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Self Esteem Brands reports results, does deal with Apple Fitness and reveals plans to crank up international expansion

Self Esteem Brands year-end revenues increase by 12.3 per cent
500 new franchise units opened in 2023
This year will see SUMHIIT expand in Australia and Singapore. International expansion of The Bar Method will be announced this quarter
A partnership with Apple has seen the entire Apple Fitness+ catalogue of workouts being made available on the Anytime Fitness app
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location: Harrow, London, United Kingdom
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Self Esteem Brands (SEB), owner of Anytime Fitness, has released year-end results which show year-on-year revenues up by 12.3 per cent and the launch of 500 new franchise units globally.

US-based companies do not routinely reveal their profitability, as happens in Europe and the UK.

International expansion saw 284 club launches outside of the US, with new Anytime Fitness master franchisees secured in France and Austria, while franchise locations in Canada were consolidated under a new master franchisee.

SEB also introduced SUMHIIT Fitness, the international expansion of the Basecamp Fitness brand. Starting off in the US, the first international locations will be unveiled in Australia and Singapore in the coming months.

“We're encouraged by the 2023 growth across our portfolio of brands and system and see strong gains to be made both in the US and in new countries and regions worldwide,” said president, Dave Mortensen.

Anytime Fitness showed a 6.7 per cent increase in year-on-year coaching and personal training services. Memberships in the US and Canada now come with a supportive network of coaches who design personalised plans focused on training, nutrition and recovery, managed via the new Anytime Fitness App.

Thanks to a new collaboration, the entire catalogue of Apple Fitness+ workouts are also available on the app.

Waxing the City – which offers body, facial and eyebrow waxing – saw franchise sales grow by 300 per cent on 2022 levels.

The Bar Method grew to 1.6 million class attendees in 2023, which is 14 per cent higher than 2022. A Bar Strength class format was successfully introduced in the latter half of the year.

The international franchise expansion will be announced in the first quarter of this year.

Speaking in HCM issue 7 2023, Mortensen revealed the company has a target of 10,000 units globally in the next five years. “We’ve set a goal to impact 100 milion people around the world; I’d estimate that we’ve impacted around 20 million so far,” he said.

Headquartered in Minnesota, SEB has almost 5,500 sites across seven continents. Its franchise brands are Anytime Fitness, Basecamp Fitness, SUMHIIT Fitness, The Bar Method, Waxing the City and it affiliates Stronger U Nutrition, Healthy Contributions and Provision Security.

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