“People do not enter gyms if they are intimidated, so we set out to welcome everyone – first-time gym goers, disillusioned former members, athletes, and gym buffs. Be within one to three kilometres of where people live and work offer safe, convenient, secure access to a gym with top-of-the-line equipment and provide a surprisingly personable experience to members and the community. Levine summarises: “Our model is simple, and that is why it works. “And as we grow, the number of people employed in fitness, and who see fitness as a viable career, also grows with us.” Community pillarsĬentral to the momentum being gathered by Anytime Fitness Asia is the simplicity and impact of its business model. “We have a growing network of franchisees who are now multi-gym owners, having seen monetary and emotional return on their investment,” Levine explains. For instance, it partners with national governments on their long-term nationwide fitness goals and also works within communities where its expertise is needed. However, the goalposts are moving thanks in no small part to the work of Anytime Fitness in changing perceptions. Across Anytime Fitness’s Asian markets, an average of just 2.17 percent of citizens are gym goers, with an even smaller number considering fitness as a viable business investment, or a job through which to forge a career. Levine also points to a statistic which represents both the greatest challenge and opportunity to the fitness industry in Asia.Īgain, people are front and centre here.
Setting up in a country and being part of both the learning and the educating process, watching more gyms open and more people get involved, Anytime Fitness is there when the industry is born.” “The region is where the US, Europe, and Australia were over 30 years ago, when fitness was not yet a lifestyle and was just a fad. The opportunities are massive, and so are the challenges. “It’s like being present at a birth, with all the joys, pains, and fulfilment that goes along with it. “If it was an exciting time to enter the fitness industry in 2013, it’s an exhilarating time now,” says Levine. Today the company operates in seven other countries, including Malaysia, the Philippines, Indonesia, Thailand, Hong Kong and Macau, a footprint that translates into more than 250 24-hour gyms across the region, and part of Anytime Fitness’s network of over 4,500 sites around the world.īeyond the bricks and mortar and 24-seven access provided, Levine is quick to recognise that the business fundamentally boils down to its people, all of whom carry his motivation to positively impact their communities and help change the lives of others.Īnd it has never been a better time to do so. Woodlands is a small neighbourhood right in the middle of where people live, and its success led me to be able to franchise quickly in Singapore in 2014.” “I asked them for a location they would never show me. Indeed, Levine is now Chairman and Master Franchisee of Anytime Fitness Asia, a brand that has been exponentially built up from the single gym he still owns in Woodlands, a small enclave in Singapore that went against the traditional high-traffic, high-rent grain suggested by developers. “The same day they responded, I flew to the Anytime Fitness headquarters in Minnesota, and the rest – six years, eight countries, 350 territories, 250 gyms – as they say, is history.” “I believe their reaction to my master franchisee proposal was ‘who is this audacious man who wanted to bring our brand not just to one country, but to an entire region that was not yet in our sights?’ “I was looking for something that mattered,” he recalls, “something that made a difference, something that touched and changed people’s lives.
Anytime fitness corporate profile professional#
Trading in gold at the time, he was enjoying a lucrative and successful juncture in his professional life serving as CEO of Gold Buyers Asia out of Singapore. In 2013 Maurice Levine had no idea his career was about to be transformed into the world of health and fitness. Right then and there, I got in touch with them, and proposed to be the master franchisee for Asia.” “Serendipitously, one of my sons called me from out of the blue and asked me about this 24-hour gym he had just heard of – you guessed it – Anytime Fitness. A quick online search, and I found this brand, called Anytime Fitness.
“There were no 24-hour fitness centres anywhere in the country, and to my recollection, Asia for that matter. The Eureka moment came on a random late night in Singapore.
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Writer: Tom Wadlow | Project Manager: Josh Hyland Anytime Fitness Asia has established itself in hundreds of communities across eight countries, its gyms becoming a welcoming home away from home for its members, staff, and franchisees
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