Suburban locations to be key part of Anytime Fitness' growth as 'Donut Effect' continues

Leading fitness franchise, Anytime Fitness, set for a number of gym openings before the end of 2023, with suburban locations a significant part of pipeline.

Anytime Fitness is set for an exciting second half of 2023, with a series of gym openings scheduled before the end of the year.

At the heart of this growth will be gym openings in traditionally more suburban areas, which are continuing to benefit from increased spending and relocation numbers due to changing consumer habits, also known as the ‘donut effect’.

The fitness industry has benefited significantly from this, with data from 15 Anytime Fitness gyms in suburban areas showing a 19% increase in turnover between January and March 2023, compared to the same period in 2022. In addition, member spend increased by 14% and average visits per month of its members rose by 9%.

This trend is set to continue and as Anytime Fitness expands its presence in the UK, openings in suburban areas will contribute significantly to its growth.

“The right location is integral to owning a successful gym and we’ve got a strong pipeline of openings in 2023 and beyond. Our industry’s recovery in the past two years has put us in a stronger position than ever with landlords, who see the benefits and long-term stability of gym operators."
Daniel Penn, Head of Network Development at Anytime Fitness UK.

“With hybrid working here to stay, suburban locations are a fantastic opportunity for us as you’re seeing a greater number of home workers and relocation to these areas. This is something seen by the hospitality industry too and given the population’s increased consideration to their health and wellbeing, there is significant demand for gyms in these locations.”

One of Anytime Fitness’ key property partners is real estate services provider Savills, who recently found that increased consumer spending in Outer London areas to be as high as 30%[1], demonstrating the scale of the opportunity that’s available.

“The property landscape continues to evolve every year and there continue to be so many opportunities out there,” said Jess Hill, Retail and Leisure Surveyor at Savills. “In the past three years, we’ve seen an overhaul of planning classes, significant retail casualties and businesses diversifying their models, such as Sainsbury’s bringing the majority of Argos units into their stores.

“Leisure businesses, particularly gyms, are an increasingly attractive client for landlords to work. Alongside hospitality businesses, gyms can play a key role in breathing new life into high streets and are well placed to take advantage of the potentially lucrative opportunities available to them in more suburban locations.”