The Anytime Fitness Connection

At face value, fitness and waxing don’t seem like a likely business combination. Anytime Fitness^® is a top-ranked global franchise with over 3,000 franchise locations across more than 30 countries. Waxing the City^® was a regional personal care phenomenon.

Founders Chuck Runyon and Dave Mortensen revolutionized the fitness industry with their introduction of the 24-hour co-ed fitness center. They recognized that consumers wanted a convenient, affordable gym without sacrificing a quality workout experience. The concept took off and in 2014, Anytime Fitness was named the #1 franchise on Entrepreneur magazine’s prestigious Franchise 500 list.

Along the way, Anytime Fitness advanced its mission to improve the self-esteem of the world. So in 2012, when a group of successful waxing studio owners met with Chuck and Dave, a connection was made. Anytime Fitness was looking to invest in a new franchise brand, and Waxing the City’s commitment to client care and service excellence aligned perfectly with Anytime Fitness’ core values.

Enter Self-Esteem Brands, the new parent company of Anytime Fitness and Waxing the City. The time-tested support systems that have allowed Anytime Fitness to rise to the top of the franchise world are now available to Waxing the City and its franchisees. In fact, many of the corporate team members who were instrumental in the rise of Anytime Fitness are putting their efforts into replicating the same growth with Waxing the City.