Anytime Fitness Asia Goes Big With New Campaign, Reflecting Shifting Wellness Priorities

The 24-hour gym operator’s “Train For Your Life” campaign responds to survey findings that mental wellness and better sleep outrank aesthetic goals

Anytime Fitness Asia is launching a new brand campaign across Singapore, Malaysia, the Philippines, Indonesia, Hong Kong, Thailand, Vietnam and Taiwan as consumer data reveals a shift in fitness priorities from physical appearance to mental and emotional well-being.

The campaign, dubbed “Train For Your Life,” follows a regional survey of nearly 9,000 respondents, with 61% now ranking better sleep as a top health priority and 49% emphasizing mental well-being over conventional goals, such as weight loss or muscle gain. While 60% identified exercise as their primary health strategy, only 14% reported using commercial gyms, focusing instead on daily movement through activities such as commuting, household chores or at-home workouts.

Central to the campaign effort is the 24-hour fitness operator‘s SmartCoaching Ecosystem, which integrates training, nutrition, and recovery into an app for a more personalized fitness experience.

“Our mission has always been to support our members not just in their workouts, but in living a healthier, more confident life,” Inspire Brands Asia (IBA) president and co-founder Johannes Raadsma said. The group is the regional master franchisee of Anytime Fitness. “This campaign is a bold expression of that commitment, whether you’re starting out, returning after a break, or navigating a life transition.”

The 24-hour fitness operator is nearing 500 clubs across the region and operates more than 5,600 locations worldwide.

“Being relevant means being relatable,” IBA Group CEO Luke Guanlao said. “We don’t push perfection—we support progress. That’s what sets Anytime Fitness apart as the largest, most inclusive, and most accessible fitness brand offering 24-hour access, global reciprocity from day one, and holistic support for real life.”

Last month, Anytime Fitness Singapore opened its 125th location and is on pace to expand to 200 clubs over the next decade.