Anytime Fitness, the international gym & fitness franchise, has unveiled its new ‘Stop Searching. Start Anytime.’ nationwide campaign. The new UK initiative is designed to help individuals overcome the doubts and anxieties that can prevent them from entering a gym environment.
Drawing on anonymised UK search data, the campaign highlights common questions people search for online before joining a gym, such as ‘Am I too unfit for the gym?’ and ‘Will everyone stare at me?’. According to the company, the campaign aims to transform these private insecurities into shared stories of reassurance and hope.
A new creative platform features a series of films and portraits of real members. These visuals include plus-size lifters and first-time gymgoers in order to champion inclusivity within the Anytime Fitness community.
As part of the rollout on January 2, 2026, the company is introducing ‘The Search Party’ across its local clubs. These are small, relaxed sessions led by coaches to help participants learn basics and address common fears.
Participating clubs will also feature a ‘Suggestion Search Box’ installation. This allows members to anonymously submit questions regarding equipment or confidence concerns to be answered by staff.
Katy Cockerill, Director of Marketing at Anytime Fitness UK & Ireland, said “We know how intimidating that first step into a gym can feel and how often people try to ‘research’ their way to confidence before they walk through the door.
“This campaign is about meeting people where they already are: online, full of doubt, asking questions they don’t want anyone to hear.”
Cockerill added “We want to show them that those fears are completely normal. You don’t need to be ready to start. You just need to start.”
The campaign is being delivered across digital, social, and out-of-home channels throughout this month. It includes 30-second films and hero stills that celebrate everyday gymgoers.
From its humble beginnings in a small town in Minnesota, Anytime Fitness has grown into a global fitness brand with more than 5,500+ locations across all seven continents. The brand opened its doors in the United Kingdom and Ireland in 2010. It is the largest fitness franchise, operating over 185 clubs in the UK and Ireland.
Anytime Fitness operates as a 24-hour health and fitness club franchise across the UK and Ireland. It provides members with access to exercise equipment and coaching support.
