Anytime Fitness Accelerates European Expansion

Anytime Fitness

Anytime Fitness is growing its European footprint.

What’s happening: The gym chain recently launched in France and Austria, with plans to enter Scandinavia.

Building on its presence in the UK, Belgium, The Netherlands, Italy and Spain, parent company Self Esteem Brands plans to open 10K properties globally by 2030, with Anytime leading the charge

Community first. One of the largest global fitness franchises, serving 5M members across 5.2K clubs in 42 countries, Anytime’s growth is powered by a dual approach.

Partnering with master franchisors, and implementing area development agreements, enables the gym chain to maintain brand continuity while catering to local communities.

Meanwhile, integrating SEB’s studio brands (Basecamp Fitness/SUMHIIT Fitness and The Bar Method) within a club’s territory engages holistic exercisers seeking choice and community – a model proving successful across the globe.

‘Glocal’ Reach

Eyeing European growth, fitness franchises are combining a global mindset with local perspectives to ensure success across markets.

  • Teaming up with Digme Fitness to launch 20 new UK sites by 2026, Orangetheory Fitness prioritises a “consumer-centric approach” and “localisation of studios”.
  • Barry’s 2024 Spain debut will see its Barcelona-based studio leveraging neighbourhood nuances to cultivate community.
  • TRIB3 is fast-tracking growth by licensing its HIIT studio to big-box gyms with a local presence, including Amsterdam’s TrainMore and Holmes Place Portugal.

Looking ahead: With the European fitness market ripe for expansion, international brands are extending their reach. Backed by double-digit growth globally, Anytime is well-positioned to scale. Tapping the right partnerships, its pathway to gaining market share also looks promising.

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