Workout Anytime Launches Conversion Strategy; Attracts Institutional-Caliber Capital to Scale Regional Footprint

March 31, 2026 // Franchising.com // ATLANTA, GA. — A brand milestone, Workout Anytime describes a strategy involving the conversion of existing fitness gyms to the Workout Anytime platform, aimed at improving operational efficiency and member experience.

The approach involves converting existing gyms to the Workout Anytime platform, leveraging existing infrastructure and membership bases while implementing operating systems and equipment standards to align with brand norms. The approach aims to shorten setup time and streamline operations.

The strategy is being implemented at an independent fitness facility undergoing conversion to the Workout Anytime platform. The project represents an initial independent gym conversion and provides a model for subsequent conversions across the system.

“This strategy allows us to grow in a more efficient and targeted way,” said Jerry Pugh, CEO of Workout Anytime. “By building on existing locations, we can move faster, reduce development costs, and create stronger outcomes for our franchisees.”

The transaction description notes involvement with an experienced partner experienced in service-based business platforms. The partner previously contributed to the consolidation of dental practices into a multi-location platform, bringing relevant operational experience to the fitness sector.

The arrangement describes an expansion activity in a regional area with additional locations anticipated in the future.

The hub-and-spoke model that supports unit growth, with potential benefits in staffing, operational efficiency, and local market presence. The market size is a large global health and fitness club market.

Compared with ground-up development, the conversion model offers advantages such as shorter ramp-up timelines and reduced development risk, and when used with a standardized operating platform, provides a scalable path for regional growth and value creation.

Elliott, a proven operator within the system since 2011, currently owns and operates eight locations across Alabama and Tennessee and has developed more than a dozen clubs within the brand.

The facility will undergo a full repositioning, including interior upgrades, expanded strength equipment, and recovery-focused amenities to align with brand standards.

The concept is a 24-hour fitness model with locations in the United States.

SOURCE Workout Anytime

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