Focusing on Your Strengths: How a Fitness Franchise Succeeded by Specializing

By BRIAN DIGGELMANN When designing a concept in a saturated market like frozen yogurt or fitness, some brands introduce a complicated array of products and services to stand out from the competition. Others choose to find the core of their business model and focus on making it as strong as possible. Workout Anytime falls into the latter group. Launched in 1999, the Atlanta-based fitness concept has found success by honing in on three core concepts: low-cost, no contract memberships, superior equipment and 24/7 access. Founders Steve Strickland and John Quattrocchi got the idea for the fitness franchise when they were selling workout equipment and designing clubs. “We needed a place to show our equipment, so we opened a club, put a key on the front, called it Workout Anytime and let people literally work out anytime,” said Strickland, who now serves as CEO. “To our great pleasure, the concept really sizzled and exceeded our wildest expectations.” Strickland and Quattrocchi soon realized there was a demand for smaller, boutique-style fitness clubs. Strickland says that although their space was small, it was packed with top-shelf, high quality equipment. “We put a lion’s share of our resources into the product itself,” he says. “We openly state that we have the best workout by square foot in the industry. Clubs average about 5,000 square feet and the majority of that space is dedicated to the workout portion of it.” Another core component of the Workout Anytime model is its namesake; all-day, everyday availability. “One of the biggest reason’s people don’t join gyms is because of time constraints,” said Molly Morrow, head of communications and media. “We can reach a lot of people like bartenders, nurses and teachers that don’t get to work out during the day. They have the opportunity to come at their own time.” Gym goers are given a badge that allows them access to clubs at any hour. Surveillance systems and panic buttons are also available to ensure patrons’ safety. “People are buying convenience but they also want the best workout possible,” said Quattrocchi. The final tenet of the Workout Anytime plan is also the one that makes them really stand out in the sector—low-cost memberships without the burden of a lengthy contract. “Our number one thing is price,” said Quattrocchi. “Most 24-hour clubs I’ve seen are still contracting, many times at $29 per month for 24 months.” With a month-to-month subscription model for just $15, Workout Anytime offers substantial return for a very small fee. Today, Workout Anytime has nearly 50 units throughout the southeast and offers innovative tools to franchise like smartphone apps to remotely monitor clubs. With 40 years of experience in the fitness industry between Strickland and Quattrocchi, it would be hard to find better mentors. “The most important thing in buying a franchise is the experience,” says Quattrocchi. “Steve and I have already made all the mistakes so they don’t have to do that anymore. We can teach them how to be profitable.” For more information on franchise opportunities with Workout Anytime, visit http://workoutanytime.com/franchise/franchise-opportunities