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Anytime Fitness Targets Indonesia, Middle East Amid Global Push

Anytime Fitness Targets Indonesia, Middle East Amid Global Push

Indonesia is experiencing a fitness wave and is now home to 25 Anytime clubs — a milestone the 24/7 gym aims to replicate in the Gulf region

Anytime Fitness has achieved a new milestone in Indonesia, opening its 25th club amid a growing interest in fitness and wellness in the country as the high-value, low-price (HVLP) gym brand continues to scale globally, including in the Middle East.

Under parent company Self Esteem Brands, the rapidly growing Anytime Fitness now operates over 360 clubs across Southeast Asian markets. The newest club, in Tangerang, offers members equipment from Matrix Fitness, Ziva and Evolt, personalized coaching, free unlimited group classes and the ability to access any Anytime Fitness club in the world with a keyfob.

Indonesia’s growing middle class and increased health awareness have resulted in an increase in Google searches for the keyword “gym” over the last two years, according to one finding.

Anytime Fitness has become a go-to fitness club for people around the world — boasting over five million members throughout its 5,400 clubs in 42 countries, with members enjoying personalized fitness plans, SmartCoaching technology, personal training, small group classes and 24/7 access at over 5,000 locations.

The fitness franchise also secured a deal with Apple Fitness+, marking the tech giant’s first partnership with a gym or health club.

International Expansion Takes Off

While Anytime Fitness is growing in the U.S., the brand has also been enjoying immense interest in its brand from across the globe.

Last summer, Anytime France SARL joined Anytime Fitness as master franchisee. Its owners, Benoit Hanssen and Matt Burgess, operate Anytime Fitness clubs in Italy and are enthusiastic about growing the brand across France. 

credit: Self Esteem Brands

Beyond Indonesia, the gym franchise is also focusing on the UAE, with the opening of its first Anytime Fitness club in Dubai later this year — the first of several clubs in the region over the next eight years as part of a master franchise agreement. 

Leading the growth in the region is an investment group directed by Dr. Mark Mobius, a long-time Anytime Fitness member who, along with John Ninia, will grow the gym brand. The two investors tapped two Anytime Fitness Philippines franchise operators to relocate to the booming city and oversee the club openings. 

Anytime’s Middle East Strategy

Sander van den Born, Self Esteem Brands’ executive vice president, international, told Athletech News that Anytime Fitness sees huge potential in the booming Middle East fitness market.

“It’s a market that — due to the expat community and the diversity — is usually leading with a lot of innovation and new trends and people want to try it all out,” Born said. “We feel that the Anytime Fitness proposition is a great fit for the area of the UAE because there’s a stable community and there’s a clear interest in health, wellness and fitness. There’s a stable demand for our proposition.”

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Sven van den Born (credit: Self Esteem Brands)

Born believes successfully launching Anytime Fitness in the UAE will set the bar and usher in other growth in the area, particularly as the region has become fitness-focused and looks to Dubai as a pillar.

“The UAE is the place to be if you want to expand out in the (Gulf Cooperation Council) region,” Born said

He indicated that Dubai will lead the way, adding that the market is further ahead than other markets like Abu Dhabi or other countries like Oman or Saudi Arabia. After Anytime’s master for the UAE was announced, Born said other countries in the GCC region took note and that there has been more interest than the brand originally had.

“Potential partners that we have for Saudi Arabia, they are very vocal in saying We’ll look at Dubai, we’ll learn from Dubai, and we want to do it better,'” Born said. “Dubai usually leads.”

In addition to Anytime Fitness, other SEB brands, like The Bar Method, a female-focused Barre concept, could also have great potential in the region.

“The females in the GCC – in particular, Saudi Arabia – there’s been quite an evaluation in the way they’re being seen in the community,” Born said. “They can drive now. They have far more freedom than they used to have. They go out and are interested in sports, health and wellness. So we do feel that some of our offerings (especially The Bar Method) are very suitable for the female population in Saudi Arabia.”

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