Anytime Fitness
Anytime Fitness is the world's largest gym franchise with over 5,200 locations in 40+ countries, offering 24/7 key fob access to fitness facilities. Members pay monthly dues for access to cardio and strength equipment, with personal training and group classes available at additional cost.
Score generated by AI agents based on publicly cited evidence and reviewed by the project maintainer. Not independently validated.
Score History
Timeline events are AI-curated from public reporting. Score trajectory is derived from documented events.
Anytime Fitness launches in Cambridge, Minnesota with a straightforward 24/7 key fob access model. The early franchise structure is lean, with low fees and minimal corporate overhead. Cancellation friction and contract requirements exist from inception as standard gym industry practice, but the small scale limits their impact. Labor practices are informal and localized.
Anytime Fitness reaches 1,000 clubs and becomes the fastest-growing fitness franchise. The rapid expansion to 45 states amplifies quality inconsistency as corporate oversight cannot keep pace with franchise growth. Contract and cancellation practices formalize into the in-person/certified-mail requirement that defines the brand's dark patterns. Co-founder Jeff Klinger departs at year's end, marking the transition from startup to corporate operation.
Roark Capital acquires a large minority stake, placing PE-oriented directors on the board. Self Esteem Brands, formed in 2012, begins acquiring non-fitness brands (Waxing the City, later Basecamp Fitness and The Bar Method), diluting management focus on Anytime Fitness member experience. The franchisee antitrust lawsuit over mandatory Anytime Health fees reveals growing corporate extraction. Franchise count surpasses 3,000 as global expansion outpaces domestic growth for the first time.
The COVID-19 pandemic exposes the franchise model's worst characteristics: inconsistent billing freezes across locations, members charged during government-mandated closures, and franchisees left to absorb uninsured losses while corporate continues collecting royalties. A second TCPA lawsuit over unsolicited texts compounds regulatory exposure. The 1099 contractor model for personal trainers becomes more visible as an industry-wide practice under scrutiny. Post-pandemic, aggressive re-enrollment tactics and deferred maintenance from closure periods accelerate quality complaints.
The Orangetheory-Self Esteem Brands merger creates Purpose Brands, the world's largest fitness franchise operation with 7,000+ locations and $3.7 billion in revenue. PE veteran Tom Leverton replaces the co-founders as CEO, signaling a shift toward financial optimization. The HFA's 48-1 lobbying record on state bills protects the industry from consumer-friendly cancellation and pricing transparency legislation. The FTC's Click-to-Cancel rule is briefly enacted then vacated by the Eighth Circuit, preserving Anytime Fitness's restrictive cancellation practices.
Anytime Fitness operates as the world's largest gym franchise under Purpose Brands, with aggressive expansion targeting 10,000 locations by 2030. The franchise model's structural problems are fully entrenched: corporate extracts guaranteed royalties while franchisees bear operational risk, members face industry-worst cancellation friction, and the HFA's lobbying apparatus blocks regulatory reform. Quality remains wildly inconsistent across 5,200+ independently owned locations.
Alternatives
A nonprofit with community mission and a score of 21 (Early Warning) — 33 points better than Anytime Fitness. YMCAs offer comparable amenities (weight rooms, cardio equipment, group classes, pools at many locations) without the predatory cancellation process. Monthly memberships are standard with no long-term contract required at most locations. Pricing is comparable ($40-70/month) and some offer income-based sliding scale fees.
At $10-25/month with no hidden fees and significantly simpler cancellation (online or by mail, no in-person required), it's a meaningful process improvement over Anytime Fitness. Scored 52 — still Severely Enshittified, but 2 points better with a more consumer-friendly cancellation policy. The tradeoff: limited free weights, no classes, and the 'lunk alarm' culture. Best for casual gym-goers who prioritize low cost and easy exit.
Dimensional Breakdown
Summaries below were written by AI agents based on the cited evidence. They are editorial interpretations, not independent research findings.
Dimension History
Timeline (36 events)
First Anytime Fitness Franchise Opens in Cambridge, MN
Chuck Runyon, Dave Mortensen, and Jeff Klinger open the first Anytime Fitness club in Cambridge, Minnesota. The concept centers on 24/7 key fob access to small-format gyms (4,000-8,000 sq ft) with no staff required during off-hours. Eric Keller, a former employee of the founders' previous gym, becomes the first franchisee.
Anytime Fitness Expands Internationally to Canada
Anytime Fitness opens its first club outside the United States in Halifax, Nova Scotia, Canada. By this point the franchise has 77 locations across the U.S., having sold 29 franchises before even opening a corporate-owned location. The franchise-first model means rapid expansion with minimal corporate operational oversight.
In-Person/Certified Mail Cancellation Becomes Standard Across Franchise
As Anytime Fitness scales past several hundred locations, the franchise standardizes its cancellation policy requiring members to cancel in person at their home club or via certified mail. No phone or online cancellation is offered. This mirrors the broader gym industry practice of maximizing signup-to-cancellation friction, but the franchise model amplifies the problem: each independently owned location handles cancellations differently, and corporate provides no centralized process.
Franchise Expansion Creates Inconsistent Labor Standards Across Network
With nearly 700 franchisees across 45 states, Anytime Fitness's labor practices are entirely determined by individual franchise owners. Personal trainers are classified as 1099 independent contractors at most locations, receiving no base salary, benefits, or workers' compensation. Front desk staff typically earn near-minimum wages. The franchise model means corporate sets no uniform labor standards and bears no responsibility for how individual franchisees treat employees.
1,000th Anytime Fitness Club Opens in Wake Village, Texas
Anytime Fitness reaches 1,000 clubs, having grown from 700 franchisees to over 1,000 locations in roughly a year. This rapid expansion across 45 states amplifies quality inconsistency across the franchise network, as corporate has limited ability to enforce standards across so many independently owned locations.
Co-Founder Jeff Klinger Sells Shares and Departs
Jeff Klinger, Anytime Fitness CEO and co-founder since 2002, sells his shares and steps down. Chuck Runyon takes over as CEO. Klinger's departure marks the transition from a founder-operated startup to a more corporate-managed franchise operation. Klinger continues to serve as president of the franchise's preferred insurance provider.
Named Fastest-Growing Fitness Club by IHRSA
The International Health, Racquet, and Sports Club Association names Anytime Fitness the fastest-growing fitness club, a title it would hold for seven consecutive years. The recognition validates the aggressive franchise expansion model but does not address growing quality variation across locations.
Video Voyeurism Incident Leads to Class Action Lawsuit
A trainer at an Anytime Fitness location in Baton Rouge, Louisiana is arrested for placing a hidden camera in the women's restroom. Police find images of at least five women. The Third Circuit Court of Appeal later rules that 250-300 women who used the gym during the trainer's employment can join a class action. The case highlights the lack of corporate oversight over franchisee hiring and facility security.
Anytime Health Mandatory Fee Adds Hidden Cost Layer for Members
As part of the Anytime Health program later challenged by franchisees in the 2011 antitrust suit, members are charged a mandatory $0.50/month fee for enrollment in an online health platform operated by an Anytime Fitness affiliate. The fee is not prominently disclosed at signup and adds to the growing gap between advertised and actual membership costs. The fee structure demonstrates early drip pricing: the headline monthly rate excludes annual fees, key fob fees, and now the mandatory Anytime Health surcharge.
Franchisees File Antitrust Lawsuit Over Anytime Health Fees
Sixteen Anytime Fitness franchisees file suit in Illinois federal court, alleging the company violated antitrust law by tying franchise purchases to mandatory enrollment in the Anytime Health online program. Franchisees were required to charge members at least $0.50/month for the program, with fees paid to an Anytime Fitness affiliate. The suit ends in October 2012 in Minnesota federal court.
BBB Complaints Document Systemic Cancellation Failures Across Franchise
Better Business Bureau complaint pages for multiple Anytime Fitness locations document a pattern of cancellation requests being 'lost' or not processed, resulting in continued billing for months after members attempted to cancel. Members report being charged after their 12-month contracts expired because they did not submit formal written cancellation via certified mail, with some charged for 2-3 years after moving away. The franchise structure means each independently owned location handles its own cancellation processing with no centralized system or corporate oversight.
Self Esteem Brands Formed with Waxing the City Acquisition
Runyon and Mortensen create Self Esteem Brands as an umbrella holding company, acquiring Waxing the City salon chain as its first non-fitness brand. The corporate restructuring marks the shift from a single-brand franchise to a multi-brand holding company focused on scaling across recession-resilient service industries. This creates additional corporate layers between the parent company and gym members.
Ranked #1 on Entrepreneur Franchise 500 List
Entrepreneur magazine ranks Anytime Fitness #1 on its Franchise 500 list, the first fitness franchise ever to achieve the top spot, placing above Subway, McDonald's, and Hampton Hotels. The ranking repeats in 2015 and 2016 for Top Global Franchise. The accolades accelerate franchise sales and validate the rapid-expansion model.
Roark Capital Group Acquires Minority Stake
Atlanta-based private equity firm Roark Capital Group makes an undisclosed equity investment in Anytime Fitness, acquiring a large minority share. Roark Managing Directors Erik Morris and Steve Romaniello join the board. Roark, whose franchise portfolio includes 18,000+ locations and $16 billion in systemwide revenue, brings a PE-oriented growth-maximization approach to the franchise. Piper Jaffray advises on the transaction.
3,000th Anytime Fitness Club Opens in England
Anytime Fitness opens its 3,000th gym in Stroud, Gloucestershire, England, reaching the milestone faster than McDonald's (20 years), Subway (25 years), or Dunkin' Donuts (37 years). Global expansion now outpaces domestic growth for the first time. New franchise agreements are announced for Sweden and Italy, and the company celebrates its 100th gym in Japan.
Franchise Location Pricing Variation Creates Systemic Opacity for Consumers
With over 3,000 locations worldwide, each independently setting its own prices, prospective members face extreme pricing opacity. Monthly rates range from $25 to $65 depending on location, with no standardized rate card published online. Annual enhancement fees ($39-59), enrollment fees ($0-99), and key fob fees vary by franchise. Personal training rates are never published and only disclosed during in-person sales presentations disguised as 'free fitness assessments.' The franchise model means even the company's own website cannot provide accurate pricing, directing all inquiries to individual clubs.
Consumer Reviews Document Growing Facility Quality Complaints
ConsumerAffairs and ComplaintsBoard reviews from franchise locations nationwide document increasing complaints about broken equipment left in disrepair for weeks, dirty locker rooms, overcrowded small-format spaces, and lack of staff during unstaffed hours. Equipment purchased from non-approved vendors (as later exposed in the Flynn v. Anytime Fitness case) and deferred maintenance by cash-strapped franchisees contribute to the quality decline. Corporate has limited enforcement mechanisms beyond the franchise agreement.
Investigation Reveals 36 Substantial Fees in Anytime Fitness FDD
A Franchise Chatter investigation of the Anytime Fitness Franchise Disclosure Document identifies 36 distinct fees that franchisees must pay, including royalties payable before opening, required equipment vendor purchases, mandatory advertising fund contributions ($600/month), and the right of the franchisor to increase the General Advertising and Marketing Fee upon 60 days' notice. The investigation highlights how the fee structure creates lock-in for franchisees, who face prohibitive switching costs after committing $459,000-$908,000 in total investment.
Self Esteem Brands Acquires Basecamp Fitness
Self Esteem Brands acquires Basecamp Fitness, a high-intensity interval training concept, adding another brand to its portfolio. The acquisition signals the parent company's strategy of building a multi-brand fitness empire through acquisition rather than improving existing Anytime Fitness locations.
Self Esteem Brands Acquires The Bar Method
Self Esteem Brands acquires The Bar Method boutique fitness chain with plans to franchise it worldwide. This third major acquisition further diversifies the parent company's revenue streams beyond Anytime Fitness, while corporate overhead and management attention continue to be split across an expanding portfolio of brands.
TCPA Lawsuit Filed Over Unsolicited Promotional Text Messages
Scottsdale personal trainer Randy Bergeron files a federal class action lawsuit alleging Anytime Fitness sent unsolicited promotional text messages offering '$1' membership deals using an automatic telephone dialing system without prior written consent. When Bergeron replied 'STOP,' additional promotional texts continued arriving within days.
COVID-19 Closures Trigger Billing Controversies Across Franchise Network
Anytime Fitness clubs across the U.S. temporarily close due to COVID-19 mandates. While corporate announces a company-wide membership freeze, implementation varies wildly across the franchise network. Some locations continue billing members during closure, requiring individual members to call in monthly to pause payments. Members report being charged despite closures, with refunds taking weeks to process. The incident exposes the franchise model's inability to enforce uniform consumer-protective policies.
Anytime Fitness Sues Insurer Over COVID-19 Business Interruption
Anytime Fitness franchisees file a class action against Markel Insurance Company after the insurer denies business interruption claims for COVID-19 closure losses. The lawsuit is ultimately denied by the court, leaving franchisees to absorb closure costs without insurance support. Corporate collects royalties from reopened locations while franchisees bear uninsured losses.
Self Esteem Brands Acquires Stronger U Nutrition
Self Esteem Brands acquires digital nutrition coaching brand Stronger U, adding a digital-first subscription service to its portfolio. The acquisition builds an ecosystem of cross-sellable services that can be marketed to Anytime Fitness members, creating additional upselling channels within the franchise network.
Post-Pandemic Pricing Opacity Intensifies as Locations Reopen
As Anytime Fitness locations reopen after COVID-19 closures, members report intensified pricing opacity. Advertised rates of $30-45/month exclude annual enhancement fees ($49-59), enrollment fees ($0-99), and key fob fees. Some locations bill bi-weekly (26 payments per year instead of 12 monthly), making the true cost even harder to calculate. Promotional 'comeback' rates with unclear end dates are offered to re-enroll members who left during the pandemic, with fine print reverting to higher standard rates after promotional periods.
Court Rules Franchisor Not Liable for Franchisee Equipment Injury
In Flynn v. Anytime Fitness, a Louisiana court grants summary judgment to Anytime Fitness after a member is severely injured by a used inversion table purchased from Craigslist by a franchisee in violation of the franchise agreement. The court finds the franchisor lacked sufficient control over day-to-day operations to establish liability. The ruling reinforces the corporate shield the franchise model provides, insulating corporate from franchisee negligence even when members are harmed.
Self Esteem Brands Announces Merger with Orangetheory Fitness
Self Esteem Brands and Orangetheory Fitness announce intent to merge as equals, creating a company with over 7,000 locations and combined systemwide revenue of $3.5 billion across 50 countries. The merger, backed by Roark Capital (investor in both companies since 2014 and 2016 respectively), aims for 10,000 locations and 10 million members by 2030.
Orangetheory-Self Esteem Brands Merger Completes
The merger between Orangetheory Fitness and Self Esteem Brands officially closes, creating the world's largest fitness franchise operation. The combined entity operates 7,000+ locations across 50 countries with $3.7 billion in systemwide revenue. The consolidation reduces competitive diversity in the franchise fitness market.
FTC Finalizes Click-to-Cancel Rule Targeting Gym Cancellation Practices
The Federal Trade Commission finalizes its 'Click-to-Cancel' rule requiring businesses including gyms to provide cancellation methods as easy as signup. The rule directly targets practices like Anytime Fitness's in-person/certified-mail-only cancellation requirement. The Health & Fitness Association, which represents chains like Anytime Fitness, points to 'key concessions' it secured to soften the rule's impact on gyms.
Purpose Brands Named, PE Veteran Tom Leverton Appointed CEO
The merged entity is officially named Purpose Brands, and Tom Leverton is appointed CEO. Leverton's background includes roles as CEO of CEC Entertainment (Chuck E. Cheese), Topgolf, and most recently as operating partner at Pritzker Private Capital. Co-founders Runyon and Mortensen step aside after 23 years. The appointment of a PE-oriented executive signals prioritization of expansion and financial optimization over franchisee or member welfare.
HFA Reports 48-1 Win Record Blocking State Consumer Protection Bills
The Health & Fitness Association releases its 2024 state advocacy report showing a 48-1 record on key bills, including successfully blocking or amending total-pricing disclosure bills in 5 states and defeating proposals that would have required phone cancellation in California. Through over 100 meetings with lawmakers, HFA protected the industry from consumer-friendly regulations that would have directly impacted Anytime Fitness's pricing opacity and cancellation friction.
Illinois Law Requires Online and Phone Gym Cancellation
Illinois Public Act 103-0838 takes effect, requiring gyms and fitness centers to accept cancellation by phone, email, or website. The law directly targets the in-person/certified-mail cancellation practices used by Anytime Fitness and similar chains. However, Anytime Fitness only complies where legally required, maintaining its restrictive cancellation policy in states without such laws.
Trustpilot Rating Drops to 1.8 Stars Amid Widespread Facility Complaints
Anytime Fitness's aggregate Trustpilot rating sits at 1.8 out of 5 stars based on hundreds of reviews. Recent complaints describe water refill stations broken for months, gym equipment never cleaned by staff, bathrooms locked for hours, and overcrowded small-format spaces. Multiple reviews note that conditions have 'gone from bad to worse' with insufficient towels, empty disinfectant dispensers, and musty-smelling facilities. The franchise model means corporate collects $699/month in royalties regardless of condition.
Eighth Circuit Vacates FTC Click-to-Cancel Rule
The U.S. Court of Appeals for the Eighth Circuit vacates the FTC's Click-to-Cancel rule, removing the federal mandate that would have required gyms to offer easy online cancellation matching the ease of signup. The Health & Fitness Association celebrates the ruling as a 'major victory for the fitness industry.' The vacatur preserves Anytime Fitness's ability to maintain in-person/certified-mail cancellation in most states.
New TCPA Lawsuit Filed Over Prerecorded Voicemail Messages
Chet Michael Wilson files a class action against Anytime Fitness Franchisor LLC in Oregon federal court, alleging the company placed unsolicited prerecorded telemarketing calls to consumers on the National Do Not Call Registry. This is the second TCPA lawsuit against Anytime Fitness, following the 2019 text message suit, suggesting a pattern of aggressive telemarketing practices across the franchise network.
Anytime Fitness Opens 365+ New Clubs in 2025, Averaging One Per Day
Purpose Brands announces that Anytime Fitness opened over 365 new clubs in 2025, averaging more than one new location per day. The company targets 10,000 total units by 2030. The continued aggressive expansion prioritizes franchise fee collection and market saturation over improving conditions at existing locations.