The positioning that makes Workout Anytime different
The US budget gym market is dominated by Planet Fitness (2,500+ clubs), Anytime Fitness (4,500+ clubs), and Crunch Fitness (400+ clubs). These chains primarily target metropolitan markets and cities over 100,000 population, where population density justifies their high-volume model.
Workout Anytime built its growth on a different thesis: American secondary markets, cities of 20,000-80,000, are underserved in fitness and represent a captive market for a well-positioned brand. These markets are too small to attract Planet Fitness but large enough to support a profitable reduced-footprint club.
The result: 225+ clubs in 25 states by 2025, concentrated in secondary Southeast and Midwest markets. Growth has been organic and profitable, the chain hasn't pursued aggressive expansion at the cost of sacrificed profitability.
The franchise economics
Total franchise investment: $800K-1.3M, significantly below Anytime Fitness ($1.1-4.6M) or Planet Fitness ($2.2-4.9M for a new build). Typical club footprint: 550-750m². Breakeven: 500-700 members, typically reached in 12-18 months in targeted secondary markets. The key economic differentiator: labor costs at 15-20% of revenue vs 30-35% industry average, achieved through biometric access, remote monitoring, and member apps that allow clubs to operate with 1-2 permanent staff.
Q1 2026 expansion and lessons for independent operators
Q1 2026: 30 new franchises signed, concentrated in Florida secondary markets and Southeast US. All new locations in markets under 200,000 population, maintaining the secondary market discipline. For independent European gym operators, the transferable principles are: target geographically underserved markets, use technology to reduce labor cost ratio, and discipline on footprint and initial investment to preserve cash.