Workout Anytime is rolling out a new growth strategy centered on acquiring and converting existing gyms, aiming to accelerate expansion, reduce costs, and improve returns across its franchise system.
The Atlanta-based fitness franchise announced that the approach focuses on purchasing established facilities and transitioning them onto its platform, allowing operators to leverage existing infrastructure and membership bases while implementing Workout Anytime’s operating systems and brand standards. The model is designed to reduce time-to-open, lower upfront investment, and generate revenue more quickly compared to building new locations from scratch.
The strategy is being piloted in Pearl, Mississippi, where franchise operator Steven Elliott has acquired an independent gym and is converting it into a Workout Anytime location. The site marks the company’s first independent gym conversion and is intended to serve as a scalable model for future growth.
The initiative is supported by an experienced investment partner with a background in scaling multi-location service businesses, including prior involvement in aggregating more than 200 dental practices. Together, the partners are committing multi-million-dollar capital to expand regionally, with plans to acquire or develop up to eight additional locations across Mississippi.
Workout Anytime is positioning the conversion model as a more capital-efficient alternative to traditional franchise development, citing advantages such as faster ramp-up timelines, reduced development risk, and improved unit economics. The approach also supports a broader hub-and-spoke strategy, enabling clusters of locations to share resources across staffing, marketing, and operations.
Elliott, who has been part of the system since 2011, currently operates eight locations across Alabama and Tennessee and has developed more than a dozen gyms within the brand. The Pearl facility, spanning approximately 22,000 square feet, will undergo upgrades including new equipment and added recovery-focused amenities to align with current brand standards.
With more than 190 locations nationwide, Workout Anytime is seeking additional franchisees to expand its 24-hour fitness concept across the U.S. and Central America, using the conversion strategy as a key lever for growth.
