Why Anytime Fitness is putting community before competition

Fitness spilled out of the gym and into the city on 31 January, when Anytime Fitness Singapore turned OCBC Square into an open-air arena for its inaugural "Battle of the Purple Champions" (BOPC).

The event garnered more than 1,000 participants and spectators, most of whom were seasoned gym-goers and first-timers. Interestingly, nearly 40% were non-members. Teams tackled short, high-energy stations built around everyday movements: stair climbs, sandbag carries, tank pushes and bike sprints.

Moreover, the event coincided with the opening of Anytime Fitness Singapore’s 150th club. For Ryan Cheal, group chief operating officer (COO) of Inspire Brands Asia (master franchisee of Anytime Fitness), the milestone signals more than growth, but rather, marks a shift in identity: “When Anytime Fitness first entered Singapore, our positioning centred on access and convenience. A 24-hour gym model was still novel.”

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That proposition has since matured. With over 150 clubs islandwide, the brand now operates as a connected national network rather than standalone outlets. Members can move seamlessly between neighbourhoods and work hubs. The focus has shifted from introducing flexible hours to delivering consistency, reliability and trust at scale.

“No fitness chain has expanded faster than Anytime Fitness in Singapore. We’ve opened 50 clubs in the past two years,” Cheal said, adding that Singapore is now one of the brand’s most established international markets. Across Asia, Inspire Brands Asia is approaching 600 clubs, hosting about three million workouts each month.

Setting the pace

Within APAC, the COO describes Singapore as both demanding and influential. Highly outcome-driven and discerning, Singapore consumers expect consistency across locations, operational clarity and visible progress. 

High urban density and strong health literacy have also shaped a market that values convenience but also performance. Unlike some markets where weight loss dominates, Singapore members skew toward strength and functional training. That focus has turned the city into a test bed for new equipment, technology and programmes.

“Singapore has become a benchmark market for Anytime Fitness in APAC,” Cheal explained, adding that operating principles refined here have been adopted across Southeast Asia and Greater China. BOPC embodies this evolution: while many fitness competitions focus on testing physical limits, BOPC celebrates participation and community

The stations were built around movements that mirror daily life, from moving furniture to climbing stairs. The short race format allowed participants to compete, recover and cheer others on without fatigue or intimidation. “In the end, it’s less about who is the strongest or fastest, and more about celebrating what consistent training makes possible,” he shared.

That positioning is strategic for Inspire Brands Asia. Fitness competitions, fuelled in part by the rise of formats such as Hyrox, are increasingly popular. Many gyms are launching their own versions. As such, novelty alone is not enough.

“Differentiation is sustained through execution, not novelty,” he said. “Consumers quickly see through surface-level innovation. What matters is consistency in service, communication, systems and outcomes.”

Born in Singapore, built for the region

Despite being held in Singapore, BOPC was not restricted to local members. Teams comprised different nationalities and even participants from other gyms.

That openness reflects the advantage of Anytime Fitness’ global footprint. While engagement often starts at the club or national level, the brand is exploring cross-border challenges and shared digital narratives to foster a sense of belonging to a broader fitness movement.

The brand believes that BOPC could serve as a blueprint for other markets. Not as a fixed template, but as a philosophy. “The key lesson is that community-first events work best when they are inclusive, relatable, and rooted in how people actually live and move,” Cheal said.

For the team, operating in Singapore’s crowded fitness landscape has reinforced one core insight: the fundamentals matter. The chief operating officer added: 

Members expect clarity, responsiveness and fairness. Brands that underestimate this risk long-term disengagement.

Looking ahead, the brand is prioritising quality-led growth over rapid expansion. “In Singapore, that means deepening value for existing members rather than expanding for expansion’s sake,” he said.

The broader ambition is to evolve from a place to work out into a long-term wellness partner. One that supports physical progress, mental wellbeing and sustainable habits across life stages.

“We are not a brand designed just to serve the fitness of athletes or bodybuilders,” Cheal shared. “We are here to provide an everyday brand of fitness for everyone. Fitness is for real life.”

If BOPC is any indication, that future looks less like a solitary treadmill session and more like a city square filled with people showing up, together.

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