainstream fitness environments.
According to Anytime Fitness, creating an inclusive environment goes beyond accessibility issues. It needs to address other factors such as suitable lighting and volume for those with sensory needs, and make clients feel welcome in the space.
Anytime Fitness inclusive initiatives include education program WeFlex
Anytime Fitness has partnered with a disability-specific education initiative WeFlex, which helps trainers and clubs understand how to train people with a variety of disabilities.
It can also help to pair up people up who are looking for a trainer and can help customers access their funding/ benefits from NDIS to pay for their training.
Tommy Trout founded WeFlex to help his brother who is on the autism spectrum.
Anytime Fitness encourages diversity
Proud2Play is another initiative that Anytime Fitness has aligned with. It is working on a roadmap for its clubs to help connect with LGBTIQ+ people and groups. The clubs are also reviewing their hiring processes to encourage diversity and assist gender neutral support for working parents in the fitness industry.
National campaign launched early 2022
The brand launched its Any Body, Any Time campaign at the beginning of 2022. This national brand campaign was designed to show that everyone is welcome no matter their shape or size, how they want to train, how they identify, whether or not they have a disability.
Caitlin Bancroft, chief marketing officer at Anytime Fitness, said “It is rare for certain communities to be marketed to, and that consequently makes them feel unwelcome.
“Our new campaign sought to represent and reflect the true diversity of people who work out in our gyms to promote the message that we are a welcoming network and anyone is welcome to step foot into our doors.”
Supporting mental health initiatives
Anytime Fitness is a major partner of R U OK? The harm prevention charity encourages people to stay connected and have conversations that can help others through difficult times in their lives.
Tread As One is an Anytime Fitness campaign held in October as part of Mental Health Awareness month. Clubs encourage people to run, walk or jog for as long as they can on the treadmill.
Last year clubs raised about $300,000.