Anytime Fitness

THE client

Anytime Fitness

Anytime Fitness is a franchising with over 5,000 locations in 50 countries. All the Clubs make fitness a crucial part of everyone’s day, offering access all over the world, 24 hours a day, 365 days a year.


Where we started from

Anytime Fitness wants to increase the loyalty of the franchisees and the number of subscribers, positioning itself as the ideal gym for everyone: men and women of all ages and expertise, who seek physical and psychological wellbeing.

What we did

Overcoming preconceptions, from predefined standards to the conventional idea of gym. This is the focus of the communication we developed over the years in every project, from brand awareness to subscription campaigns.


We have worked on the brand’s awareness on a national scale through proximity campaigns to increase its visibility in the eyes of potential subscribers and of potential franchisees interested in new investment opportunities.


The concept is focused on the concept of Apertura (Opening) not only as the physical opening hours of the Clubs, 24/7, but also as a value shared by gym, coaches and subscribers.

digital and offline CAMPAIGN


In creating interest around the brand and the Purple Day promotion, we got involved a range of users and then created a hot audience, channelling traffic to the pages of the clubs with push ads and ad hoc creativity.


Social Media


“The journey with ITACA started many years ago… Our Brand had just arrived in Italy, after a long journey across the ocean from Minnesota. As soon as it arrived, we started on this journey together, with a suitcase full of projects to complete and ambitious goals to reach. We toasted to successes and travelled across storms in the middle of the sea… Without ever losing our route and always with a strong spirit of collaboration. Like a proper “crew”, where people love what they do and sharing goals and values”.

Luca Briaschi, Marketing & Communication Manager

GS1 Italy Servizi Next project: GS1 Italy Servizi