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How Anytime Fitness ensure brand consistency while personalising their marketing at scale

Briefs Workflows Approvals
Dynamic templates Creative Automation File output Publishing content Optimization Brand portals

The problem

Anytime Fitness provides 24/7 gym access to its millions of members throughout the world. This round-the-clock business model has made it one of the fastest growing fitness franchises, with more than 3,800 gyms in over 30 countries. 
 
In 2021 Anytime Fitness revealed a new slogan that highlights their most important core value: “Real people. Real success. #RealAF”. This is a fitness business of 20 years that cares about its people, with coaches who care about the journeys their clients are on.  

The marketing team knew that having this message delivered in a consistent, high-quality manner in all communications across all the entire franchisee network would be challenging. The risk was that clubs would either do their own thing, poorly, or ask head office to do it for them, leading to a backlog.  

How did Anytime Fitness ensure their marketing was on-brand and authentic to their values while avoiding a one-size-fits-all type content across their network?

The solution

To ensure brand consistency in the local marketing of their many brands and clubs, Anytime Fitness uses Storyteq brand portals to host guidelines, instructional videos and other supporting documentation which make rolling out on-brand campaigns in individual markets much easier. 

Anytime Fitness campaigns are delivered with more speed than before, because of centrally approved dynamic templates which local marketers adapt based on the specific club’s needs.  

This can be done for both their digital and print media, whether it’s for promotional events or their socials.  

With mindless and repetitive design work virtually eliminated, their designers have more time to focus their time and attention on bespoke or custom artwork.  

Marketers who can self-serve the creative assets they need find time returned to them too, with less of the back and forth associated with finding the “right” version, and less time making requests to head office. 

Our launch date couldn’t be moved because it was aligned with a new brand introduction and the Storyteq team worked tirelessly to deliver on time. They were superb and extremely thorough to deal with. We’re a huge advocate for them and their technology.

Vanessa Parker, Marketing Manager, Anytime Fitness

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