Anytime Fitness Asia has launched a new regional brand campaign titled “Train For Your Life”, responding to changing consumer priorities across key Asian markets. The campaign reflects recent survey findings showing that people are now placing greater value on mental wellness and quality sleep, rather than focusing solely on physical appearance.
Rolling out across Singapore, Malaysia, the Philippines, Indonesia, Hong Kong, Thailand, Vietnam, and Taiwan, the initiative is backed by a regional survey involving nearly 9,000 participants. The findings reveal that 61% of respondents now prioritize better sleep as a primary health goal, while 49% say mental well-being is more important than traditional fitness objectives like weight loss or muscle building.
Despite 60% of those surveyed identifying regular exercise as their main health strategy, only 14% report using commercial gyms. Many instead opt for daily movement through commuting, housework, and at-home workouts.
At the heart of the new campaign is Anytime Fitness Asia’s SmartCoaching Ecosystem, a personalized digital platform that combines training, nutrition, and recovery support through a mobile app—offering members a more comprehensive wellness experience.
“Our mission has always been to support our members not just in their workouts, but in living a healthier, more confident life,” said Johannes Raadsma, President and Co-founder of Inspire Brands Asia (IBA), the regional master franchisee of Anytime Fitness. “This campaign is a bold expression of that commitment—whether you’re just starting out, returning after a break, or adjusting to a major life change.”
Currently, Anytime Fitness operates nearly 500 clubs across Asia and more than 5,600 locations globally, making it one of the most accessible fitness brands in the world.
“Being relevant means being relatable,” said Luke Guanlao, Group CEO of IBA. “We don’t push perfection—we support progress. That’s what makes Anytime Fitness stand out: we offer 24-hour access, global reciprocity from day one, and holistic support that fits real life.”
In Singapore, the brand recently marked the opening of its 125th club, with plans to grow to 200 locations within the next decade, reinforcing its commitment to accessible and inclusive fitness for all.
