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03 Aug 2023
Anytime Fitness continuing to benefit from ‘donut effect’ as suburban locations thrive
Supplier: Anytime Fitness United Kingdom
More Anytime Fitness United Kingdom details
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Anytime Fitness locations saw a 19 per cent increase in turnover between January and March 2023
photo: Anytime Fitness
Leading gym provider Anytime Fitness is continuing to reap the rewards of the ‘donut effect’, with its suburban locations enjoying a significant increase in revenue and member usage.
Having reviewed data from 15 gyms in suburban areas outside of major UK cities, Anytime Fitness locations saw a 19 per cent increase in turnover between January and March 2023, compared to the same period in 2022.
Meanwhile member spend increased by 14 per cent and average visits per month of its members rose by 9 per cent.
Anytime Fitness attributes these numbers to the ‘donut effect’, a term which refers to the shift in behaviours of the UK population which has driven increased spend and relocation to suburban areas outside of major cities. A report by leading real estate services provider Savills, a property partner of Anytime Fitness UK, found that this increased spending to be as high as 30 per cent in Outer London areas.*
“This data is really encouraging to see and demonstrates the continued resilience of the fitness industry,” said Gareth Lewis, Head of Operations at Anytime Fitness UK. “Suburban areas have benefited significantly from the nation’s changing working habits and behaviours which our gyms have been able to capitalise on. As well as the business performance, it’s great that usage of our gyms in these locations has risen too and shows that our teams are positively impacting the lives of more individuals.”
While these suburban areas are thriving, there are also signs that city centres are on the road to recovery. While footfall remains lower than 2019 in most cities, Savills has found recovery of spend has risen 56% year-on-year as well as a 23% rise in dwell time in these locations. These types of figures haven’t got unnoticed by potential Anytime Fitness franchisees, with new city centre locations in Canary Wharf, Canada Water and Abbey Wood coming soon.
“Our data has shown that city centres are climbing back to their feet,” added Jess Hill, Retail and Leisure Surveyor at Savills. “One of the most interesting pieces of data that we discovered is that recovery of spend is outperforming footfall, which demonstrates there’s still significant opportunities for trading businesses and new business opportunities alike.”
* Research Article - Savills Outer London retail resilience ranking 2023: Top performing markets
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