A fresh new look for Anytime Fitness aims to provide members with a consistent brand experience at every club in the global network.
The new design is being progressively rolled out across Australia in both new clubs and those going through refresh.
Arthur McColl, CEO of Collective Wellness Group, the parent company of Anytime Fitness Australia, said “Our new design concept embraces and enhances the favourite features of our existing gyms, identified by our current members, such as top-of-the line equipment, larger free weight areas, and private changing rooms. We’ve focused on creating an environment where members feel empowered, not intimidated, to get over the hurdles of improving their health.”
McColl said the new design concept emphasises four principles viewed as key to Anytime Fitness’ success: approachability, empowerment, honesty and humanity.
Anytime Fitness turned to guest experience design firm Livit to develop the new look which features vibrant colour schemes and a more functional layout.
“Anytime Fitness’ new design is based on a guest-centric approach, modifying the previous design from the general layout to the smallest details,” said Benjamin Calleja, CEO, Livit Design. “To reach such result, Livit conducted a comprehensive study of the previous user experience in various gyms, identified its strengths and weaknesses, then drew from there a current guest experience map and an ideal one.
“In addition to freshening up the look and feel of the brand, the main objective of this new design is to create a consistent ‘Anytime Fitness Experience,’ in which a member would always feel supported by people at his or her service,” said Calleja.
“This strong focus towards a welcoming and caring atmosphere has been incorporated into the new functional area, which is now at the heart of the gym, and around which the other areas are centred.”
The first gym in Australia featuring the new design is located in Ripley, Queensland.
Franchisee Matthew Doughty said “Our passion is driven by seeing members achieve their fitness goals and feel good about their workouts. The new design is engineered to help us better ‘care, coach and connect’ with our members.
“Features such as an open office allow us to better communicate with our members and engage in their experiences. Increased functional training space allows for more flexibility with group training programs to meet the needs of a wide variety of members.”
The first Anytime Fitness gym opened in the US 16 years ago and the brand began operating in Australia six years later. Today there are more than 4,000 gyms serving 3 million members across the globe. Anytime Fitness Australia is about to open its 500th club.
