INTERVIEW: STEVE TYLER

WHEN the demands of a

busy job in central London

clashed with the desire to

spend more time with her

son, Linda Crowson decided it was time

for a lifestyle health check.

With her youngster about to start

school, Linda and husband James

chose to explore the wealth of franchise

opportunities in an attempt to secure a

more beneficial work\life balance.

The couple wanted to find a business as

good for their local community as it was

for them and found the array of available

fast-food franchises were not a good fit.

But when a general interest in opening

a gym led them to discover the Anytime

Fitness brand, it was clear that this was a

partnership with powerful potential.

“We had looked at Subway, McDonalds

and various other things, but at the end

of the day we felt that we should do

something that was going to help us be

fit and help other people be fit as well,”

explained Linda.

“We then looked at starting our own

gym, but we didn’t have all of the

expertise we would need. When we saw

Anytime Fitness, it was a no-brainer.

“There’s a feel-good factor about

running an Anytime fitness club because

you’re doing something positive in

people’s lives, whereas with a food outlet

you’re not helping them in the same way.

“It sounds grandiose, but it’s actually

really rewarding to think you are

providing something that is helping

people get healthier.”

COMPELLING BUSINESS CASEAfter paying a visit to Anytime Fitness

to find out more about what being a

franchisee entailed, the Crowsons were

even more enthused.

In addition to providing a truly

community-focused opportunity, it was

Anytime Fitness’s profitable potential that

convinced Linda and James to sign on the

dotted line.

The franchise was in its early stages

of operating in the UK, but its strong

showings in the United States and

Australia demonstrated that it had the

strength to muscle in and secure a place

Fit forpurposeIn search of a franchise which would provide her with family time as well as a booming business,Linda Crowson turned to Anytime Fitness. Here, she shares her story...

FAST FACTS:ANYTIME FITNESS TWICKENHAM

SIZE OF CLUB5,000 sq ft

STAFF

Two full-time, two part-time, one

cleaner

FIRST MONTH OF PROFIT

Month four

MEMBERS

1,545

PRE-SALES

390

MAXIMUM MEMBERS

1,550 (club capacity)

>

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Booming business:

Anytime Fitness

Twickenham realised its

first profit after

just four months

in the nation’s fitness market.

“When we looked at the numbers, the

business case was compelling and it

seemed like something which could give

profit fairly quickly,” said Linda.

“We felt we were given all of the

information we needed in order to make

a sensible decision and were comfortable

that this would allow us to achieve

something we wanted to do while being

supported in areas where we didn’t

necessarily have the expertise.”

AMPLE ASSISTANCEAs new franchisees, the Crowsons set

about finding a suitable property for their

club. Negotiating the lease – along with

cutting through the red tape in securing

planning permission – proved to be the

couple’s biggest hurdles, but Linda was

full of praise for the support provided by

Anytime Fitness throughout.

From dedicated help during discussions

about the lease to the wealth of

information provided through the

franchise’s dedicated intranet site and

Phase Programme, assistance was

available at every stage.

“We found that the Phase Programme

tells you almost everything you need

to know,” explained Linda. “Having said

that, you do need somebody to give you

advice on certain parts and that is also

available.

“It wasn’t hand-holding, but there was

always somebody there to make sure

we were doing everything at the right

time and that we had answers to any

questions.

“The guys are really experienced and

know what they’re doing in the operations

of a club. There was nothing we didn’t

get an answer for and we had guidance

throughout.”

MANAGING MEMBERSOnce the lease was in place, Anytime

Fitness Twickenham began to pull in

members through a pre-sale process

managed both on-site and online via

social media.

Membership has continued to grow

since the club opened in June 2013 and

the Crowsons have stayed true to their

dream of becoming an intrinsic part of

their community.

From personal interactions with club

users to the sponsorship of local school

sports teams, Linda and her team of two

full-time staff, two-part time workers and

two personal trainers pride themselves

on being a positive asset to the west

London borough.

“Our goal is to truly be a part of the

community rather than a faceless gym

that only gets involved on a superficial

level,” she said. “Through things like a trial

class timetable where we invite feedback,

we are trying to get people to be more

involved in how we develop and to make

them feel this is their club.

“Obviously there’s the business side to

what we do, but I believe that if members

feel involved they will enjoy coming,

recommend us and ultimately that aids

retention.”

FIT FOR PURPOSEWith the Twickenham club having just

celebrated two successful years of

operation, Linda’s faith in Anytime Fitness

is best demonstrated by the decision

to open a second club in Gosport,

Hampshire.

And while her initial mission was to find

a business which would afford her more

family time, the additional financial, social

and community benefits mean that being

an Anytime Fitness franchisee has been

liberating on a number of levels.

“The biggest benefit for me is the

lifestyle, but it’s just as important that this

is a business that works,” she said. “If

you follow the model, you end up having

something that is profitable within a short

period of time.

“I remember being told when we were

first signing up that this was a downturn-

proof business and I think that’s true.

“Aside from that, we feel we are part of

a community with the other franchisees

where everyone is friendly and willing to

share and add to a pool of knowledge. It’s

all positive.

“Anytime Fitness is about trying to

get people fit in a convenient, friendly

community environment in a club that fits

around them.

“I am proud to be a part of that and to

have a business which is doing good.” ▲

The biggest benefit for me is the lifestyle, but it’s just as important that this is a business that works. If you follow the model, you end up having something that is profitable within a short period of timeLinda Crowson, Anytime Fitness Twickenham

“”

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Community spirit:

The ever-friendly

Anytime Fitness

Twickenham team