Opening 2km from another club in the same brand sounds like a recipe for trouble. It doesn’t have to be.
That was exactly the brief for Anytime Fitness Logan Reserve: open strong, and protect the existing club down the road. It went on to become the largest presale of 2024, with both clubs still moving forward. Here’s what we learnt.
Will a new club take members from the existing one?
It can, if it’s marketed carelessly. With tight targeting and a clear local story, a new club mostly grows the brand in the area rather than splitting it.
Plenty of people in a growing area have never joined a gym at all. A new club, marketed well, reaches them. The goal is to grow the pie, not fight over the existing slices.
How do you target ads so clubs don’t compete?
Use precise geographic targeting around each club and make sure each one speaks to its own community.
We drew campaigns carefully around each location so the new club focused on its own catchment. The messaging leaned into what made Logan Reserve new and different, without ever positioning it against its neighbour.
What role do the two club teams play?
A big one. Coordination between both teams, on offers, timing and messaging, stops clashes before they happen.
When both owners and teams are talking, the clubs can support each other. That’s a credit to the people involved, and a big reason both clubs kept growing.
The full story.
See how Logan Reserve opened strong while protecting its neighbour.
Let’s plan it properly.
We’ll help you open strong without hurting the network. More on our Anytime Fitness marketing page.
Contact →
