---
id: "entity-org-anytime-fitness"
type: "entity"
entityType: "organization"
canonicalName: "Anytime Fitness"
source_timestamps: ["00:05:50", "00:08:48", "00:13:00"]
tags: ["franchise", "fitness"]
related: ["concept-silver-fleet-strategy", "entity-org-gymmembersnow"]
---
# Anytime Fitness

## What It Is
A global 24-hour gym franchise with **over 4,000 (now 5,000+) locations** worldwide.

## Role in This Source
Middleton's flagship case study for [[concept-silver-fleet-strategy]]:
- He closed **one owner with 12 locations**.
- That relationship led to invitations to **speak at Anytime Fitness conferences**.
- The compounding effect resulted in **40+ gym owners signed** through internal referrals.

## Why It Worked
Anytime Fitness exemplifies the franchise dynamics described in the playbook:
- Owners operate in protected territories (no local competition).
- Active advisory boards, private Facebook groups, and annual conferences enable rapid word-of-mouth.

## Canonical Source
Anytime Fitness corporate site.