Anytime Fitness has become the first US fitness concept to be granted a licence to operate in China. “With more than 3,500 gyms serving nearly three million members on five continents, we are confident our business model paired with the China capacity, will prosper thousands of gyms,” said Dave Mortensen, president and co-founder of Anytime Fitness. “We’re in the business of building communities and helping people achieve their goals, something that transcends across borders. The knowledge and experience of our master franchisee will greatly facilitate the success of the Anytime Fitness brand as we navigate the local business environment.”
Master franchisee Maurice Levine said, “Our goal is to bring fitness to the Asian community and support people on their journey to get to a healthier place. While the atmosphere and amenities are upscale, the gym is inviting, unintimidating and priced right. It brings a much-needed service to the community. It’s accessible, affordable, provides supportive coaching and is a great place for community members to get to know each other while achieving their fitness goals.”
Interestingly, more than 99 percent of Chinese do not have a gym membership. To successfully tap into this huge opportunity for growth, Levine will deploy a strategy designed to build a culture of fitness. Part of his strategy includes creating the first Wellness University in Shanghai for career development and certifications of personal trainers.
