
Anytime Fitness is owned by Purpose Brands LLC, the private fitness franchise holding company formed in April 2024 by the merger of Orangetheory Fitness and Self Esteem Brands, backed by Roark Capital. The 24-hour gym franchise was founded in 2002 in Minnesota and operates about 5,800 franchised clubs in more than 40 countries.
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Anytime Fitness | Purpose Brands LLC | Wholly owned |
Chuck Runyon, Dave Mortensen, and Jeff Klinger met in the early 1990s while working at a fitness club in St. Paul, Minnesota. In 1995 the three jointly acquired the Southview Athletic Club, which they grew from 500 members to 4,000 before selling it in 2001. The idea for Anytime Fitness came out of surveying what members of large gyms actually wanted: convenience over amenities.
The first Anytime Fitness club opened on May 30, 2002 in Cambridge, Minnesota, chosen partly because no competing gym served the town. The concept paired a smaller, neighborhood-scale club with around-the-clock member access controlled by key fobs and security systems, allowing unstaffed overnight hours. Early franchisees were largely former Southview employees, and Eric Keller became the first franchise owner.
Growth came quickly through franchising. The chain passed 1,000 clubs within its first decade and averaged roughly 300 new openings a year through the 2010s. International expansion started with Canada and spread to Mexico, Australia, New Zealand, the United Kingdom, Japan, India, and dozens of other markets. By the mid-2010s the brand operated on every continent, including a club in Antarctica opened to serve research station personnel, a marketing point the company still uses.
Runyon and Mortensen built Self Esteem Brands around the gym business, adding Waxing the City in 2012, Basecamp Fitness in 2018, The Bar Method in 2019, Stronger U in 2021, and the SUMHIIT international concept. Anytime Fitness remained by far the largest asset, with more than 5,000 clubs and systemwide sales above $2 billion by 2023.
The April 2024 merger with Orangetheory moved the brand into Purpose Brands. Under the new structure Anytime Fitness kept its own brand president and franchise system while gaining shared technology and real estate resources. The brand ended 2025 with about 5,810 locations, the most of any fitness franchise worldwide, and roughly five million members.
What does Purpose Brands own?
Purpose Brands owns seven fitness and wellness franchise brands: Anytime Fitness, Orangetheory Fitness, The Bar Method, Basecamp Fitness, SUMHIIT Fitness, Waxing the City, and Stronger U. Together they operate more than 7,000 franchised locations in about 50 countries.
Is Purpose Brands publicly traded?
No. Purpose Brands is privately held, backed by private equity firm Roark Capital along with the founders and leadership of its predecessor companies. There is no stock ticker and no public financial filings.
Who founded Purpose Brands?
Purpose Brands was not founded by individuals. It was created in April 2024 by merging Orangetheory Fitness and Self Esteem Brands in an all-stock transaction. The two predecessor companies were founded by Ellen Latham and Dave Long, and by Chuck Runyon, Dave Mortensen, and Jeff Klinger, respectively.
Where is Purpose Brands headquartered?
The company maintains dual headquarters in Boca Raton, Florida and Woodbury, Minnesota, reflecting the home bases of Orangetheory Fitness and Self Esteem Brands before the merger.
How many brands does Purpose Brands own?
Seven. Anytime Fitness is the largest by location count at about 5,810 clubs, followed by Orangetheory with more than 1,400 studios. The remaining five brands are smaller regional or niche franchises.
Who owns Purpose Brands?
Ownership sits with private equity firm Roark Capital, which had backed both predecessor companies, plus founders and management who rolled their stakes into the merger. The exact ownership percentages are not public.
The brand's recurring controversy is billing. Members of franchised clubs have filed complaints with regulators and the Better Business Bureau over cancellation difficulty and continued billing after attempted cancellation, an issue common across the gym industry but amplified by the franchise structure because the parent does not control local club policies directly.
There have also been isolated legal disputes between the franchisor and former franchisees over territory, fees, and brand standards, which are typical for a system of this size. No major consumer safety recalls apply because the brand operates service locations rather than manufactured products.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Planet Fitness | USA | 1992 | Mass market | United states | All Genders | |
| Equinox Group | USA | 1991 | Luxury | United states | All-ages |
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Market Positioning: Anytime Fitness competes with 2 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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