Anytime Fitness Fort Dunlop Birmingham, England
A premium member experience CREATING A COMPETITIVE ADVANTAGE
The franchise owners transformed an existing gym space in the iconic Fort Dunlop building, a renowned former tyre factory dating back to the early 1900s. Collaborating closely with Life Fitness, they devised a unique offering that significantly elevated the member experience compared to the previous budget gym.
Integrity+ cardio equipment with 24” Discover SE4 consoles delivers immersive and captivating cardio workouts, providing access to popular entertainment and fitness apps, as well as over 500 on-demand workouts through Life Fitness On Demand+. For strength training enthusiasts, Hammer Strength plate-loaded equipment, the world's leading brand for plate-loaded equipment, allows members to push their limits and achieve their fitness goals.
Listening to member feedback A GYM FOR EVERYONE
As part of the design process for Anytime Fitness Fort Dunlop, the franchise owners engaged with members of the existing gym to gather insights on their preferences for the new facility. A popular request was for a larger free weights area, which was doubled in size on the new gym floor.
The new facility features a comprehensive range of Integrity+ cardio equipment, including Life Fitness Powermill Climbers and ICG Indoor Cycles. Additionally, Life Fitness Insignia Selectorised strength pieces and Signature Plate-Loaded equipment provide full-body workouts designed to deliver results, complemented by Hammer Strength racks and Life Fitness cable machines.
Since the re-brand, members have praised the new gym floor layout, noting the ample space that enhances their workout experience without compromising on functionality.
Supporting the world’s largest gym chain GLOBAL PARTNERSHIP
Life Fitness has worked with Anytime Fitness since the gym brand opened its first club in Minnesota, USA, in 2002. More than 20 years on, Life Fitness continues to supply equipment to Anytime Fitness gyms around the world, working closely with franchise owners to create premium member experiences through Life Fitness, Hammer Strength, and ICG® equipment.
Plate Loaded Iso-Lateral Horizontal Bench Press
The Hammer Strength Iso-Lateral Horizontal Bench Press delivers a natural, explosive pressing movement that elevates traditional bench training. Designed to position athletes as they would be on a standard bench press, this machine enhances pressing mechanics with a 5-degree angled seat for optimal body positioning and power transfer.
Unlike a barbell, the independent converging and diverging workarms allow for a more dynamic, sport-specific press, reinforcing balanced strength that translates to real-world performance.
Life Fitness Multi-Adjustable Bench
Experience precision adjustments, effortless transport, and unrivaled comfort and style with the Life Fitness Multi-Adjustable Bench.
PowerMill Climber
A smooth stepping motion and 26 different speeds make the PowerMill ideal for exercisers who prefer slow climbs or those looking for one of the most challenging and intense cardio workouts at the gym. The large step space and anti toe-pinch design ensure secure footing during everything from high-intensity to moderate workouts. And a reliable AC motor ensures consistent motion during all of them. Fitness facilities have several console options, ranging from simple and intuitive to entertainment rich and engaging.
Integrity+ Treadmill
Introducing the next generation of the popular Life Fitness workhorse -- the Integrity+ Treadmill. Designed to elevate your fitness facility with modern design touches that lend to an inviting aesthetic, and the immersive Discover SE4 Console.
More than 500 fitness experiences are available through the complimentary Life Fitness On Demand+, available on the SE4 console.
IC6 Indoor Cycle
The IC6 Indoor Cycle utilizes a powerful full-color WattRate® TFT computer, self-powered by the bike’s generator, to provide the meaningful connection of exercisers to their workout. This interaction includes data exchange between devices and the Coach By Color® intensity guide.
The WattRate® TFT Computer 2.0 was redesigned and reengineered for IC6, IC7 and IC8 Indoor Cycles. It is a robust computer that features intuitive exerciser navigation and high-speed connection. The computer has a bright, self-powered, fully integrated TFT screen and a front LED display, which simultaneously displays individual training intensity for the user and the trainer.
Life Fitness Dual Adjustable Pulley
The Life Fitness Dual Adjustable Pulley has a weight stack that delivers a 4:1 resistance level to provide lower starting resistances for less experienced users. It allows for high-speed movements for sport-specific training and it can be customized to suit your training needs. Cable Motion™ Technology employs user-defined paths of motion that allow for a nearly endless variety of strength training options that builds balance, stability, and power.