Table of Contents
- Key Highlights:
- Introduction
- Why Erwin? A strategic choice for community-focused expansion
- Owners and operators: experience, partnership, and local ties
- What the Workout Anytime model delivers: convenience, training, and recovery
- The amenities explained: how recovery and performance tech matter for members
- How 24/7 operations change staffing, safety, and community reach
- Why multi-unit franchising is central to the owners’ growth strategy
- Economic ripple effects: jobs, local spending, and small-business partnerships
- Competition and differentiation: positioning against big-box chains and boutique studios
- What prospective members should look for at opening and beyond
- Challenges new gyms face and strategies to overcome them
- Lessons from the owners’ journey: industry experience, persistence, and community focus
- What the regional fitness picture looks like and why accessibility matters
- How gyms can measure success beyond membership numbers
- Real-world parallels: how other brands have approached small-market growth
- Practical tips for new members of Workout Anytime Erwin
- Long-term outlook: what success looks like for the Erwin club
- Final considerations for entrepreneurs eyeing fitness franchising
- FAQ
Key Highlights:
- Workout Anytime launches an 8,500-square-foot, 24/7 facility in Erwin, TN, creating roughly 20 local jobs and expanding the brand’s footprint in smaller communities.
- Multi-unit franchise owners Mike King and Joshua Chandler emphasize accessible, results-driven training and a full suite of recovery amenities—red light therapy, infrared saunas, hydromassage, tanning, and SECA body composition—under one roof.
Introduction
A new full-service gym arrives in Erwin, Tennessee, promising round-the-clock access, certified personal training, and an array of recovery technologies that once belonged to specialty studios. The 8,500-square-foot Workout Anytime facility at 917 N Main Ave. represents more than another chain opening. It reflects a strategy: bring a premium but affordable fitness experience to smaller, underserved communities while operating a scalable franchise model. The owners, seasoned operator Mike King and longtime partner Joshua Chandler, have targeted towns like Erwin deliberately, betting that convenience, community focus, and a broad menu of services will attract members who have previously lacked accessible local options.
The opening will have immediate local impact through job creation and longer-term implications for how residents manage fitness and recovery close to home. The new club aims to combine the convenience of a 24/7 gym with recovery services and technology usually found in larger metropolitan facilities. That combination will be a test of demand in Unicoi County and a case study for franchising strategies that prioritize smaller markets.
Why Erwin? A strategic choice for community-focused expansion
Choosing a market for a fitness franchise is rarely random. Erwin, situated in Unicoi County in northeastern Tennessee, sits within a region where travel to larger urban centers for specialized wellness services can be inconvenient. Smaller towns often lack facilities that combine training, recovery and body-composition services under one membership. By placing an 8,500-square-foot gym on N Main Ave., the owners close that gap for local residents and draw from neighboring communities.
Smaller markets present both advantages and constraints. Rent and operating costs can be lower than metropolitan areas, and competition from national heavyweights may be thinner, but population density and discretionary spending power also differ. A successful small-market gym must become part of local life: host community events, partner with employers, and offer flexible membership options that reflect the area’s schedules and incomes. The Erwin location explicitly targets those dynamics by promising affordable access and programming tailored to local needs. The plan to operate 24 hours daily addresses a core barrier to gym use—scheduling—allowing shift workers, parents with irregular hours, and commuters to train when convenient.
Public visibility matters in towns of this size. A new fitness facility on a main thoroughfare does more than provide workouts; it signals investment and vitality. Job creation—about 20 positions in this case—adds another layer of tangible benefit. For towns seeking economic activity and wellness resources, a gym that hires locally, runs community programs, and cultivates memberships can become a steady partner.
Owners and operators: experience, partnership, and local ties
The Erwin club is owned and operated by Mike King and Joshua Chandler, a partnership forged through long experience in fitness operations. King spent more than a decade working in sales at Life Time, a background that gave him operational knowledge and exposure to premium fitness services. Chandler, a native of the region near Mars Hill, North Carolina, brings personal-training credentials and several years of hands-on management across the partners’ portfolio.
The duo’s pathway from operator to multi-unit franchisee illustrates a common route in modern franchising: learn within the industry, then leverage that experience to scale in regions where the franchise model fits well. King’s first Tennessee Workout Anytime opened in Greeneville in 2020 and set internal franchise benchmarks for performance, demonstrating that smaller communities can support high-performing locations. Chandler’s progression from regional manager to equity partner reflects a growth pattern that values internal promotion and operational continuity.
That continuity matters for two reasons. First, customers in small towns respond to consistent service and staff who know their names. Second, the hands-on approach reduces the disconnect between corporate branding and local execution. When owners live in or near the communities they serve, they can refine programming, hours, and outreach to reflect local customs. Chandler’s Mars Hill roots make the Erwin opening personally meaningful and strategically sound: owners with local ties are more likely to invest long-term in outreach, employer partnerships, and events that embed the club in daily life.
What the Workout Anytime model delivers: convenience, training, and recovery
Workout Anytime positions itself as a premium, accessible gym with nearly 200 locations across the United States. The core elements of the brand’s offering are straightforward: 24/7 access, certified personal trainers, and a menu of recovery and performance amenities. The Erwin location follows this blueprint.
24/7 access reduces attendance friction. People with nontraditional hours—nurses, manufacturing workers, service employees—often struggle to maintain consistent gym habits when facilities operate on restricted schedules. A club that is reliably open at night, early morning, and weekends removes that constraint.
Certified personal training adds a results-based component. Access to trained professionals who can create structured programs, adapt exercises to injuries, and measure progress increases the likelihood of meaningful fitness gains. Pairing personal training with SECA body composition technology provides objective metrics to track fat mass, lean mass, and changes over time—data that helps retain members because progress becomes visible and quantifiable.
Recovery-focused offerings in the Erwin club include red light therapy beds, infrared saunas, hydromassage, and tanning. These amenities respond to two trends. First, members expect more than just cardio equipment and free weights; they want recovery and restoration services that support consistent training and reduce downtime. Second, offering recovery tools in-house reduces churn by compelling members to consolidate wellness services under one roof rather than splintering memberships across studios and recovery centers.
A full-service, accessible price point aims to balance value and margin. For franchisees, the model must be affordable enough to attract volume while delivering sufficient ancillary revenue from services such as personal training and premium amenity passes. For members, the promise is a premium experience without the cost barrier many associate with high-end clubs.
The amenities explained: how recovery and performance tech matter for members
Several of the club’s highlighted amenities warrant closer explanation because they represent an evolution in what typical gyms offer.
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Red light therapy: Also called low-level laser therapy or photobiomodulation in clinical circles, red light therapy is used to promote tissue repair, reduce inflammation and speed recovery from exercise-induced microtrauma. While research varies by application, many athletes and regular exercisers report perceived improvements in post-workout soreness and recovery timelines.
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Infrared saunas: Unlike conventional saunas, infrared saunas heat the body directly through radiant light, potentially allowing for lower ambient temperatures while still inducing sweat and promoting circulation. Users often cite muscle relaxation, improved recovery, and stress reduction as key benefits.
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Hydromassage recovery: Hydromassage tables use jets and water pressure to provide a massage experience without a massage therapist. They can aid muscle relaxation, improve circulation, and offer convenience for members who need quick recovery between training sessions.
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SECA body composition technology: Devices from manufacturers like SECA provide detailed body composition metrics beyond scale weight—lean mass, fat mass, and sometimes segmental analyses. These objective measures help trainers design programs and help members see progress when changes on the scale might be slow.
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Tanning: Though not a direct performance tool, tanning services remain a consumer preference for many and serve as an ancillary revenue stream.
Bundling these services within a single membership reduces friction for users seeking an integrated wellness approach. Members can train under a certified professional, get objective progress metrics, and pursue recovery protocols in the same visit. That continuity shortens the path from intention to execution, which improves adherence to exercise regimens.
How 24/7 operations change staffing, safety, and community reach
Operating a gym 24 hours a day extends availability but also alters the operational playbook.
Staffing: Round-the-clock access doesn’t necessarily mean full staffing at all hours. Many 24/7 clubs combine staffed hours with monitored off-peak periods, relying on remote security, keycard entry systems, and video monitoring to ensure safety. The staffing model balances payroll with member support needs during peak times—early morning, after-work hours, and weekends.
Safety and security: Continuous access requires investment in security infrastructure and clear policies. Emergency response protocols, staff training in conflict de-escalation, and robust member verification are essential. For towns with limited late-night transit options, safety features such as well-lit parking, camera coverage, and team presence can be deciding factors for potential members.
Community reach: Extended hours broaden the demographic that can realistically use the club. Parents with daytime childcare responsibilities, shift workers, and students appreciate flexibility. The hours also allow for creative programming—overnight recovery classes, early-morning functional training, and lunchtime express sessions—each targeting different member segments and increasing utilization.
Financially, the model can be efficient if membership base supports operating costs. Ancillary services—personal training, recovery amenities, vending, and premium upgrades—help offset the fixed costs of equipment, rent, and utilities.
Why multi-unit franchising is central to the owners’ growth strategy
King’s ninth Workout Anytime and Chandler’s evolving stake reflect a deliberate multi-unit franchise strategy. Operators often pursue multiple locations for several reasons: economies of scale in purchasing, shared administrative functions, the ability to cross-market members across clubs, and the opportunity to apply proven operational systems across sites.
Multi-unit ownership also requires disciplined management systems. Effective middle management, standardized training for staff, and reliable reporting metrics (membership growth, retention, per-member revenue by product) become critical. Scaling mistakes—overexpansion, underinvestment in local marketing, or failure to adapt to regional preferences—can undermine growth. King’s history suggests he has focused on markets where the brand’s value proposition aligns with local needs: smaller towns that have a demand for better fitness access but not enough density for hyper-luxury clubs.
Partnership models like the King-Chandler arrangement show how operators combine capital, local knowledge, and operational experience. Chandler’s move from regional manager to equity partner signals a reward for operational competence and continuity. For franchise systems, promoting effective operators into ownership roles stabilizes brand execution and incentivizes long-term commitment.
Economic ripple effects: jobs, local spending, and small-business partnerships
The Erwin opening will directly create approximately 20 jobs, ranging from front-desk and cleaning positions to trainers and managerial staff. Beyond payroll, the club will generate indirect local spending: cleaning services, maintenance vendors, local advertising, and partnerships with area businesses such as physical therapists or sports retailers.
Gyms can anchor small-business ecosystems in several ways. Corporate wellness programs can connect the club with local employers, offering discounted memberships for workers and aligning with wellness initiatives that reduce absenteeism and improve productivity. Youth athletic groups and schools may use facilities for off-hours programming, building community ties and increasing facility utilization. Local vendors—produce suppliers for juice bars, apparel shops for branded merchandise, or repair services—gain new customers through club activity.
The long-term public-health benefits of increased access to fitness are often diffuse but meaningful. Regular physical activity reduces chronic disease risk, improves mental health, and can reduce healthcare costs over time. While a single gym cannot transform population health alone, creating accessible options is a tangible step that complements public health efforts.
Competition and differentiation: positioning against big-box chains and boutique studios
The US fitness market contains a spectrum: discount national chains, premium lifestyle clubs, boutique studios, and specialty recovery centers. Workout Anytime’s value proposition sits between discount and premium, offering 24/7 access and recovery amenities at an accessible price.
Against discount chains, the key differentiator is service depth. Standard budget gyms often limit recovery services and personal training options. Workout Anytime layers in certified trainers and recovery technologies to attract members seeking more than bare-bones equipment.
Against premium clubs and boutique studios, the advantage is accessibility. High-end clubs often have steep membership fees and service models tailored to affluent urban populations. A facility that offers premium amenities at a more moderate price point appeals to a broader market in smaller towns.
Boutique studios excel at specialized classes, community, and branding. To compete, full-service clubs need to foster community in-house—through group training, challenges, and social events—blending flexibility with connection. Operators who integrate community outreach and local partnerships can bridge the gap between big-box anonymity and boutique intimacy.
What prospective members should look for at opening and beyond
Choosing a gym requires more than price comparison. Prospective members should evaluate several practical and experiential factors:
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Equipment diversity and maintenance: Is there a balanced mix of cardio machines, free weights, and functional-training tools? Are machines well-maintained and spaced for safe use?
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Trainer qualifications and programming: Are trainers certified through recognized organizations? Does the club offer goal-driven programming—weight loss, strength-building, sport-specific training—or only ad-hoc sessions?
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Recovery amenities and usability: Are recovery tools included in membership, or are they add-ons? Do staff provide instructions or supervision for safe and effective use?
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Cleanliness and safety: Are cleaning stations visible? How does the club manage busy periods? What security features exist for off-peak hours?
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Community feel: Do staff engage members by name? Does the club host challenges, charity events, or employer partnerships?
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Value and transparency: Are membership tiers clear? Are cancellation policies fair? Are fees and potential extras (initiation, locker, tanning) disclosed upfront?
At opening, clubs often offer promotional trials and grand-opening events. Those are ideal times for members to explore equipment, meet trainers, and judge whether the club’s culture fits their preferences.
Challenges new gyms face and strategies to overcome them
New gyms face a predictable set of challenges: attracting and retaining members, managing operating costs, differentiating from competitors, and navigating local market dynamics. Several practical strategies mitigate these risks.
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Focus on retention from day one: Acquiring members is costly; retaining them is where profitability lies. Structured onboarding, periodic check-ins, and measurable goal-setting increase retention. SECA body-composition data, paired with trainer-led plans, creates measurable milestones that help members stay motivated.
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Build community early: Host local events, partner with nearby employers for discounts, and offer referral incentives. Community integration differentiates a club from impersonal options.
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Optimize pricing and product mix: Offer a low-cost entry tier to maximize membership volume and add premium services—personal training, red light therapy sessions, hydromassage—as revenue enhancers. Clear communication about what is included avoids churn caused by billing surprises.
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Maintain equipment and facility standards: Regular preventive maintenance and cleanliness drive member satisfaction. Visible investment in upkeep encourages positive word-of-mouth.
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Monitor utilization and staffing: Use data to schedule staff during peak windows and limit payroll during quieter hours. For 24/7 operations, invest in security technologies to ensure safety without excessive staffing costs.
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Emphasize staff training: Well-trained staff reduce injury risk, enhance member experience, and provide consistent service. Encourage staff development and clear escalation paths for member concerns.
For franchisees, strong franchisor support—marketing, operations playbooks, purchasing deals—reduces the learning curve. Multi-unit owners can cross-apply best practices, refining offerings based on data across locations.
Lessons from the owners’ journey: industry experience, persistence, and community focus
King’s transition from sales at Life Time to multi-unit franchisee reflects a strategic progression. Work within a system, learn successful practices, then adapt and scale those practices to underserved markets. Chandler’s rise from operational manager to equity partner underscores the value of operational excellence and local connection.
Their approach provides a roadmap for other entrepreneurs in franchising or independent gyms:
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Build domain expertise before ownership: Experience in sales, operations, or training provides practical knowledge about member expectations, profitability levers, and operational pitfalls.
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Choose markets deliberately: Competition and cost structure vary. Smaller communities may offer strong retention potential if service matches local needs.
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Invest in staff and members equally: Employee engagement directly affects member experience. Hiring local trainers and front-line staff who know the community strengthens the club’s ties.
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Leverage a consistent brand playbook while adapting locally: Standardized operations ensure quality; local marketing and programming ensure relevance.
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Use data to guide decisions: Enrollment numbers, retention rates, and ancillary revenue per member indicate health and inform programming and staffing choices.
These lessons reflect a balance of corporate systems thinking and grassroots, community-oriented execution.
What the regional fitness picture looks like and why accessibility matters
Rural and small-town fitness infrastructure often lags behind urban areas. Residents may have fewer options for late-night access, comprehensive recovery services, and certified training. Those deficiencies affect not only personal fitness goals but also broader public-health outcomes: fewer available services can mean lower overall activity levels and missed opportunities for preventive health interventions.
An accessible club in Erwin addresses two immediate gaps: time and service mix. Time—through 24/7 operations—removes scheduling barriers. Service mix—through in-house recovery and trained staff—reduces the need to travel or pay for multiple memberships. Together, these features lower the activation energy required for people to adopt and maintain regular exercise habits.
Accessibility also encompasses cost. Premium services must coexist with affordable access points. Strategy matters: a membership entry point that brings people in, paired with optional premium services, produces both social benefit and a sustainable business model.
How gyms can measure success beyond membership numbers
Counting members is necessary but insufficient for understanding a club’s impact and sustainability. Operators should track a suite of metrics that reflect both financial health and member value.
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Retention rate: The percentage of members who maintain membership month-to-month indicates satisfaction and program effectiveness.
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Ancillary revenue per member: Personal training, recovery services, and retail increase per-member revenue and buffer margins.
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Utilization rates: Peak vs. off-peak utilization shows scheduling opportunities for classes or promotional pushes.
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Net promoter score (NPS): Member willingness to recommend the club predicts organic growth and community reputation.
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SECA-derived progress metrics: Aggregate body-composition improvements among members provide a tangible measure of program effectiveness.
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Local partnerships: Number and depth of employer wellness agreements can quantify community integration and revenue stability.
These measures guide investment choices—whether to expand recovery amenities, hire additional trainers, or boost marketing efforts.
Real-world parallels: how other brands have approached small-market growth
Several national brands have demonstrated that smaller markets can produce robust, profitable clubs. Discount and mid-tier chains often expand through franchise networks that prioritize accessible pricing and simplified operations. The most successful small-market operators tailor offerings to local preferences—introducing classes that reflect regional interests, partnering with local schools and employers, and creating member referral systems that reward community engagement.
Anytime Fitness and Planet Fitness are recognizable examples of franchise models that scaled into smaller communities by standardizing systems, simplifying membership tiers, and creating recognizable brand identities. Workout Anytime’s blend of recovery amenities and 24/7 access represents a further iteration: offering more premium services while maintaining the accessibility that made those earlier models successful in similar markets.
Success hinges on execution: consistent operational standards, competitive pricing, and authentic local engagement. The Erwin opening will serve as another data point in assessing whether the premium-accessibility hybrid resonates at scale.
Practical tips for new members of Workout Anytime Erwin
Members preparing to join a new club should consider the following to maximize value:
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Schedule a SECA assessment early to establish baseline metrics and set achievable goals with a trainer.
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Take advantage of introductory personal-training sessions to learn equipment setup and safe form.
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Explore recovery amenities gradually; incorporate one or two modalities into weekly routines to assess benefits.
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Check membership agreements for freeze, cancellation, and guest policies before committing.
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Attend community events or group sessions to integrate socially—community bonds improve adherence.
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Prioritize consistent attendance over intensity. Regular, moderate training yields better long-term results than intermittent high-intensity sessions.
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Communicate with staff about schedule preferences and program needs. Small clubs can often adapt class times or programming to meet member demand.
Long-term outlook: what success looks like for the Erwin club
Success for the Erwin club will be visible in membership stability, high retention rates, steady ancillary revenue, and embeddedness in the community. The ideal outcome pairs solid financial performance with measurable member outcomes: improved body composition metrics, reduced reported soreness, and high satisfaction scores.
From a franchise perspective, the club’s performance will influence further expansion decisions. If Erwin delivers strong metrics, the brand’s case for targeting similar small markets strengthens. For the local community, success looks like sustained employment, stronger employer wellness ties, and increased opportunities for residents to pursue healthier lifestyles.
The next months after opening will be critical. Grand-opening promotions will drive initial sign-ups, but long-term viability depends on the club’s ability to convert those sign-ups into routine users. That requires consistent service, visible results, and ongoing community outreach.
Final considerations for entrepreneurs eyeing fitness franchising
Entrepreneurs considering gym franchising should weigh brand strength, training and support, initial investment, and target-market fit. A proven franchisor reduces execution risk through operational templates, initial training, and marketing support. However, local adaptation remains crucial. Owners who commit to understanding their communities, invest in staff, and prioritize member outcomes create sustainable footprints.
Multi-unit growth demands disciplined systems and skillful delegation. Leverage technology—membership management, scheduling, and data analytics—to maintain operational control while freeing owners to focus on strategy and growth. Expect capital requirements not only for build-out but for working capital during ramp-up.
Successful franchising is a long-term endeavor: build reputation, deliver consistent results, and reinvest in the member experience.
FAQ
Q: Where is the new Workout Anytime location in Erwin? A: The club is located at 917 N Main Ave., Erwin, Tennessee.
Q: When did the Erwin club open and what are its hours? A: The facility opens on September 29 and will operate 24 hours a day, seven days a week.
Q: How many jobs will the new location create? A: The opening is expected to create approximately 20 local jobs across roles such as front desk, cleaning, training, and management.
Q: What recovery and wellness amenities are available at the Erwin club? A: The club offers red light therapy beds, infrared saunas, hydromassage, tanning services, and SECA body composition assessments, alongside certified personal training.
Q: Is personal training available and how is it integrated? A: Certified personal trainers provide tailored programming and coaching. New members are encouraged to take introductory sessions to set goals and safety standards; trainers can use SECA body composition data to craft measurable plans.
Q: What makes Workout Anytime different from other gym chains? A: The brand combines 24/7 access, certified training, and in-house recovery amenities at an accessible price point. The emphasis on both convenience and recovery is designed to fit smaller-market needs.
Q: Are the recovery amenities included in base membership? A: Amenity inclusion varies by membership tier and local club policy. Prospective members should consult the Erwin club for specifics on what services are bundled and which are available as add-ons.
Q: How can local employers partner with the gym? A: Employers can pursue corporate wellness partnerships that may include discounted memberships, on-site seminars, and group training packages. Contact the Erwin club to discuss tailored employer programs.
Q: Is the Erwin club part of a larger franchise system? A: Yes. Workout Anytime is an Atlanta-based franchise with nearly 200 locations nationally. The Erwin club is locally owned and operated by franchisees Mike King and Joshua Chandler.
Q: How can someone inquire about membership or schedule a tour? A: For membership information or to schedule a visit, call the Erwin club at (423) 330-9064 or visit workoutanytime.com/erwin.
Q: Are franchise opportunities available? A: Workout Anytime offers franchising prospects for qualified entrepreneurs. Interested parties should visit the franchise information portal at workoutanytimefranchise.com or contact the franchisor directly to learn about requirements, territories, and the application process.
Q: What should new members expect at the grand opening? A: New members typically find promotional offers, introductory training sessions, SECA assessments, and community events at a grand opening. These events are good opportunities to evaluate the facility, meet staff, and test equipment and amenities.
Q: How will the club ensure safety during off-peak hours? A: 24/7 operations generally combine staffed peak hours with monitored keycard access, camera systems, and emergency procedures during off-peak periods. The specific safety protocols for the Erwin location can be reviewed with club management.
Q: Can members bring guests? A: Guest policies vary by location and membership tier. Prospective members should check with the Erwin club about guest passes, day passes, and family membership options.
Q: How can community members get involved beyond just joining? A: Clubs often host local wellness events, charity fundraisers, employer wellness programs, and youth outreach. Those interested in deeper involvement should reach out to the club to discuss volunteer opportunities, event hosting, or partnership ideas.
Q: What proof will members have that training and recovery services are effective? A: SECA body composition data offers measurable, repeatable metrics for tracking changes in lean mass and fat mass. Trainers typically pair those metrics with performance tests, subjective recovery assessments, and consistently logged workouts to demonstrate progress.
Q: How can people stay informed about programming and events at the Erwin club? A: The club’s website, direct contact lines, and on-site signage will provide updates on classes, promotions, and events. Social media channels and email newsletters are also common communication methods used by gyms.
Q: Who is the media contact for the Erwin opening? A: Media inquiries are handled by the agency representing Workout Anytime; specific media contact details are available through franchisor communications.
Q: Will the owners consider additional local locations if Erwin succeeds? A: Franchise growth decisions depend on market performance and strategic objectives. Strong performance in Erwin would support the owners’ continued regional expansion plans, as indicated by their existing multi-unit operation strategy.
For questions not addressed here, contact Workout Anytime Erwin directly at (423) 330-9064 or visit workoutanytime.com/erwin for the most current information.
