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About the club

Engaging members of all skill levels

The global Anytime Fitness franchise comprises nearly 5,000 health and fitness clubs in 50 countries and was founded in 2002. The Hiawatha, Iowa, location opened in 2023 and operates 365 days a year, 24 hours a day.
Anytime Fitness Hiawatha - Performance Trainers (1)

The Challenge

Keep Members Engaged

Anytime Fitness is known for its focus on convenience, which attracts new members. Anytime Hiawatha also wanted to increase membership retention through personalized coaching and community engagement. An additional challenge: How to maximize the layout of the small 4,500 square foot space and make it feel welcoming?

Anytime Fitness Hiawatha - Multi Jungle (1)

The process

Building Healthy Environments and Habits

Anytime Hiawatha Owner Travis Salter grew up using Life Fitness and Hammer Strength machines. He knew his members would recognize the brands and feel confident using the high-quality equipment. The legendary durability of Life Fitness and Hammer Strength machines meant they would perform well in a demanding 24/7 environment. The plan was to design a welcoming facility, get to know the members, help them set healthy goals and keep them engaged at every stage of their fitness journey. Anytime Fitness Hiawatha’s approach to coaching would play a key role in this. Rather than design one-size-fits-all plans, its coaches would design custom plans around an individual’s ability, body and goals.

from novice to elite athlete

Focus on community

Anytime Fitness Hiawatha - Room Scene (2)

Our members appreciate the quality of the equipment. It looks sturdy but not intimidating. And the digitalization is really helping people. Members can connect their wearables and workouts programmed by our certified coaches are waiting for them. 

Travis Salter - Club Owner
Anytime Fitness Hiawatha - Multi Jungle (2)

The Solution

Engaging Members in Multiple Ways

By partnering with Life Fitness to bring their small space to life, Anytime Hiawatha was able to ‘wow’ members by the novel ways they engage them. They achieved this in three ways.

1. Functional fitness space. The layout of the 4,500 square foot facility provides free weights and high-quality cardio, strength and functional fitness equipment in a way that doesn’t overwhelm members. An open functional fitness space attracts individual exercisers and hosts inclusive group training programs, giving the space a communal heart that makes it feel more personal.

2. Integrated technology. Members can track health and fitness goals by synching wearable devices with Life Fitness Connect and share that data with medical providers. This app allows them to track workouts on Life Fitness and Cybex machines, and view videos on proper technique, alternative exercises and workout options. Customized training programs and member to trainer communication can be accessed through the Anytime Fitness app.

3. Halo-enabled machines. Halo lets facility managers push updates and special notices to all or individual machines instantly. Anytime Hiawatha uses it to customize Life Fitness attract screens for member birthdays and anniversaries, and to inform members of upcoming promotions and facility events. Halo also provides the facility manager with essential usage information and a communication line to Life Fitness service representatives — an essential benefit for a facility that’s always open.

Anytime Fitness Hiawatha - Treadmills (1)

The Result

The result is a thoughtfully designed facility powered by a community-centric ethos that keeps members engaged, connected and empowered to make informed, wholistic decisions about their health and wellness.

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