Workout Anytime is powering into the second half of the year with fresh executive firepower and new franchise development.
The Atlanta-based 24/7 fitness franchise, which operates more than 200 locations across the U.S., has signed three new franchise deals and finalized eight leases so far this year. The developments come on the heels of a major leadership shakeup, with longtime franchisee Jerry Pugh stepping in as CEO following a deal that gave him an ownership stake in the company alongside private equity firms Skyline Global Partners and Peninsula Capital Partners.
“We’ve seen incredible progress already this year, both in terms of internal development and external impact,” Pugh said. “From onboarding new franchisees to expanding our national footprint, we’re laying the groundwork for long-term, sustainable growth — and we’re just getting started.”
Pugh, formerly the brand’s largest franchisee, brings more than a decade of operational experience to the helm, a perspective he says is key as Workout Anytime scales its footprint.
“This brand has always been about access, integrity and simplicity,” he added. “We’re doubling down on that mission by investing in leadership, marketing and franchisee support to elevate our member experience and accelerate unit-level success.”
As part of its executive refresh, the brand also named Larry Brayman chief marketing officer. Brayman brings three decades of franchise and brand-building experience, including stints at Ray-Ban, Oakley, LensCrafters, Gold’s Gym and CKE Restaurants.
“Larry brings the energy, insights and strategic vision that will help us build an even stronger brand,” Pugh said. “His leadership is already making a difference in how we engage members, support franchisees and communicate our value.”
Outside the gym, the Workout Anytime is making moves to align its mission with sports. During the NCAA Women’s Final Four in Tampa, Workout Anytime sponsored an event titled “Leveling the Playing Field: The Future of Women’s NIL,” spotlighting the evolving Name, Image and Likeness opportunities for female athletes.
“Being part of this conversation is a natural extension of what we stand for at Workout Anytime,” said Lynsay Flynt, the brand’s director of marketing and a former Division I athlete. “Women are a vital part of our member base, and we’re committed to investing in their success — both on and off the field. NIL is more than just marketing; it’s a movement toward equity, empowerment and long-term visibility for women in sports.”
In an interview earlier this year with Athletech News, Pugh outlined his expansion blueprint: to double Workout Anytime’s footprint from 200 to 400 clubs over the next five years.
“I think we could grow to 1,000 locations in the U.S. over the next 10 years with the right momentum and strategy,” he added. “We’re going to look for larger franchisees that want to open between 5 and 20 units. We’re open to smaller deals as well, but we’d like for anyone who comes in to at least be able to open three.”
