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Anytime Fitness is a franchise of 24-hour health and fitness clubs that is headquartered in Woodbury, Minnesota, United States. The company operates over 4,000 franchised locations in 50 countries. The gym facilities are open 24 hours a day, 365 days of the year

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1) Many people prefer to run in the parks.
( *safety concern due to the pandemic *Natural)

2) Limited facilities and space during peak hours.
(customers might switch to another gym/fitness centre, private/boutique gyms)

3) With the existing pandemic, people cannot travel to other countries, so the accessibility to their gyms in overseas are not attractive at current moment.

4) Can't operate 24/7 365 due to the pandemic

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1) Intensive competitions with more established gyms such as Celebrity Fitness and Fitness First.

Celebrity Fitness - largest chain in Malaysia gym operators industry

2) Bad reputation of one club such as low quality of customer service and cleanliness may influence other clubs although the franchisers are different
*Inconsistency of customer service provided because it is franchise
*Code of conduct

3) Classes that are not attractive anymore

4) Quality of personal trainers

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1) 24/7 access
2) Accessible to all the branches
3) Many branches within KL & Selangor

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Market penetration:  *increase sales by implementing IMC
- Provide option to pay a lower membership fees, to access to one gym only.
*improvement of their weaknesses, and advertise on their strength

Market development: Expand its geographic market in Malaysia, to other states.

Diversification:
A new business model in F&B industry? such as healthy food?

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1) Demographic
– it’s based in KL & Selangor (biggest population city in Malaysia)

2) Economy
- Because it's based in KL & Selangor, that has the highest GDP. people are likely to spend money on gyms

3) Cultural
- Current trends of gym/fitness