Tag: Fitness

Singapore – Global brand Anytime Fitness delivers a wake-up call with its latest campaign, “Real Life Never Stops. Anytime Starts Now,” designed to inspire individuals to prioritise their health regardless of how busy life gets.

Anytime Fitness’ new campaign aims to highlight the critical importance of fitness in our everyday lives, emphasising that health and wellness are essential needs, not mere wants.

The campaign film inspires audiences to take action by creatively showcasing individuals from diverse backgrounds—youths, newlyweds, and parents—demonstrating how physical exercise seamlessly integrates into their daily routines.

To drive the campaign forward, Anytime Fitness will offer promotions including reduced membership fees, waived joining fees, and referral incentives, all aimed at encouraging and supporting individuals to start their fitness journeys.

Mark De Joya, chief operating officer at Anytime Fitness Asia, shared, “Together, our message is clear. This campaign highlights the crucial role regular exercise plays in enhancing our everyday lives because, remember, life is better when you train for it, and Anytime Fitness is here to support you on this journey.” 

Anytime Fitness has over 5,500 locations worldwide across 42 countries. In Singapore alone, the global fitness brand has opened 111 clubs and expects to surpass 125 by the end of 2025.

Australia – Anytime Fitness Australia and The Hallway have released a new audio campaign for Anytime Fitness using the Find Your Fit creative platform, which the partnership launched late last year. This ad, which runs on Spotify and targets listeners across Australia’s most popular music genres, has a cast of distinct gym visitors whose music selections complement their training methods. 

Produced by Made in Katana and directed by Ralph van Dijk, the series of 30-second advertisements uses soundscapes from each genre to phonetically depict several worlds. These are told by characters brought to life by a combination of local and international talent, and are combined with music tracks. The ad makes the claim that you can find your fit at Anytime Fitness no matter who you are or what kind of music you like. 

Speaking about the campaign, Caitlin Bancroft, chief marketing officer at Anytime Fitness, said, “This is a great opportunity to evolve our Find Your Fit platform in a fun and contextual way, and creatively demonstrate that Anytime Fitness is for ‘Any body, Any time’.” 

Meanwhile, Jessica Thompson, creative director at The Hallway, stated, “What a pleasure it’s been to expand the Find Your Fit universe with the team at Anytime Fitness, and a particular joy to reunite with Ralph to do it. And if you’re as surprised as I was to learn Country is amongst the top 5 workout genres, I say we step into our spurs and see what all the fuss is about.”

Jakarta, Indonesia – Local health and wellness company based in Indonesia, Fit Hub, has announced that it is expanding its offline fitness centres to 50 branches across 15 cities by the end of 2022. The company will be opening branches in Bogor, Depok, Bekasi, Bali, and Sidoarjo, as well as Yogyakarta, Solo, Gresik, and other tier-2 and tier-3 cities. 

The company said the expansion is in response to the increasing demands and needs for fitness and wellness centres that are near the neighbourhood and with excellent hygiene at reasonable rates. According to Fit Hub, the said business plan is made possible from its newly acquired USD 3 million seed funding led by Global Founders Capital (GFC), a Berlin-based venture capital firm. 

“We hope that the opening of new branches will solve the issue on lack of reachable and affordable gyms in the heart of Indonesian neighbourhood,” said Timothy Situmeang, Fit Hub’s senior growth manager.

According to Situmeang, to date, said business model has successfully captured a broader market with 40% of Fit Hub’s members being first-time gym go-ers, followed-up with huge interest in personal trainer services.

In addition, Fit Hub has announced further plans to provide accessible fitness facilities to the public by introducing mini fitness studios namely ClassHub, to be launched in Q3 2022. ClassHub will be offering specific fitness classes for a more segmented market.

Aside from the physical expansion, the company is also eyeing major enhancements to its online engagement. Fit Hub will be revamping its app to become a fitness super app, an online platform with focuses on community, personalized goals, online workouts, and e-commerce. 

“The super app is expected to gather like-minded fitness communities in Indonesia, eventually establishing a hyper-local community in each gym,” said Situmeang.

Engaging online fitness content will also be available on the app, consisting of free and premium content ranging from live and pre-recorded workouts. Accordingly, since most of Fit Hub’s members are new to the fitness world, the company said the app will have learning tools to help them use weights and exercise properly.

Furthermore, for convenience reasons, the super app will also function as a marketplace where workout enthusiasts can purchase bundling packages for online and offline fitness classes, as well as Fit Hub’s in-house products, selling apparel, healthy food, home fitness equipment, and other fitness-related goods.

Singapore – The pandemic has paved the way for people to opt out utilizing digital experiences, including the usage of mobile applications. Under such categories are health and fitness apps, to which its digital lifestyle solutions have made their app sessions increase by 31% during H1 in 2021 globally, the latest insights from mobile marketing analytics platform Adjust shows.

The increase in app sessions are noted despite the gradual re-opening of gyms and fitness centers globally due to eased pandemic restrictions. Yet, health and fitness app installations have dropped by 24% during H1 of this year.

This is a large contrast with the previous Adjust statistics that showed that the aforementioned app installs of apps under that category saw a spike by 67% by March 2020, and sessions boosted by 48% during May 2020, an indication of online activity in these apps due to existing pandemic restrictions back then.

In terms of workout and fitness frequencies on these apps, the insights noted that Sunday was the most preferred day to workout during the week, with Friday being the least favorite. Meanwhile, in terms of peak weak performance, health and fitness global sessions were at peak during the first week of March last year, 9.1% above the H1 average.

“Although installs are not as impressive as last year, sessions are trending upward, suggesting that users are sticking with apps since adapting to taking care of their mental and physical health from home. The growth is expected to continue, but the key challenge for apps is to gain the competitive edge and acquire more high-LTV users,” according to April Tayson, regional vice president for INSEA at Adjust.

New Zealand – Global group fitness brand Les Mills has just released its global study on fitness consumers’ attitudes and perceptions post-pandemic, and interestingly, it found that even if social restrictions are gradually being lifted, exercisers won’t be dropping their home workouts anytime soon, where majority, or 59%, favoring a 60:40 ratio between doing gym and home workouts.

If there is one major shift in consumer behavior during countries’ lockdowns, it’s that everyone maximized their creativity to continue their daily activities within the corners of their abodes. The household trend has now become a phenomenon, and in the fitness world, enthusiasts and professionals alike leveraged today’s digital-heavy lifestyle to continue fulfilling their regimens with fitness brands pivoting to providing services virtually.

In the 2021 global report by Les Mills which examined the insights of over 12,000 consumers across five continents, it was found that majority has seen the benefits of home workouts and are planning to stick with it, where 80% of those that are gym members plan to continue using digital workouts post-pandemic.

The report now refers to ‘Omnichannel Fitness’, which is a blend of in-gym and digital home workouts. The said type of fitness engagement is tipped to gain traction as we emerge from the pandemic, notes the report.

Of those that are raring to go back to in-person fitness classes, the reputation of instructors has been identified to be the top-most important factor for gymgoers when choosing a live class with 28% favoring it, followed by quality of music (24%) and type of class (21%).

“Quality instructors are cited as a key component of the ‘live revival’, meeting strong consumer demand for added motivation and deeper connection in their workouts,” the report noted.

Les Mills Founder and Executive Director Phillip Mills, said, “After months of being stuck at home, people can’t wait to get back to fitness facilities and enjoy their favorite workouts with familiar faces.”

According to the report, gyms worldwide are making strong recoveries since reopening, with class occupancy at 120% of pre-Covid levels in markets where capacity restrictions have lifted.

After a year of enforced home workouts, appetite for live fitness experiences in groups is soaring, with 85% of gymgoers interested in trying live classes in their facility.

Amid inspiring accounts of fitness enthusiasts adapting to the current socially constrained situation, the lockdown has also given birth to a new group of fitness consumers, the ‘beginners’.

The new generation of fitness fans may be attributed to how the bandwagon of home workouts made it friendlier for those that aren’t into fitness before to take the first step to a workout regimen. According to the report, 27% of regular exercisers in this period describe themselves as ‘absolute beginners’.

The report finds that 82% of consumers now regularly exercise or soon plan to, while 75% of this group do gym-type activities, making fitness the world’s biggest sport. With the type of class, HIIT is the most popular favored by 32%, closely followed by indoor cycling (30%) and dance classes (29%).

“Much like bars, restaurants, and sports events, fitness is experiencing a real ‘live revival’, as people make up for lost time with a renewed appreciation for real-world social settings,” said Mills.

Kowloon, Hong Kong – PURE Fitness, a physical fitness facility, has announced its biggest branch opening at K11 MUSEA in Tsim Sha Tsui, an urban area in Kowloon, Hong Kong.

PURE Fitness provides a wide variety of training methods in their fitness centers, such as boxing, powerlifting platforms, athletic turf, movement zone, performance cardio, among others.

The Tsim Sha Tsui center covers 30,000 sq ft of net space, which includes different studio features like a group fitness room, private training studio, private stretch area, and weightlifting platform, as well as an athletic turf track, and gymnastic equipment, among others. 

Members may also enjoy several body training equipment and methods, such as 30m-long open running turf featuring sprint-resistance equipment like Run Rocket, SORINEX racks system, Booty Builder Station, Intelligent x Innovative training, 3,800+ sq ft free-weights training area, and MoveStrong custom frame with a panoramic harbor view.

PURE Fitness also offers personalized training programs with hired certified ProPTs, group fitness & group cycling sessions, and FUZE, a boutique group training with high-intensity sessions.

The new branch will open in May 2021, where opening hours on weekdays will be from 6:00 am to 12:00 am, opening hours on weekends and public holidays will be from 8:00 am to 10:00 pm.

Other branches are located at Causeway Bay, Mongkok, Ngau Tau Kok, and Wan Chai.

Singapore – Media franchise MARVEL is hosting a virtual run for its MARVEL fans across the Southeast Asia region, in collaboration with social fitness and marketplace company LIV3LY.

The run is centered for fans to be inspired by MARVEL’s heroes such as Black Panther, Black Widow, Captain America, Captain Marvel, and Hulk, and embody inner potential through collaborative racing and teamwork.

Those who are interested to participate can choose to run solo or go in groups of 2-3, as long as participants will abide by their local government protocols on joining in group activities.

The race is available at distances of 5KM, 15KM and 25KM, and are categorized by individual, parent-child tandem, or team of 2-3 races.

All registrants are entitled to an exclusive MARVEL Virtual Run drawstring bag and a themed finisher tee, while those who will be able to successfully finish the 15KM and 25KM categories will receive a MARVEL Virtual Run trophy. Participants can also take part in MARVEL Virtual Run challenges to win other prizes.

The race is open for participants in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Myanmar, Cambodia, and Brunei.