Article by: Jerry Pugh, CEO of Workout Anytime
I’ve spent decades watching the fitness industry grow, ebb, flow, and reinvent itself time and time again. But what we’re experiencing right now feels fundamentally different.
The landscape isn’t just shifting, it’s expanding, maturing, and redefining what it means to operate a truly modern, successful fitness franchise. At Workout Anytime, we’re living this evolution daily, and I’ve never been more convinced that the next generation of vibrant, growing fitness clubs will be the ones that prioritize personalization, community, and holistic wellness above “mere” equipment-laden facilities.
So what is the future of fitness club franchising and how can you take advantage of the key marketing and operational trends emerging?
1. Technology Is No Longer Optional – It’s Foundational
If you’d asked me five years ago whether AI and advanced analytics would be core to franchise success, I probably would’ve said, “Eventually.”
That “eventually” has arrived.
Today’s gym members expect tailored programs, real-time progress tracking, and access to virtual training options at their fingertips. AI powered tools have made personalization scalable; what once took trainers hours to guide and teach can now be delivered in minutes, and with even greater accuracy and, hence, effectiveness..
Virtual and hybrid fitness models aren’t a fad; they’re an extension of the gym experience. Whether members prefer yoga at home, a spin class on their schedule, or instructor-led sessions on the go, franchises that embrace flexible digital offerings are the ones that will achieve deeper engagement and wider reach.
2. The Smartest Franchises Are Obsessing Over Data
We’re in a new era where data isn’t just helpful post engagement it’s predictive. Tracking patterns like check-ins, trainer engagement, and member preferences allow operators to anticipate cancellations and proactively intervene.
Membership models are also shifting. Flexible, tiered options are especially appealing to younger consumers and those balancing busy schedules. Meanwhile, unlimited access memberships continue to anchor long term loyalty.
Our prediction? Flexible memberships will drive the next wave of growth but unlimited plans will remain the foundation for stability.
3. Gen Z and Millennials Are Driving Behavioral Shifts
Gen Z wants freedom, personalization, integration with technology, and a blend of fitness and wellness. Millennials often balancing families, careers, and limited time gravitate toward convenience, holistic wellness, and community.
The implication for franchising is clear: We need hybrid memberships, diverse programming, mobile-first tools, and wellness options that serve both physical and mental health needs.
4. Recovery Is the New Workout
Not long ago, recovery services were seen as “nice to have.” Today, they’re expected. Members aren’t just focused on how hard they can push; they want to feel better, sleep better, and perform better. Younger members, former competitive athletes and the elderly alike all understand the difference between building muscle mass and rebuilding physical capabilities they once had and would like to keep intact.
That’s a growing and enduring potential clientele…
Infrared therapy, cryotherapy, compression, PEMF, contrast therapy… These aren’t niche offerings anymore. They’re part of a new wellness stack that blends fitness, recovery, and lifestyle. Gyms that offer prescriptive, integrated wellness solutions are seeing stronger retention, deeper member engagement, and a competitive edge that’s hard to replicate.
5. Inclusivity Is No Longer Optional – It’s the Future
The next wave of fitness club franchise success will come from accessibility.
Hands down.
Gyms that welcome all bodies, all ages, and all abilities are not only doing the right thing, they’re expanding their reach into underserved markets with strong long term potential.
Adaptive training, multi-modality programming, and recovery services make fitness accessible to people who were historically left out. That is true impact and true growth.
4. Local Community Isn’t a Buzzword—It’s a Differentiator
One of the biggest misconceptions in fitness club franchising is that brand recognition alone drives growth. In reality, hyperlocal connection is what keeps members walking through the doors.
People loyally return to where they feel known. Supported. Seen.
Fitness club locations have always thrived when franchisees invest in their neighborhoods hosting charity events, creating member challenges, partnering with local businesses, or simply knowing people by name. Digital tools extend that sense of belonging outside the club, turning community into a 24/7 experience, not just a 60 minute workout.
5. Real Estate Strategy Can Make or Break a Franchise
Commercial real estate costs have forced brands to rethink their footprints. In my opinion, the most successful gyms in the coming years will be those that strike a “just right” balance.
Workout Anytime operates in that Goldilocks zone: large enough to offer variety and premium amenities, yet efficient enough to keep operating costs manageable. That balance supports multiple profit centers and scalable growth, two things every franchisee looks for.
6. The Boutique vs. Big Box Debate Misses the Point—Hybrid Wins
I’ve heard the narrative: boutique studios are “the future,” big box gyms are “the past.” The truth? The numbers tell a very different story. High volume, low price gyms continue to dominate with boutique Pilates concepts being the exception rather than the rule.
But what’s most compelling to me is the growing power of hybrid models. The sweet spot lies between specialization and accessibility.
The fitness franchises that embrace this new era, stay adaptable, and remain deeply connected to their communities will be the ones leading the industry forward.
Workout Anytime’s own trajectory is proof, and more.
By blending multi-modality training, premium amenities, 24/7 access, and a right sized footprint, we offer the diversity of a large club with the intimacy of a boutique studio without the high price tag or the operational complexity.
It’s a model that benefits both members and franchisees: higher revenue per square foot, broader upselling opportunities, and a member experience that keeps people coming back.
Looking Ahead
The industry is evolving toward personalization, multi-modality training, integrated wellness, community-driven engagement, and data-informed operations. At Workout Anytime, these aren’t simply trends we’re observing from the sidelines, they’re driving our (and your?) future through the principles guiding our next phase of growth.
