New leadership hires and a strategy of acquiring existing gyms signal a more disciplined phase of growth for the 24/7 fitness franchise.
Workout Anytime has named Peter Stipher as chief operating officer and Tim Hicks as vice president of franchise development, moves the Atlanta-based fitness franchisor says will support a more selective growth strategy. The nearly 200-unit chain also launched a capital-efficient model this year that acquires and converts existing gyms instead of relying solely on new construction, a shift that changes what the brand looks for in a franchise partner.
The acquisition-and-convert approach, launched in the first quarter, lets Workout Anytime add locations faster and with less upfront construction risk than ground-up development. The brand has opened 10 clubs this year and expects 10 more by year-end, with the converted-gym pipeline drawing interest from investors and existing franchisees looking to expand their portfolios rather than first-time single-unit buyers.
CEO Jerry Pugh framed the hires as part of a shift away from growth for its own sake, toward building a platform for well-capitalized, multi-unit operators. Franchise leadership changes like these often precede tighter unit economics targets or a narrower list of preferred markets, since new development executives typically arrive with their own criteria for who gets awarded territory and how aggressively the brand expands into new regions.
Workout Anytime's emphasis on strong, well capitalized operators suggests the brand is prioritizing multi-unit deals over single-location sales going forward. Operators evaluating the fitness segment should note that gym conversions carry different due diligence questions than a new build does, including lease assignability, existing equipment condition and whether a converted club's membership base will stay loyal through a rebrand.
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