Anytime Fitness Asia wants to make working out fun by weaving it into daily life

Gym franchise Anytime Fitness has launched a new campaign, titled "Real Life Never Stops. Anytime Starts Now", designed to inspire individuals to prioritise their health, no matter how busy life gets.

The campaign video features individuals from different walks of life exercising in different contexts and for different goals.

These include youths, newlyweds, and parents, with physical exercise seamlessly being integrating into their daily routines. It aims to underscore the critical importance of fitness in our everyday lives, advocating that health and wellness are essential needs, not mere wants.

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"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," said Mark De Joya, chief operating officer, Anytime Fitness Asia.

An Instagram post by Anytime Fitness Asia furthered the brand message that exercise “isn’t just about exercise”. Rather, it described fitness as making everyday moments such as taking the stairs, carrying groceries or playing with your kids in order to show exercise as being more enjoyable.

To drive this campaign forward, Anytime Fitness is also introducing exclusive promotions, including reduced membership fees, waived joining fees, and referral incentives.

These offers are designed to encourage and support individuals in beginning their fitness journeys. Prospective members can sign up from 1 to 14 July for memberships starting at just SG$89 per month.

The growing fitness club franchise is known for pioneering the 24-hour fitness concept. It opened its first gym in 2013 in Woodlands and has since achieved the opening of 111 clubs in Singapore. Carrying on this momentum, Anytime Fitness will have more than 125 clubs by the end of 2025.

Other brands have also chimed in when it comes to defining health and fitness as an accessible goal rooted in everyday life. 

Recently, AIA Group unveiled its new brand campaign platform “Rethink Healthy”, challenging stereotypes and narrow depictions of health in Asia and calling for new definitions of health that will encourage more people to live healthier.  

As part of AIA’s One Billion ambition to engage people to live healthier and better lives by 2030, “Rethink healthy” aims to promote a more holistic and sustainable approach to wellbeing that is inclusive, relevant and achievable for people in Asia. 

During an interview with MARKETING-INTERACTIVE at the time, Stuart A. Spencer, group chief marketing officer, AIA, said as one of the largest life and health insurers across Asia, AIA is trying to liberate consumers with the campaign, shifting from a one-dimensional view of what healthy looks like and redefining healthy on people's individual terms.  

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