Workout Anytime names Tim Hicks VP of Franchise Development as brand prepares 50-unit growth push

Table of Contents

1. Key Highlights:
2. Introduction
3. Why this hire matters: experience on both sides of the franchise equation
4. A franchisee-first strategy under new leadership
5. The strategic rationale for adding 50 locations in two years
6. The unit economics and business model of 24/7 premium fitness
7. Franchise development playbook: what Hicks will likely prioritize
8. Real estate selection: where 24/7 gyms win—and where they fail
9. Conversions: a faster, cost-effective expansion lever with caveats
10. Field operations and training: the engine that sustains growth
11. Capital and investor dynamics: funding growth without sacrificing quality
12. Competition and market positioning: where Workout Anytime fits
13. Risk factors and how the brand can mitigate them
14. Implementation roadmap: what real steps will drive openings
15. Metrics that will indicate success
16. Real-world parallels: lessons from other fitness franchisors
17. What prospective franchisees should assess
18. Consumer trends that favor 24/7 clubs
19. Operational innovations that could accelerate retention and unit economics
20. Governance and franchisee relations: keeping trust during fast growth
21. Potential markets and prioritization logic
22. Long-term brand implications of disciplined expansion
23. Timeline and immediate next steps
24. What success looks like for franchisees, the brand, and investors
25. Closing perspective: measured expansion that centers franchisee success
26. FAQ

Key Highlights:

• Workout Anytime appointed Tim Hicks as vice president of franchise development to lead partner recruitment, real estate strategy, and scalable systems as the brand targets 50 new locations over two years.
• The leadership team, anchored by CEO Jerry Pugh and Hicks, emphasizes a franchisee-first growth model that leverages conversions, multi-unit operators, and investor-backed scale while maintaining operational consistency.

Introduction

Workout Anytime’s announcement of Tim Hicks as vice president of franchise development signals a deliberate acceleration of the brand’s national expansion. As Americans plan to invest heavily in fitness—estimates place consumer spending at roughly $60 billion in 2026—the 24/7 premium gym sector stands to grab a sizable share. Workout Anytime is positioning itself to capture that demand by doubling down on franchise quality and scalable systems rather than pursuing unchecked, rapid rollouts. Hicks arrives with more than two decades of franchise experience on both sides of the ledger—former franchisee and corporate operator—bringing practical knowledge of recruitment, field operations, and growth in investor-backed environments. This hire, paired with CEO Jerry Pugh’s franchisee-rooted leadership, frames a growth agenda focused on disciplined expansion, strengthening franchisee economics, and converting existing non-branded locations into new Workout Anytime clubs.

The following analysis examines what Hicks’ appointment means for Workout Anytime and for prospective franchisees, how the company might execute its 50-unit plan, the real estate and operational levers that determine success in the 24/7 fitness category, and the risks and metrics that will shape the next phase of the brand’s development.

Why this hire matters: experience on both sides of the franchise equation

A development executive who has walked in franchisees’ shoes changes the conversation at the top. Tim Hicks’ resume—spanning multi-unit franchise ownership and leadership roles in franchise business relations, recruitment, and field operations—gives him a practical vantage point for building a system that appeals to investors while remaining attractive to operators.

Franchise development is often treated as a sales function: identify candidates, sign agreements, collect fees. Hicks’ background suggests a different emphasis: selecting partners who fit the brand, optimizing site selection so units perform at target volumes, and implementing systems that help franchisees scale operationally and financially. Those capabilities reduce churn, improve unit economics, and increase the long-term value of the platform—outcomes investors expect in growth-stage networks.

His prior work within investor-backed growth environments is especially relevant. Scaling a franchise rapidly without eroding standards requires coordinated investments in technology, field operations, training, and franchisee support. Hicks’ role will likely bridge these capabilities with the franchise recruitment engine, creating a repeatable playbook for signing, opening, and supporting profitable clubs.

A franchisee-first strategy under new leadership

Jerry Pugh’s appointment as CEO in April 2025 set a clear tone: franchisees inform strategic direction. Pairing a franchisee-focused CEO with a development leader who has operated as a franchisee himself establishes a consistent message. Pugh has emphasized prioritizing franchisee success and reducing friction for owners. Hicks’ remit reinforces that approach, focusing on partner fit and enabling scale through acquisition and multi-unit growth.

A franchisee-first strategy matters for several reasons. It improves franchisee retention and satisfaction, which makes the brand more attractive to capital providers. It reduces the operational surprises that can sink early-stage deals. And it encourages existing franchisees to grow within the system—opening second and third units or acquiring neighboring clubs and converting them. Workout Anytime’s explicit plan to enable existing owners to scale through additional development and conversions is the practical application of that philosophy.

Expect the leadership team to emphasize three interlocking priorities:

• Easier path to multi-unit ownership for proven operators.
• Robust training, field support, and systems to maintain consistency as the network expands.
• Financial and acquisition support for franchisees pursuing conversions or purchases.

Those priorities set the terms for how Hicks will recruit partners and approve growth markets.

The strategic rationale for adding 50 locations in two years

A public target—50 new locations in two years—conveys ambition paired with a timeframe that can be measured and evaluated. That rate of growth is neither token nor hyperactive for a well-capitalized, system-ready franchise; it demands an organized pipeline of recruits, prioritized market lists, and streamlined opening processes.

Why such a target makes strategic sense:

• Scale leverages centralized services. At a certain threshold of units, centralized purchasing, marketing, and technology investments become cost-effective, lowering per-unit overhead and improving margins.
• Momentum attracts capital and operators. Demonstrable openings and success stories shorten the sales cycle with multi-unit operators and private equity or debt providers.
• Market positioning. As consumers continue to spend on fitness, moving into underserved trade areas quickly locks in real estate and membership opportunities that can be defensible against later entrants.

Hitting 50 openings requires more than recruiting. It requires site selection discipline, proven construction and opening schedules, training pipelines, and a scalable franchisee onboarding program. Hicks’ task is to build those systems in a way that preserves unit-level economics and franchisee satisfaction.

The unit economics and business model of 24/7 premium fitness

Understanding the financial dynamics of the 24/7 gym model clarifies why brands like Workout Anytime have momentum. The core attributes that make this business model attractive to franchisees and investors are recurring revenue, predictable monthly cash flows, and relatively low labor costs compared with staffed boutique concepts.

Key economic drivers:

• Recurring membership revenue. Monthly dues create stable cash flows and allow predictable forecasting. Retention and churn are central to performance.
• Low fixed staffing. 24/7 clubs often rely on automated access systems, digital onboarding, and minimal on-site staffing, reducing wage exposure.
• Membership tiers and ancillary income. Revenue can be enhanced through add-ons such as personal training, branded merchandise, or small-group programs—but the primary margin driver remains membership fees.
• Scalable overhead. Centralized services—for billing, marketing, procurement, and technology—improve as the number of units grows, delivering operating leverage for the brand and franchisees.
• Capital intensity concentrated at opening. Fit-out, equipment, and initial marketing represent a large portion of a club’s initial cost. Once open, incremental costs are lower.

For franchisees, the return on investment depends on managed membership growth, retention, and controlled operating expenses. A disciplined expansion plan that focuses on profitable markets and quality partners supports stronger unit economics across the system.

Franchise development playbook: what Hicks will likely prioritize

Building on his stated responsibilities—identifying the right partners, strengthening real estate selection, and building scalable systems—Hicks will probably pursue a development playbook with several tactical elements:

1. Targeted partner profiles. Rather than casting the net wide, prioritize multi-unit operators and financially capable single-unit owners with relevant market experience. Multi-unit operators bring operational sophistication and can accelerate rollouts within a single market.
2. Conversion-centric deals. Offer incentives for operators to convert existing clubs to Workout Anytime. Conversions shorten time-to-revenue compared with ground-up builds and can be particularly attractive in markets with older, independent clubs.
3. Market-by-market real estate playbooks. Create templated market strategies that define ideal trade area demographics, optimal square footage, parking requirements, and rent thresholds. A repeatable approach improves predictability in unit performance.
4. Standardized opening processes. Build an operations cadence with timelines, vendor relationships, construction standards, and staffing models. Reducing variability in openings lowers risk for franchisees and accelerates launch schedules.
5. Robust training and field support. Deploy a layered support model that includes remote onboarding, on-site field visits during the first 90 days, and ongoing operations coaching tied to performance metrics.
6. Technology and automation. Invest in a tech stack covering access control, billing, CRM, and digital marketing. Smooth member experience reduces churn and improves margins.
7. Franchisee financing and acquisition support. Provide relationships with lenders and potential capital partners to support multi-unit acquisitions and conversions, which are often capital-intensive.

Each of these elements complements the others. For example, a strong tech stack makes conversions less risky because member billing and access systems can be normalized quickly.

Real estate selection: where 24/7 gyms win—and where they fail

Real estate is foundational. The right site determines member accessibility, visibility, and unit volume. For a 24/7 premium gym, several site criteria tend to drive success:

• Trade area density and demographics. High-density neighborhoods with a mix of daytime and residential populations provide a steady membership base. Demographic filters—age, income, employment patterns—help predict membership conversion rates.
• Convenience and visibility. Easy ingress/egress, prominent signage, and ample parking improve walk-in and impulse membership conversion.
• Footprint and layout. These clubs typically require flexible floor plates that can house cardio, strength equipment, and functional training zones. A footprint that allows good sightlines and member flow enhances user experience.
• Lease economics. Rent and lease structure must align with expected revenue. Long-term leases with predictable escalation can be favorable if unit economics are strong; alternative structures like percentage rent are rare in fitness.
• Competitive context. Proximity to other fitness options, including low-cost chains, boutique studios, or established big-box gyms, influences pricing strategy and differentiation.

Failure often results from ignoring the micro-market: treating a large city as a single market rather than evaluating neighborhood-by-neighborhood differences. Another common error is underestimating build-out timelines and costs, which can push openings beyond forecast and inflate development fees.

Workout Anytime’s emphasis on strengthening real estate selection reflects the understanding that location discipline reduces franchise failure rates and protects brand reputation.

Conversions: a faster, cost-effective expansion lever with caveats

Conversions—rebranding existing clubs—offer speed and capital efficiency. A former independent club or a location from another chain that’s underperforming but has an established member base can be attractive. Conversions often require less capital than ground-up builds because key infrastructure—parking, utilities, and sometimes equipment—is already in place.

Advantages:

• Faster revenue ramp. Existing members offer immediate cash flow post-transition.
• Reduced site risk. Proven trade area demonstrates demand.
• Lower initial marketing costs. Local awareness already exists.

Pitfalls:

• Equipment and facility condition. Older equipment can require replacement, increasing capital needs.
• Cultural transfer. Members loyal to the previous brand may resist changes in price, policies, or programming.
• Contractual entanglements. Existing leases, vendor contracts, or staff obligations can create hidden liabilities.
• Brand dilution risk. Converting clubs with significantly different value propositions or service levels can create inconsistent customer experiences.

A disciplined conversion playbook addresses these pitfalls. It includes thorough due diligence (financials, member churn rates, equipment audits), a staged integration plan for systems and pricing, and a member communication strategy that preserves retention.

Field operations and training: the engine that sustains growth

Opening locations is necessary but insufficient. Sustained growth requires field operations and training systems that maintain consistent member experiences across geographically dispersed units.

Essential components:

• Operational manuals and KPIs. Clear playbooks for daily operations with performance metrics—retention, membership sales, average revenue per user—enable objective performance management.
• Certified trainers and operational leadership. Even low-staff models benefit from certified staff who can represent the brand, run classes when appropriate, and manage member onboarding.
• Ongoing franchisee education. Quarterly workshops, regional summits, and digital learning platforms keep best practices current and spread innovations.
• Field support cadence. Early-stage in-market visits during opening weeks, followed by scheduled quarterly reviews, help operators correct course quickly.

Investments in these areas yield measurable improvements in retention and member satisfaction, which translate directly into stronger unit economics.

Capital and investor dynamics: funding growth without sacrificing quality

Investor-backed growth changes constraints and incentives. Private equity and strategic capital bring speed and resources but also impose expectations around pace of openings, EBITDA thresholds, and exit-ready metrics. Hicks’ experience in investor-backed contexts suggests he can manage the tension between growth velocity and system health.

Founding considerations when scaling with investor capital:

• Governance. Clear governance between franchisor leadership, investor stakeholders, and franchisees prevents misaligned strategies.
• Measured incentives. Capital providers often prefer growth tie-ins; balancing incentives so they don’t encourage signing poor-fit franchisees is crucial.
• Reporting and transparency. Investors require rigorous data on unit economics—ARR, churn, CAC, LTV—that must be standardized across the system.
• Reinvestment into support. Growth capital should fund centralized functions—marketing, training, IT—that prevent scaling pains.

A brand that invests appropriately in operational infrastructure while meeting investor milestones increases the likelihood that rapid growth becomes sustainable value creation rather than short-lived expansion.

Competition and market positioning: where Workout Anytime fits

The U.S. fitness market contains several effective models: low-cost national chains, premium boutique studios, and mid-market full-service clubs. Workout Anytime positions itself in the premium 24/7 segment—offering convenience and higher perceived value than bare-bones options while undercutting high-price, heavily staffed concepts.

How Workout Anytime can differentiate:

• Predictable, frictionless member experience. Emphasize ease of access, automated systems, and consistent equipment layouts.
• Operational margins and pricing. Maintain membership pricing that supports margins but remains competitive against low-cost alternatives.
• Localized community engagement. Partner with neighborhood organizations and employer wellness programs to deepen market penetration.
• Conversion-friendly brand standards. Offer a flexible conversion package that respects the local club’s strengths while upgrading systems and brand experience.

Competitive risks include market saturation in certain metros and the rise of hybrid models that mix boutique programming with automated access. The brand must monitor competitor moves and adapt product offerings without complicating the core 24/7 value proposition.

Risk factors and how the brand can mitigate them

Several risks accompany an accelerated franchise build plan. Recognizing them and embedding mitigations in the development plan will determine success.

Key risks and mitigations:

• Overexpansion into weak markets. Mitigation: Market selection discipline using demographic and competitive analysis.
• Poor-fit franchisees. Mitigation: Robust vetting process, territory assignment policies, and training to ensure alignment.
• Operational inconsistency. Mitigation: Standard operating procedures, field visits, and mystery-shop programs.
• Capital constraints for franchisees. Mitigation: Lender relationships, acquisition financing tools, and unit-level economics that reserve cash for openings.
• Member churn due to price or service misalignment. Mitigation: Competitive pricing strategies, member feedback loops, and retention-focused programming.

A development strategy that codifies mitigations as prerequisites to signing new franchisees reduces downstream failures and preserves brand equity.

Implementation roadmap: what real steps will drive openings

Converting strategic intent into opened clubs requires a sequence of capabilities. A plausible roadmap for Hicks and the leadership team includes:

1. Define target markets and create opportunity maps. Prioritize metros with favorable demographics and low direct competition.
2. Establish a conversion playbook. Outline due diligence checklists, integration timelines, and standardized capex templates.
3. Build a franchisee recruitment pipeline. Target multi-unit operators, host discovery days, and create financial models that show real payback periods.
4. Strengthen vendor networks. Secure equipment suppliers, construction managers, and marketing partners who can deliver repeatable quality.
5. Roll out a scalable tech stack. Select systems for access control, billing, and franchisee reporting that reduce onboarding friction.
6. Implement a training academy. Offer online and in-person modules to fast-track operational readiness.
7. Launch pilot conversions and new-builds. Use early projects as case studies and refine processes.
8. Measure and iterate. Track KPIs from openings and continuously improve playbook elements.

Each step reduces uncertainty and improves opening predictability, which is essential to meeting the 50-unit target.

Metrics that will indicate success

Tracking the right metrics signals whether growth is healthy. For Workout Anytime, leaders should prioritize both growth and health indicators:

Growth metrics:

• Number of franchise agreements signed.
• Number of units opened and opened on-schedule.
• Average time from signature to opening.

Health metrics:

• Membership growth and retention rates (churn).
• Average revenue per user (ARPU).
• Unit-level EBITDA margins.
• Franchisee satisfaction and renewal rates.
• Conversion retention rates—percentage of members retained post-conversion.
• Cost of customer acquisition (CAC) and lifetime value (LTV).

Monitoring both sets of metrics ensures the company does not pursue superficial growth that masks underlying unit weakness.

Real-world parallels: lessons from other fitness franchisors

Several brands provide instructive parallels for Workout Anytime’s strategy.

Planet Fitness: Scaled rapidly through a low-cost, membership-focused model that prioritized clean, consistent club experiences and franchising to multi-unit operators. Planet Fitness invested heavily in standardization and marketing to preserve consistency at scale.

Anytime Fitness: Grew via a dense network of small-format clubs and cultivated a strong support system for local operators. Anytime Fitness’ global experience underscores the importance of a tech-enabled, consistent member experience to manage far-flung locations.

These examples demonstrate two themes that align with Workout Anytime’s approach: the importance of replicable systems and the advantages of building a supportive franchise culture that attracts multi-unit operators.

A difference for Workout Anytime: its "premium 24/7" positioning requires balancing automation with perceived quality. The brand must offer an experience that feels upgraded relative to low-cost competitors while preserving the unit economics that make 24/7 models attractive.

What prospective franchisees should assess

Potential franchisees evaluating Workout Anytime—or any 24/7 fitness franchise—should conduct rigorous due diligence:

• Market fit. Does the trade area support the membership threshold needed to achieve target unit economics?
• Financial modeling. Understand startup capex, ongoing fees (royalties, ad fund contributions), and projected break-even timeline.
• Support services. Evaluate the depth of training, field support, vendor relationships, and marketing assistance.
• Conversion specifics. If considering a conversion, inspect equipment, HVAC systems, structural condition, and membership contracts.
• Territory protections. Clarify territory definitions and protections against intra-brand competition.
• Exit options. Assess resale prospects and whether the franchisor supports resale processes.
• Franchisee community. Talk to existing franchisees about satisfaction, transparency, and actual performance versus disclosed performance claims.

A well-informed franchisee will look for a partner who shares an interest in long-term value rather than short-term expansion bonuses.

Consumer trends that favor 24/7 clubs

Several consumer behaviors reinforce demand for 24/7 fitness access:

• Time-constrained lifestyles. Consumers seek flexible access outside traditional business hours.
• Preference for convenience. Easy check-in, parking, and predictable layouts reduce friction.
• Value orientation. Many consumers balance desire for quality equipment and environment with sensitivity to pricing.
• Hybrid behavior. Workout habits fluctuate—members may use a primary club most of the time but need sporadic access near travel destinations or workplaces.

Workout Anytime’s model aligns with these patterns. The brand’s ability to deliver consistent access and a reliable environment supports membership acquisition and retention across variable consumer schedules.

Operational innovations that could accelerate retention and unit economics

Small operational changes can have outsized impacts on retention and ARPU. Hicks can prioritize innovations that are scalable and immediately impactful:

• Data-driven retention campaigns. Use churn prediction models to target at-risk members with personalized outreach or incentives.
• Tiered membership offerings. Provide optional add-ons—premium equipment access, guest passes, or bundled personal training—that increase ARPU without fragmenting the core proposition.
• Employer partnerships. Corporate wellness partnerships can drive bulk memberships with reduced acquisition costs.
• Loyalty and referral programs. Encourage current members to refer friends through incentives that minimize CAC.
• Localized programming. Offer occasional classes or community events that deepen member attachment without requiring heavy staffing.

These innovations require technology and process support, linking back to Hicks’ mandate to build scalable systems.

Governance and franchisee relations: keeping trust during fast growth

Fast growth tests trust between franchisor and franchisee. When growth targets drive rapid signings, franchisees may feel underserved if field support lags. Maintaining transparent governance and communication channels mitigates stress points.

Best practices:

• Regular financial and operational reporting. Provide clear, consistent data so franchisees understand system performance.
• Franchisee advisory councils. Give operators a voice in strategic decisions and a forum to surface operational issues.
• Clear escalation pathways. Create predictable mechanisms for resolving disputes and accessing corporate support.
• Balanced growth incentives. Tie franchisor incentives to long-term franchisee performance metrics as well as openings.

These governance mechanisms maintain alignment between the franchisor’s growth objectives and franchisee welfare.

Potential markets and prioritization logic

Workout Anytime’s next phase will likely focus on markets that combine growth potential with manageable competition. Prioritization logic could include:

• Secondary cities and suburbs with growing populations but limited 24/7 premium offerings.
• Regions where independent clubs are aging and ripe for conversions.
• Markets with favorable lease conditions and supportive municipal regulations.
• Areas with corporate or university clusters that can supply steady membership demand.

The exact list of markets is proprietary, but this logic supports faster, lower-risk rollouts than chasing saturated Tier 1 urban cores.

Long-term brand implications of disciplined expansion

Disciplined expansion creates compounding benefits. As franchises open and stabilize, the brand can negotiate better vendor terms, fund broader marketing campaigns, and attract higher-caliber franchisees. Conversely, undisciplined growth increases the risk of inconsistent member experiences, higher franchisee attrition, and brand reputational damage.

Tim Hicks’ challenge is to sustain opening momentum while embedding the kind of operational discipline that converts early growth into durable brand strength. Success will be measured not only by the 50-location target but by the network’s health after three to five years—retention, profitability, and the willingness of franchisees to reinvest.

Timeline and immediate next steps

In practical terms, expect the following near-term actions from Workout Anytime’s leadership:

• Publicize the development strategy to attract multi-unit operators and capital partners.
• Roll out conversion incentives and market-specific investment decks.
• Begin targeted outreach to prospective franchisees, especially existing owners in adjacent markets.
• Invest in or finalize a franchisee onboarding academy and centralized technology stack.
• Open pilot conversion or new-build projects that can serve as operational proof points.

These activities will create the pipeline and proof necessary to reach the 50-unit goal within the stated two-year window.

What success looks like for franchisees, the brand, and investors

Different stakeholders measure success differently, but a unified outcome is sustainable, profitable network growth.

For franchisees:

• Achieve projected membership volumes and positive cash flow within planned timelines.
• Access reliable field support and marketing that drives consistent member acquisition.
• Realize the ability to scale into multi-unit ownership with predictable returns.

For the brand:

• Maintain consistent member experience across locations.
• Increase system-wide membership and retention rates.
• Preserve brand equity while expanding geographic footprint.

For investors:

• Demonstrate strong unit-level economics and favorable multiples on franchisor revenue streams (royalties, fees).
• See year-over-year growth in comparable metrics that support future capital raises or liquidity events.

Aligning these perspectives requires transparent communication and a mutual commitment to sustainable expansion rather than vanity metrics.

Closing perspective: measured expansion that centers franchisee success

Workout Anytime’s appointment of Tim Hicks to lead franchise development is more than a personnel change. It signals a shift toward systematized, franchisee-oriented growth that balances investor expectations with operator realities. The promise of 50 new locations over two years is ambitious but achievable if the brand pairs rigorous real estate discipline, a conversion-focused growth engine, and robust field support.

The coming months will test the effectiveness of this approach. The critical indicators will be not just the number of signed franchise agreements, but the speed and stability with which those agreements translate into profitable, well-supported clubs. If Hicks and the leadership team can maintain quality while scaling—and keep franchisee interests at the center—Workout Anytime can leverage the broader market’s increased fitness spending to build a durable and differentiated national brand.

FAQ

Q: Who is Tim Hicks and what will he do at Workout Anytime? A: Tim Hicks is a former multi-unit franchisee and franchise executive with over 20 years of experience in franchise strategy, operations, and growth initiatives. As vice president of franchise development, he will lead partner recruitment, strengthen real estate selection processes, and build systems to support scalable expansion across new and existing markets.

Q: How many new Workout Anytime locations does the brand plan to open? A: The brand intends to open 50 additional locations over the next two years as part of its growth strategy.

Q: What does “franchisee-first” mean in this context? A: The franchisee-first approach prioritizes the needs and success of individual franchise owners—making it easier to scale through multi-unit ownership and acquisitions, providing strong support and training, and aligning growth decisions with the long-term economics of franchisees rather than focusing solely on rapid unit count increases.

Q: What is a conversion and why is Workout Anytime pursuing them? A: A conversion is the process of rebranding and integrating an existing, independently operated or differently branded club into the Workout Anytime system. Conversions can shorten time-to-revenue, reduce upfront development costs, and bring an existing member base under the new brand. Workout Anytime plans to encourage conversions as a faster route to scale, while managing the operational and cultural risks that conversions entail.

Q: What are the primary risks of rapid franchising and how will the company mitigate them? A: Primary risks include overexpansion into weak markets, signing poor-fit franchisees, operational inconsistency, and capital constraints for franchisees. Mitigations include disciplined market selection, rigorous franchisee vetting, standardized operating procedures and field support, improved reporting, and relationships with lenders to support acquisition financing.

Q: How does 24/7 premium fitness differ from boutique studios and low-cost chains? A: 24/7 premium gyms emphasize convenience, consistent equipment and facility standards, and automated access to reduce staffing costs. Boutique studios focus on specialized programming and high-touch coaching, often at higher price points. Low-cost chains compete primarily on price and scale, sometimes at the expense of premium amenities. Workout Anytime aims to strike a balance—offering a premium, predictable 24/7 experience at competitive price points.

Q: What should prospective franchisees evaluate before signing? A: Prospective franchisees should assess market fit, realistic financial modeling, support services provided by the franchisor, details of conversion processes (if applicable), territory protections, exit options, and feedback from current franchisees on actual performance and franchisor support.

Q: How will investor-backed growth influence the brand’s strategy? A: Investor backing can provide capital to accelerate openings and fund centralized infrastructure, but it also introduces expectations for speed and returns. The leadership must balance these expectations with operational investments to ensure long-term system health. Hicks’ experience in investor-backed environments is expected to help align these priorities.

Q: What metrics will indicate whether the expansion is successful? A: Important metrics include the number of executed franchise agreements, units opened on schedule, membership growth and retention rates, average revenue per user, unit-level EBITDA margins, franchisee satisfaction, and conversion retention rates.

Q: When will the first wave of new locations likely appear? A: The company has committed to opening 50 new locations over the next two years. The precise timing of openings will depend on site selection, construction, conversion timelines, and franchisee onboarding schedules. Early pilot openings and conversions will serve as operational proof points for broader rollout.