The Business of Making Fitness More Flexible

The gym is no longer necessarily a place. Increasingly, it is a starting point. Anytime Fitness UK & Ireland is giving its members complimentary access to Apple Fitness+, bringing thousands of workouts and meditations into a membership that already offers round-the-clock access to more than 6,000 clubs worldwide.

The partnership, which launches on 4 August, reflects a wider shift in how people are approaching exercise, with gym-based training increasingly sitting alongside workouts at home and on the move.

Under the new arrangement, Anytime Fitness members in the UK and Ireland will receive a Fitness+ subscription for as long as they remain active members, at no additional cost. Existing Fitness+ users who sign up for a 13-month Anytime Fitness membership will also receive their first 30 days free.

The move comes as the UK fitness industry continues to expand. According to ukactive’s UK Health and Fitness Market Report 2026, gym memberships now account for 18% of the population, while annual visits have risen by 10% and sector revenue has reached £6.5bn. For Anytime Fitness, the challenge is increasingly about making the gym membership work beyond the walls of its clubs.

“Today’s members don’t think about fitness in one location. They move between the gym, home and travel, and they expect their membership to move with them. Adding Apple Fitness+ to membership combines the motivation and guidance of Fitness+ with the support of our clubs, giving members even more ways to stay active and consistent,” said Sarah Mather, Head of Marketing at Anytime Fitness UK & Ireland.

Members will have access to thousands of Fitness+ workouts and meditations spanning 12 workout types, including strength, HIIT, yoga and Pilates, led by a diverse team of trainers. The partnership also brings another layer of technology into the experience. An iPhone is enough to access Fitness+, while Apple Watch users can see personalised, real-time metrics during their workouts.

Rich Peil, Director and Co-Founder of Anytime Fitness UK & Ireland, said the partnership was part of a broader strategy around how the business is evolving its membership offering. “We’re investing in a model that combines outstanding physical clubs with digital experiences members value to deliver the best member experience in the market. Providing our members with access to the expansive library of Apple Fitness+ content helps them pursue their goals wherever they choose to work out while complementing the experience they already enjoy in our clubs.”

The announcement comes as Anytime Fitness reaches another milestone: the opening of its 6,000th club globally. In the UK and Ireland, the business currently operates 180 clubs and is targeting 500 within the next five years, as it expands its franchise network alongside its portfolio of corporate-owned clubs.

The Fitness+ launch follows similar rollouts in Australia, Canada, Japan and the US, and points to a fitness industry increasingly defined not by where people work out, but by how easily they can move between different ways of doing it.