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Anytime Fitness: a franchise in shape thanks to Geoblink
We have been able to really accelerate our expansion plans by uncovering and exploiting new opportunities
David Abrahams - Director of Franchises at Anytime Fitness
About Anytime Fitness
Anytime Fitness is an American gym franchise that was co-founded in 2002 by Dave Mortensen and Chuck Runyon. The Anytime fitness concept is based on providing a warm, friendly workout environment and 24/7 gym access at affordable prices to people who live or work nearby.
These core values have driven the success of this business model, turning Anytime Fitness into the fastest growing franchise in the world. The company now has more than 3,800 gyms in over 30 countries, with a strong presence in major European cities. The franchise’s mission was to gain market share in the metropolitan city of Madrid. Anytime Fitness quantified this objective and had its sights set on opening 10 new gyms in the Spanish capital by the end of 2018.
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“Geoblink is a very practical tool for us. It has played an indispensable role in supporting our franchisees, both new and old. Geoblink allows us to identify locations efficiently by instantly finding areas with the highest concentration of people from our target audience.”
Challenge
One of the core principles that has contributed to Anytime Fitness’ success revolves around customer loyalty. The franchise’s marketing team spends a great deal of time developing digital content initiatives used to unite their customers around a series of shared values. These values are what keep customers coming back to the gym to achieve their fitness goals, where they have found a sense of community with fellow members and employees. To create that communal feeling amongst Anytime Fitness customers in Spain, the franchise first needed to take a step back and analyse the behaviour, cultural norms and habits of the Spanish population. Only then, could Anytime Fitness develop a successful customer loyalty strategy that truly resonated with the Spanish people, meeting their expectations in a geographically relevant way.
However, connecting with customers is only one part of Anytime Fitness’ dynamic expansion plans. The franchisees fall on the other side of the spectrum, and their investment in the project is crucial to the retail network’s growth. Anytime Fitness wanted to provide their franchisee counterparts with more than just the gym infrastructure and marketing materials to make their businesses profitable. They wanted to attract them and win their investment by using compelling data to help them find the best locations possible to open their Anytime Fitness centres.
Benefits
The data and analytic power of Geoblink allowed Anytime Fitness to understand the expectations of its customers in previously unknown markets. Geoblink has also enabled the company to engage potential franchisee investors through location strategy studies based on objective, real-time data.
Geoblink’s Location Intelligence platform has allowed Anytime Fitness to tap into the power of data-driven market research, helping the franchisor to determine what drives consumer behaviour in the Spanish capital. Geoblink has helped the franchisor to obtain a much clearer image of the opportunities they can offer to new and existing franchisee partners by understanding how location affects the performance of their gyms in different areas.
Using Geoblink, Anytime Fitness is able to instantly map out catchment areas that are 10-12 minutes walking distance from a potential customer’s home or just 5 minutes from work. Anytime Fitness looks for locations that meet their gyms’ success criteria, consisting of high density residential or working population territories of around 30,000 inhabitants with low unemployment rates. In turn, the franchisor shares this valuable information with franchisee investors and relies on Geoblink to easily find new locations that maintain those very characteristics.
Anytime Fitness offers a 360º support system to franchisee investors, and part of that support involves minimising opening times and choosing the right territories. The franchisor uses Geoblink to perform live demos in front of the franchisee when evaluating a new site. This in-depth and instantaneous market research has been a unique selling point in favour of the franchise when it comes to getting franchisees onboard.
In the words of David Abrahams, Franchise Director of Anytime Fitness, Geoblink has helped him to “bring the whole project to life” and support the story with powerful data insights. The only thing that worries David now is that his competitors will also buy the tool, causing him to lose his competitive advantage.
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