What-Franchise-Issue-20.3

Despite being situated only 35 miles apart, Bermondsey andWickford present two very distinct growth stories for Anytime Fitness. Franchisees AaryWalia and Cihan Gokensel reveal the benefits to their city and suburban locations Location, location, location: citypace or small town embrace? Bermondsey’s city location offers significant advantages for attracting and retaining members. Its high population density, including professionals, students, and families, creates strong demand for a convenient 24/7 gym. The gym’s easy accessibilit boosts appeal, while the diverse and engaged community fosters a supportive atmosphere. Excellent customer service and regular engagement help keep members motivated and committed to their fitness journey. One challenge at Bermondsey is its location away from the high street, tucked within residential high- rises. However, this can be an advantage. It encourages the team to actively reach out to areas beyond typical footfall while providing visibility right outside potential members’ homes. Given our Zone 1 London location and high living costs, pricing reflects both the premium nature of the 24/7 facility and the need to stay competitive, but state- of-the-art equipment, expert support, and a welcoming environment ensure members view the gym as a worthwhile investment in their health and wellbeing. Effective marketing combines local community engagement, digital marketing, and collaborations with nearby businesses and residential complexes. Referral programs and partnerships with local influencers have also boosted brand awareness and trust. The focus is on hyper- local engagement to ensure the gym feels like an essential community hub. If I were to open another Anytime Fitness, I’d choose a similar city location. City-based professionals, students, and shift workers need flexible fitness solutions, the fast-paced environment suits the brand’s 24/7 model, and the high foot traffic and dense population promise a steady flow of potential members. Urban areas also offer valuable corporate partnerships and community connections, crucial for growth and retention. I signed up as an Anytime Fitness franchisee in October 2023 and opened my first club in Wickford, Essex the following November. Right now, I have one club, but I’m hoping to open a second. I’m still exploring locations – London, Essex – I’m open-minded. The biggest advantage of being in a smaller town likeWickford is the close-knit community.When people heard a new gym was opening, there was a real buzz. Everyone was talking about it, curious to see what it would look like. In London, things move fast – people come and go, and it’s a lot more transient. InWickford, most people own their homes and plan to stay, which helps build a more stable membership base. One challenge, though, was that people didn’t know the Anytime Fitness brand at first. In London, the brand is recognised, and people understand the quality. InWickford, we had to educate potential members. Many compared us to budget gyms or the local leisure centre, so it was about getting them through the door to see that we offer something different and better. Our marketing strategy focused heavily on social media advertising, which worked well because we didn’t face the same level of competition as London clubs. Local outreach was also a big part of our approach. Even months before opening, my team was out on the high street, outside train stations, and at local events, making sure people knew about us. In a small town, this kind of personal engagement really makes a difference – it creates familiarity and trust. If I open another Anytime Fitness, I’d still consider a smaller town location. The community vibe and the chance to build relationships are real advantages. The strategy might differ, but I think there’s a lot of potential in places likeWickford. AaryWalia Experiencedmulti-business franchisee AaryWalia launched his first Anytime Fitness club in the bustling London hub of Bermondsey in February 2023, a metropolitan area benefitting from a large population of potential customers. Cihan Gokensel Cihan Gokensel harnessed the power of community spirit when she opened her first Anytime Fitness club inWickford, Essex, in November 2023. She revealed how a focus on local outreach and marketing has been key to its success. “City-based professionals, students, and shift workers need flexible fitness solutions” “The community vibe and the chance to build relationships are real advantages” 82 WHAT FRANCHISE Issue 20.3 Interview | FEATURE