“We dialed back the business mindset and just loved on our members.”įollowing Hurricane Ida, membership and their business began to grow and improve after reopening under new ownership, resulting in the Destrehan location achieving number one status in 2023.Ĭlub owners Hebert and Nielsen-Jenkins said their live fitness class offerings are something that has helped them to differentiate their business amongst other local gyms in the region. “Putting an emphasis on Key Performance Indicators and business metrics all of a sudden wasn’t nearly as important as having a real conversation with someone and truly being present for them,” Hebert said. “Our club was ranked number 221 out of approximately 5,300 Anytime Fitness locations in North America after Hurricane Ida, after years of being in the Top 100 prior to the storm,” Hebert explained.Īfter re-opening the business following Hurricane Ida, new owners Hebert and Nielsen-Jenkins said they experienced the local community rallying around one another, gutting and repairing homes, rebuilding churches, businesses, and friendships. Using those rankings, the local gym had initially dropped down amongst its peers around 2022 when they purchased their gym, in large part due to the effect Hurricane Ida first had on the St. "The message is clear, simple, and inclusive: whoever you are, you will find your fit at Anytime Fitness.Co-owners Brandon Hebert and Daniell Nielsen Jenkins were able to achieve this feat after owning the gym less than two years, having just purchased the business in January 2022 from former owner Michelle Oubre.Īnytime Fitness’ corporate headquarters uses a combination of five metrics, known as its “Fab 5,” to rank its various clubs nationwide: topline revenue, members plus, training revenue, attrition and operational execution – which is largely driven from survey scores. "We’ve allowed ourselves a little creative licence, but all the character types you see in the 'Find your Fit' films are based very much on real gym goers," said Lee. The Hallway CCO, Simon Lee, said one of the greatest pleasures of creating this campaign was working closely with Anytime Fitness Franchisees to get first-hand insight into the variety of people that frequent its gyms. Through ‘Find your fit’, we’re celebrating gym goers in all their forms in a fun way that puts inclusion at the heart of our brand," she said. "Open to anybody regardless of where they’re up to on their fitness journey. The campaign rolls out through a suite of film executions, OOH, social and display.Īs Anytime Fitness’ creative and media agency of record, The Hallway was responsible for all creative and media components of the campaign.Īnytime Fitness CMO, Caitlin Bancroft, said the company's ambition is to be Australia’s most welcoming gym. Through the lens of a day in the life of the 24-hour gym, the films - directed by Paul Middleditch at Plaza Films - introduce the full gamut of diverse members of the Anytime Fitness community with a tongue-in-cheek reverence that makes heroes of them all. ‘Find your fit’ seeks to undo this misconception that is holding so many people back from achieving their fitness goals. Research shows that twice as many Australians feel they don’t belong in fitness clubs than feel they do. Anytime Fitness Australia and independent full-service agency The Hallway have launched the first creative campaign of their new partnership, following a competitive pitch in April 2023.
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