Anytime Fitness: How a 24/7 Model Built a Fitness Empire in Singapore
Singaporeans are increasingly prioritizing health and wellness, and Anytime Fitness has positioned itself as a leading player in meeting that demand. With 150 outlets across the island nation since its 2013 launch – roughly one gym for every 5 square kilometers – Anytime Fitness has become a ubiquitous sight in neighborhood malls, MRT stations, and business parks. The brand’s success isn’t accidental; it’s the result of a carefully crafted franchise formula that combines a scalable business model with strong local ownership, creating a network that’s both widespread and profitable for its partners.
The story of Anytime Fitness’s dominance in Singapore begins with a vision for convenience and accessibility. Founded in Minnesota, USA, in 2002 by Chuck Runyon and Dave Mortensen, the gym chain aimed to provide a 24/7 fitness experience at an affordable price point. A decade later, the concept arrived in Singapore, spearheaded by Maurice Levine, then-Master Franchisee of Anytime Fitness Asia.
Rather than immediately targeting prime locations like Orchard Road, the company made a strategic decision to open its first outlet in Woodlands in 2013. “Conventional knowledge told us that the first location all the way back in 2013 needed to be at the heart of Orchard—and yet we placed it in Woodlands,” explained Ryan Cheal, Group Chief Operating Officer of Inspire Brands Asia, the exclusive regional master franchisee. This unconventional choice allowed Anytime Fitness to “build trust quickly, establish local relevance, and create early momentum without overextending the brand” by focusing on neighborhoods and business districts where quality fitness options were limited.
This approach resonated with a key demographic: individuals with irregular work hours or those living outside the city center. The 24/7 accessibility, coupled with the ability to access any Anytime Fitness gym across the island – and even internationally – provided a level of convenience that traditional gyms couldn’t match. Competitive pricing and a smaller, more localized club format further enhanced the appeal.
The business model proved equally attractive to entrepreneurs. Franchisees recognized a scalable framework, strong brand support, and clear market demand. By concentrating on underserved areas, early franchisees were able to quickly build loyal memberships, enabling the brand to expand to 50 outlets within just two years. Today, over 60% of Anytime Fitness franchisees in Singapore operate multiple clubs, with an average of four each, and many are expanding into neighboring markets like Malaysia and Indonesia. This expansion demonstrates a high degree of confidence in the franchise model.
The regional strategy received a significant boost in 2020 with the acquisition of Anytime Fitness Asia by Inspire Brands Asia, a consortium of top franchisees from Malaysia, the Philippines, and Singapore. This merger consolidated ownership and management, allowing Inspire Brands Asia to operate over 30% of the brand’s footprint in Asia at the time. Currently, Inspire Brands Asia manages approximately 600 Anytime Fitness outlets across Asia, including Singapore, Malaysia, Indonesia, the Philippines, Hong Kong, Thailand, Vietnam, and Taiwan.
For prospective franchisees in Singapore, the initial investment ranges from US$330,000 to US$450,000, depending on location, size, and build requirements. However, Inspire Brands Asia provides comprehensive “end-to-end support,” encompassing site selection, pre-opening setup, operational systems, staff training, marketing, and ongoing performance guidance. This support system is designed to maintain brand consistency and quality across all locations. Furthermore, the group utilizes fixed, clearly defined fee structures, allowing franchisees to focus on business operations without the uncertainty of fluctuating costs.
“Predictability matters, especially in a capital-intensive industry like fitness,” Cheal stated. “The goal is to build a sustainable, profitable business over the long term.” While some outlets have achieved breakeven within six months, driven by strong pre-sales and effective local marketing, the broader benchmark is a return on investment within three years, with some high-performing gyms reaching full ROI in as little as 12 months.
Singapore’s success has served as a model for Anytime Fitness’s expansion throughout Asia. The neighborhood-first, community-driven approach has proven equally effective in other markets under the guidance of Inspire Brands Asia. Despite Singapore’s small size, Cheal believes it remains a market with significant growth potential. “Singapore’s size was never a limitation, in many ways, it is an advantage,” he remarked. “Its high urban density and fast-paced work culture create a clear need for fitness that is convenient, consistent, and accessible.”
The brand’s continued success hinges on its ability to differentiate itself in a competitive landscape. According to Cheal, Anytime Fitness stands out through its “true 24/7 accessibility, a strong community-based club model, and a clear focus on measurable member outcomes.” The company has also evolved beyond the traditional gym experience, integrating a digital ecosystem through its app, allowing members to access training content, track progress, and manage their memberships. “That integration helps members stay engaged over the long term, not just during peak motivation periods—we’ve been able to move beyond just being a place to work out and become a long-term wellness partner for members in Singapore and across our other Asian markets.”
