Anytime Fitness charges premium membership prices compared to many competitors, and this pricing reflects several operational and service realities that justify the costs.
24/7 Operational Overhead
The cornerstone of Anytime Fitness’s business model is 24-hour access, which comes with substantial hidden costs. Operating a gym around the clock requires continuous utility expenditure—electricity alone can cost USD 600–1,800 per month (or more) for a standard facility, since air conditioning, heating, and lighting run continuously rather than during business hours only. Additional overnight staffing for security and maintenance compounds these expenses, making 24/7 operations significantly more costly than traditional gyms with fixed operating hours.
Equipment and Facility Maintenance
Anytime Fitness emphasizes high-quality equipment and cleanliness standards maintained across all locations. Regular maintenance and equipment repairs can cost USD 300–900 monthly per facility. Increased usage throughout the day and night—compared to traditional gyms—leads to faster wear and tear, requiring more frequent servicing and replacements. This commitment to facility quality directly increases operational expenses passed on to members through membership fees.
Global Membership Access
A key value proposition is the ability to use over 5,100 Anytime Fitness locations worldwide. This network requires sophisticated technology infrastructure, member management systems, and centralized support operations. Unlike gyms restricted to a single location, Anytime Fitness maintains a global system allowing members to seamlessly access different facilities, which adds technological and administrative complexity reflected in membership pricing.
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Franchise Model Structure
Anytime Fitness operates as a franchise system where individual locations pay ongoing royalties to the parent company—approximately USD 420–470 monthly (or up to 7% of gross revenue) in royalty fees alone, plus USD 360–430 monthly for advertising and marketing fees. These mandatory payments to head office are built into member fees. This franchise model differs from independently owned gyms that retain all revenue.
Location-Based Pricing Variations
Like most businesses, pricing reflects local economics. Urban locations with high demand, significant real estate costs (monthly rent ranging from USD 900–6,000+ depending on size and location), and higher staffing wages command premium prices. Suburban and regional Anytime Fitness locations often offer more competitive rates than metropolitan ones, though still higher than budget-focused competitors.
Comparison to Budget and Premium Alternatives
| Gym Type | Average Cost (Monthly) | Key Features |
|---|---|---|
| Budget Gyms | USD 6–18 | Basic equipment, limited hours, minimal amenities |
| Anytime Fitness | USD 40–60+ | 24/7 access, 5,100+ global locations, personalized training, app support |
| Premium Clubs | USD 50–90+ | Luxury amenities (pools, saunas), extensive classes, premium facilities |
Additional Value Proposition
Anytime Fitness members receive personalized fitness plans, access to the proprietary AF App for progress tracking and workout guidance, and body composition analysis through in-gym technology (Evolt 360 scanner). The brand also emphasizes community experience and member support, which requires investment in training quality coaches and creating community engagement programs.
Price Increases and Market Dynamics
Anytime Fitness has faced criticism in markets like Australia for recent price increases—some locations raised fees by up to 42% within 12 months, citing rising electricity costs and wage increases for employees. This reflects broader industry pressures affecting gym operators globally, particularly those running 24/7 facilities.
Should You Choose Anytime Fitness?
The higher cost is justified if you value 24/7 access, global membership portability, quality facilities, and personalized support. However, if you primarily work out during standard business hours and don’t require global access, budget gyms offering comparable equipment at significantly lower cost may provide better value for your specific needs.
Personal Training at Anytime
You can also hire a personal trainer at Anytime Fitness. They usually cost $80-$90 per 45min session. Just note that personal training can’t be funded from Medicare. And that you can find a higher quality personal trainer in Melbourne from Fitness Image if you enquire about our 42 Day Lean Body Reset.
