Anytime Fitness’s vision for “one million healthier lives” guides their innovative marketing, retention strategies, and unwavering focus on empowering individuals through mind, body, and community. I recently sat down with Caitlin Bancroft, Group Chief Brand & Marketing Officer for Anytime Fitness, to explore how Australia’s largest gym network is inspiring healthier lives. From championing inclusivity to leveraging cutting-edge technology, Caitlin shares her journey into the fitness industry and reveals the strategic initiatives driving Anytime Fitness’s commitment to a seamless and engaging customer experience.
Caitline will be presenting at the upcoming CMO Summit, organised by Marcus Evans in the Gold Coast.
Mark Atterby (MA): Can you please provide a description your role at Anytime Fitness and key responsibilities?
Caitlin Bancroft (CB): As Group Chief Brand & Marketing Officer for Anytime Fitness, I am responsible for optimising brand positioning, member engagement, and marketing performance across the Australian and UK markets while playing a key role in the Collective Wellness Group International Executive Team. More specifically, for Anytime Fitness Australia, I lead the marketing function, steering strategic marketing initiatives, driving brand growth, member engagement, and franchisee success. My role involves shaping innovative campaigns, fostering partnerships, and aligning marketing efforts with business goals to inspire healthier lifestyles and support Australia’s largest gym network.
(MA): What attracted you to the fitness industry, and what has your career journey been like to reach the position of CMO at Anytime Fitness? What were some key learning experiences or pivotal moments along the way?
(CB): Health and wellness is my happy place. I grew up in a household where holistic health was prioritised and appointments with naturopaths, acupuncturists and chiropractors were commonplace. My early career was spent in the advertising industry working in Sydney and London across brands such as Nike, Diet Coke and news.com.au. I then transitioned from a career in advertising to pursue my passion for natural health, becoming a qualified naturopath. I then sought to combine my craft with my purpose and deliberately chose to make a larger impact by pursuing marketing roles in the health, wellness and lifestyle space. I have led marketing teams for a number of iconic Australian brands including Blackmores, Bioceuticals, Thursday Plantation, and Aussie Bodies.
My role at Anytime Fitness also affords me the opportunity to marry my dual passions of brand marketing and health and wellness every day in my work. It enables me to inspire others to be their best selves and provides a platform for making fitness more accessible and welcoming for all. I am a committed advocate for the health and wellness industry and believe Anytime Fitness, as category leader, has a responsibility to lead from the front and drive inclusivity in our industry, especially given the undeniable link between mental wellbeing and physical fitness.
(MA): In today’s rapidly evolving fitness landscape, what is Anytime Fitness’s central brand vision, and how does that vision guide your marketing strategy?
(CB): At Anytime Fitness we have a vision to inspire one million healthier lives. This is a guiding light for our marketing strategy with our ambition anchored on being Australia’s most welcoming and accessible gym network, synonymous with inclusivity.
This ambition is evident through our partnership with Shift20, (an initiative of the Dylan Alcott Foundation) which has seen us champion disability inclusion in brand development. We have embedded consultants and access coordinators in production, conducted accessibility audits across our clubs, website, creative assets and campaigns, plus shaped campaigns that reflect 20% of Australians living with disability – unlocking emotional connection and market opportunity through inclusive storytelling.
Through our long-standing partnership with R U OK?, we have also advanced brand purpose. As of April 2025, the partnership has raised over $1 million through the Tread As One challenge. In 2025, it has evolved into a refreshed, year-round mental wellbeing strategy – aligning with the brand’s broader ambition to support mind and body.
(MA): How does Anytime Fitness identify and segment its core audiences? Could you elaborate on some of these key segments and the specific value propositions or messages you aim for each to truly embrace?
(CB): At Anytime Fitness, we’ve gained valuable insights from a comprehensive segmentation study, along with deep dives into the Experian database, which have helped us define three core target audiences. These segments aren’t just defined by demographics or psychographics; they are shaped by distinct mindsets and needs. This understanding allows us to tailor our communications and media targeting, ensuring that we’re speaking to each group in a contextually relevant way that grabs their attention.
Here’s a breakdown of the three key segments:
- Strength Enthusiasts / Confident Variety Seekers: These individuals are all about building long-term strength, resilience, and personal growth. They’re looking for expertise and personalised training, especially in areas like nutrition and recovery. Our messaging resonates with them when it’s aligned with professional guides or influencers who can provide trusted advice on achieving their fitness goals.
- Weight Loss Strivers: This group is focused on understanding how to take better care of themselves, particularly when it comes to nutrition and maintaining a healthy lifestyle. They’re seeking guidance that empowers them to make positive changes, so we align with nutrition experts and wellness content that speaks to their life stage and goals.
- Active Wellness Seekers: These are individuals who enjoy staying active, whether it’s through fitness routines or group activities. They value variety and consistency, so we focus on providing them with fitness updates and lifestyle tips that help them maintain a regular exercise routine. Group fitness offerings and general wellness content resonate with this audience.
While each of these segments has different needs and preferences, there are common threads when it comes to the attributes they consider when choosing a gym. We’ve used this understanding to shape our communication strategy in a way that makes our messages both sharp and relevant across all platforms.
For example, when we’re reaching a broad audience, we emphasize convenience and national reach: “It’s time I joined a gym – convenience is important to me – AF has the most gyms all over the country.” But, we also take it further by reinforcing those messages in environments that make a stronger impact on the decision-making process. Think: seeing our ads at a bus stop or hearing them on the radio during the drive to work. The aim here is to gently push those in the consideration phase closer to making a decision.
Ultimately, this segmentation approach allows us to build stronger connections with our members, ensuring that our messaging is timely, relevant, and resonates deeply with each group.
(MA): The fitness industry is highly competitive, with traditional gyms, boutique studios, and digital-only platforms. How do you see the competitive landscape evolving in the next 12-24 months, and what are the key marketing strategies for fitness brands to differentiate themselves?
(CB): I think like most industries, fitness will see significant shifts influenced by both consumer behaviour and technological advancements. A few key trends that are likely to shape the industry include:
Health & Fitness is a much bigger priority, especiallypost-COVID. We’ve seen a surge in memberships, but retention is an ongoing challenge with rising costs. This makes it crucial for fitness brands to differentiate by offering value beyond just access to equipment. Members now seek holistic fitness experiences that combine physical, mental, and social wellness. Interestingly too, this focus on ‘social wellness’ means that gyms are increasingly becoming social hubs with juice bars, recovery zones, and group activities creating a sense of community. This means that fostering an inclusive and supportive environment can be a key differentiator as a way to build connections between members and increase loyalty and retention. At Anytime Fitness, our purpose goes beyond just helping people get fit; it’s about empowering individuals to live healthier lives. One of our core goals is to create an environment where everyone feels welcome. We’re actively working to break down the barriers that make gyms intimidating for many people. Whether through our inclusive marketing campaigns or creating spaces that welcome all levels of fitness, we ensure that everyone feels like they belong. With consumers seeking value beyond access to equipment, loyalty and benefits programs are another way brands can differentiate themselves. For example, our Anytime Fitness Member Benefits program, “Purple Perks” provides our members access to curated discounts and benefits across lifestyle brands, travel services, fitness gear and equipment, wellness products and more.
We also can’t overlook the impact of AI on the fitness industry, especially where it can be used to enhance personalisation. We know that personalisation is a centrepiece of the consumer experience, with 71% of consumers expecting tailored solutions. Key differentiators for brands will be how they can integrate AI to offer AI-powered fitness coaching and personalised recommendations. I think a watch out though is ensuring we balance the efficiencies we can gain from AI with the human touch and that human connection we are seeing people crave. Our Anytime Fitness app is still in its infancy but marks the beginning of our journey to enhance the customer experience with relevant, curated experiences, powered by AI, to help our members stay engaged and motivated. That is now enhanced by our partnership with Apple Fitness+ which is free for all our members for the duration of their membership.
Another interesting area for the industry to embrace is fitness for the aging population. We have an aging population with 22% expected to be 65+ by 2026. Consequently, both mobility and strength training for independence will be a key focus. Fitness brands can differentiate through facilities and/or programs designed to meet the needs of older adults, whilst at the same time providing safe, inclusive, and empowering fitness experiences. Anytime Fitness is perfectly positioned to support an aging population, as they prioritise mobility and strength training in the coming years. Strength training is at the heart of our offering—it’s what we’re known for and a key part of our unique value proposition. Our facilities are designed with the flexibility and accessibility needed to cater to a wide range of fitness levels, from beginners to seasoned gym-goers. Our clubs are equipped with a wide variety of strength training equipment, from free weights to resistance machines, as well as functional training spaces that support a broad range of exercises.
(MA): What particular initiatives have you undertaken to keep Anytime ahead of the pack?
(CB): Over the past year, I have championed innovation and consumer experience to drive a paradigm shift in Anytime Fitness’ strategy, transforming both our marketing and business operations. A key initiative has been a comprehensive consumer journey mapping project, which has redefined how the brand interacts with its members across all touchpoints. This initiative, driven by deep consumer insights, is focused on identifying pain points and inconsistencies in the member experience, ensuring that Anytime Fitness remains ahead in a competitive market. By shifting from a product-focused to a consumer-centric approach, Anytime Fitness is reshaping its operations to better meet the needs and expectations of its members, ultimately delivering a more seamless and engaging fitness journey.
In addition to this, Anytime Fitness has successfully launched several high-impact initiatives to further differentiate itself. The rebranding and relaunch of the Purple Perks program, for example, offers members exclusive benefits and discounts through an easy-to-use platform, strengthening member loyalty and retention. This was complemented by strategic collaborations, such as the partnership with Apple Fitness+, giving members access to premium digital fitness tools, further enhancing the hybrid fitness experience. These initiatives, alongside a data-driven approach to marketing, have not only improved member engagement but positioned Anytime Fitness as a leader in customer experience, ensuring it remains at the forefront of the fitness industry.
(MA): With high customer churn often being a challenge in the fitness industry, what is your current marketing focus – acquisition or retention – and how do these two priorities inform your overall marketing budget and strategy? What innovative retention strategies are you implementing?
(CB): Whilst both acquisition and retention are key for us and hallmarks of the fitness industry, a focus for Anytime Fitness has been on building brand and ensuring we communicate our value proposition. To summarise, Anytime Fitness is Australia’s largest fitness community, with more than 585 clubs nationwide. Our mission is simple: to make health and wellness more accessible to more Australians. We’re here to inspire healthier lives – through genuine support, the power of movement, and a community where everyone feels they belong.
This approach is underpinned by communicating the benefits of an Anytime Fitness membership to ensure our reasons to believe are clearly articulated. Whether that’s 24/7 access, reciprocal access, a global network enabling access to 5500+ clubs globally, Fitness+, Member Benefits program, for example.
Looking specifically at retention, this is not just driven by overarching brand strategies, but by the strong, local communities within our franchise network. With almost 600 clubs across Australia, our franchise partners are empowered to create tailored experiences that resonate with their local members. This decentralised approach ensures that each club can foster a supportive, community-driven environment that directly impacts member retention.
Local clubs play a critical role in enhancing member loyalty through initiatives like community events, member success stories, and personalised support. For example, many clubs run fitness challenges, social gatherings, and group activities that bring members together and create a sense of belonging. Additionally, clubs often highlight member success stories, showcasing real-life transformations and celebrating milestones to inspire others. This approach not only strengthens relationships with current members but also reinforces the supportive and inclusive culture that Anytime Fitness is known for, ensuring that members feel valued and motivated to continue their fitness journeys.
(MA): What are the most crucial marketing and customer success metrics that Anytime Fitness tracks? Could you walk us through how these specific metrics directly contribute to growing the business – both in terms of member acquisition and, crucially, long-term retention and lifetime value?
(CB): We don’t look at any metrics in isolation, but rather a collection of key metrics that we can use to inform strategic initiatives and campaigns. Some key measures include: prospect numbers, conversion, member numbers, visitation, length of stay, Brand health metrics (Awareness, Consideration, Preference), Cost per acquisition, and Cost per Lead.