Anytime Fitness Asia, the region’s largest 24-hour fitness network, has unveiled its most significant brand campaign to date, “Train For Your Life.” This initiative spans across Singapore, Malaysia, the Philippines, Indonesia, Hong Kong, China, Thailand, Vietnam, and Taiwan, aiming to redefine fitness motivations based on recent consumer insights.
A comprehensive study involving nearly 9,000 individuals across these markets revealed a shift in fitness priorities. The findings showed that 61% of respondents now prioritise better sleep, whilst 49% focus on mental wellbeing, surpassing traditional goals such as weight or strength management. Despite 60% recognising exercise as a crucial fitness strategy, only 14% utilise commercial gyms, with many opting for daily activities like chores and commuting.
“Train For Your Life” is more than a marketing endeavour; it embodies Anytime Fitness’s mission to be a lifelong partner in health. The campaign introduces the SmartCoachingEcosystem, an app-powered experience integrating training, nutrition, and recovery. Johannes Raadsma, President and Co-Founder of Inspire Brands Asia (IBA), stated, “Our mission has always been to support our members not just in their workouts but in living a healthier, more confident life.”
With nearly 500 clubs in Southeast Asia and 5,600 globally, Anytime Fitness continues to lead with a focus on community, coaching, and innovation. IBA Group CEO, Luke Guanlao, emphasised, “We don’t push perfection—we support progress.”
As Anytime Fitness expands its footprint, the campaign underscores its commitment to providing holistic support, offering 24-hour access and global reciprocity, ensuring members receive personalised guidance wherever they are.
