WORKOUT ANYTIME is working to enhance member experience at its more than 80 locations across the country. The 24-hour fitness concept recently announced plans to launch its first personal training program in conjunction with fitness veteran Greg Maurer.
Over the years, since opening their first WORKOUT ANYTIME club in Georgia in 1999, founders John Quattrocchi and Steve Strickland have been continuously working to expand the brand. Part of this development will soon include offering members a personal training experience — one that is unique to WORKOUT ANYTIME.
Previously, the franchise provided personal training through third-party outsourcing, but in order to enhance brand stickiness, Quattrocchi and Strickland, along with Maurer, decided to construct their own personal training program.
“They have a very successful high-volume, low-price business model that is experiencing extensive growth,” said Maurer. “They want to build their brand. It is one thing to outsource your accounting or janitorial services, but they were outsourcing what is the very heart of their brand.”
Maurer joined the team to help develop and implement a standardized personal training program that all WORKOUT ANYTIME franchisees can implement. According to Maurer, his main focus is to make sure the program is in sync with the brand’s values.
“WORKOUT ANYTIME has a real brand promise associated with it that has to do with personalization, but they are also a 24-hour chain so members workout on their time,” explained Maurer. “I wanted to match that offering with the brand, so we will be focused on time-efficient workouts.”
One of the optimal ways to achieve an effective workout in a short amount of time is through High Intensity Interval Training (HIIT). “HIIT training is all the rage and there is a good reason for that,” added Maurer. “If done properly it is by far the most efficient way to take the majority of clients and help them reach their goals in the shortest period of time.”
Along with HIIT training protocols, Maurer will also incorporate heart rate monitors into the personal training program. Every WORKOUT ANYTIME personal training client, whether participating in individual training, partner training, group training or a weight loss program, will use a heart rate monitor.
“There are three components of any fitness program: frequency, intensity and duration,” said Maurer. “What we have done is have the heart rate monitor as the center piece of our culture and programming so both the coach and the individual have a tab on the most important parameter of their fitness program, which is intensity.”
By incorporating heart rate monitors into their training program, WORKOUT ANYTIME coaches have the ability to ensure each client is working at the optimal intensity based on their age and fitness level.
The company believes this new personal training program will not only drive members into WORKOUT ANYTIME franchises and provide them with the fitness results they are looking for, but will also establish financial incentives for both the client and the club.
“The other aspect of creating a half-hour training model is we can lower the cost to the client substantially, while at the same time maintaining a high margin of profit and pay the trainers well so they can move forward with the company, and of course, at the same time, the franchise owner can reap the benefits,” said Maurer.
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Emily Harbourne is the former assistant editor of Club Solutions Magazine.
