Table of Contents
- Key Highlights:
- Introduction
- Leadership Transition and Strategic Growth
- Community Engagement and Brand Advocacy
- Franchise Opportunities and Model
- Marketing Innovations and Brand Positioning
- Looking Ahead: The Future of Workout Anytime
- FAQ
Key Highlights:
- Workout Anytime has secured three new franchise agreements and finalized eight leases in 2025, signaling robust expansion plans.
- New CEO Jerry Pugh and CMO Larry Brayman are leading initiatives to enhance brand engagement and franchisee support.
- The brand is committed to promoting equity in sports, demonstrated by its sponsorship of an influential NIL panel at the NCAA Women's Final Four.
Introduction
The fitness industry continues to evolve, with brands seeking innovative ways to engage members and expand their market presence. Workout Anytime, a premium 24/7 fitness franchise, is at the forefront of this transformation as it gears up for a dynamic second half of 2025. With over 200 locations across the United States, the brand has recently made significant strides in franchise development, leadership transitions, and community engagement. Under the guidance of new CEO Jerry Pugh and CMO Larry Brayman, Workout Anytime is not just growing; it is reshaping its identity to better serve its members and franchisees alike.
Leadership Transition and Strategic Growth
The appointment of Jerry Pugh as CEO marks a pivotal moment for Workout Anytime. Pugh, previously the brand's largest franchisee, brings with him a wealth of operational experience and a unique operator's mindset. His leadership style emphasizes accessibility, integrity, and simplicity—core values that have long defined the brand. Pugh’s vision for the company is clear: he aims to foster sustainable growth through strategic investments in leadership, marketing, and franchisee support.
In the first half of 2025, Workout Anytime has signed three new franchise agreements and secured eight new leases. These agreements not only signify expansion but also represent a commitment to building a strong franchise network. The combination of Pugh's executive experience and the recent signing of Larry Brayman as chief marketing officer reinforces the brand's momentum. Brayman, with over 30 years of marketing and franchise expertise, has previously held leadership positions at renowned companies like Ray-Ban and Gold's Gym. His strategic insights are crucial for enhancing brand engagement and communication, helping Workout Anytime connect more effectively with its members and franchise partners.
Community Engagement and Brand Advocacy
Workout Anytime is dedicated to fostering a sense of community both within its gyms and in the broader fitness landscape. A key highlight of its community engagement efforts was the sponsorship of a panel on Name, Image, and Likeness (NIL) at the NCAA Women's Final Four in Tampa. This event, titled "Leveling the Playing Field: The Future of Women's NIL," brought together athletes and business leaders to discuss the importance of supporting female athletes.
Lynsay Flynt, the director of marketing and a former Division I athlete, represented Workout Anytime at the panel. Her involvement underscores the brand's commitment to equity and empowerment, particularly for women in sports. Flynt articulated that the initiative is more than a marketing strategy; it is part of a larger movement toward inclusivity and support for female athletes, which resonates deeply with the brand's mission.
This proactive approach to community engagement not only enhances Workout Anytime's brand reputation but also reinforces its commitment to values that matter to its diverse member base.
Franchise Opportunities and Model
As Workout Anytime continues to expand, it is actively seeking new franchisees who share its vision of accessible fitness. The brand's business model is designed to be both profitable and sustainable, offering a compelling opportunity for entrepreneurs looking to enter the fitness industry. The ethos of “Think Big, Keep It Simple, and Do It with Integrity” serves as a guiding principle for franchisees, ensuring they have the necessary support and resources to thrive.
The franchise model is appealing due to its streamlined operations and a strong emphasis on member experience. This focus on quality and consistency is what sets Workout Anytime apart in a crowded market. Potential franchisees can expect comprehensive training and ongoing support, which are critical for success in the competitive fitness landscape.
Marketing Innovations and Brand Positioning
With Larry Brayman at the helm of marketing, Workout Anytime is poised to implement innovative strategies that resonate with both existing members and potential franchisees. Brayman's extensive background in branding and marketing will play a vital role in enhancing the company's visibility and engagement tactics.
By leveraging data-driven marketing strategies and digital platforms, Workout Anytime aims to create personalized experiences for its members. This could include targeted promotions, membership incentives, and community events that foster a sense of belonging among members. The goal is to cultivate a loyal customer base that views Workout Anytime not just as a gym, but as a community hub where fitness and personal growth are prioritized.
Looking Ahead: The Future of Workout Anytime
As the second half of 2025 unfolds, Workout Anytime is poised for a trajectory of growth that aligns with its strategic objectives. The leadership team is focused on securing additional franchise agreements, expanding community presence, and enhancing the support network for franchisees. With a clear vision and strong momentum, the brand is well-positioned to capitalize on emerging opportunities in the fitness industry.
Workout Anytime's commitment to accessibility, community engagement, and operational excellence will continue to shape its future. The brand is not just navigating the challenges of the industry; it is actively redefining what it means to be a leader in the fitness space.
FAQ
What is Workout Anytime? Workout Anytime is a premium 24/7 fitness franchise offering members access to state-of-the-art facilities and a supportive community. With over 200 locations in the U.S., it emphasizes accessibility and quality fitness experiences.
Who is the new CEO of Workout Anytime? Jerry Pugh, previously the largest franchisee of the brand, was appointed CEO in Q2 2025. His operational experience and commitment to the brand’s core values aim to drive sustainable growth.
What initiatives has Workout Anytime undertaken to support female athletes? Workout Anytime sponsored a panel at the NCAA Women's Final Four discussing Name, Image, and Likeness (NIL) opportunities for female athletes, showcasing its commitment to equity and empowerment in sports.
How does Workout Anytime support its franchisees? The brand provides comprehensive training, ongoing support, and a strong business model that emphasizes member experience, ensuring franchisees have the resources they need to succeed.
What marketing strategies are being implemented under the new CMO? Larry Brayman is focusing on data-driven marketing strategies and personalized member experiences to enhance engagement and visibility for the Workout Anytime brand.