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?

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.