Mumbai: Anytime Fitness, a 24×7 gym chain with over 170 clubs nationwide, has launched a refreshingly honest and humorous campaign as part of BE FIT FEST 4.0 — India’s biggest fitness celebration — urging people to rekindle their gym habits and restart their fitness journeys.
The new campaign takes a witty, self-aware approach to a common truth — millions of people sign up for gym memberships with enthusiasm but often fail to show up regularly. Drawing on relatable humor, empathy, and real-life scenarios, Anytime Fitness’ latest campaign reframes fitness not as a guilt-driven pursuit, but as an achievable and friendly lifestyle choice.
The campaign video humorously highlights the “sign up and disappear” phenomenon while motivating people to get back on track — no matter how long the break has been.
Industry studies show that while many gym-goers start strong, nearly half stop attending after a few months due to busy schedules, lifestyle changes, or lack of motivation. Some reports even suggest that 60–70% of first-time gym-goers in India eventually drop off, despite keeping their memberships active.
Speaking about the campaign, Vikas Jain, Managing Director, Anytime Fitness India, said, “As someone who has spent decades in the fitness industry, I’ve seen this pattern everywhere: people genuinely want to get fit but life gets in the way. Studies show that a majority of members stop showing up after the first few months, even while their memberships stay active. This campaign is our way of saying: it’s okay if you fell off track, just start again.”
He added that the goal is to make fitness approachable, flexible, and pressure-free, which is why Anytime Fitness is introducing subscription membership plans that provide annual benefits with the option to pay monthly, making fitness more accessible to all.
BE FIT FEST 4.0 also brings a host of exclusive wellness partnerships, including offers from Nutrabay, Borges, and Tata 1mg, curated to support people beyond workouts — aligning with Anytime Fitness’ holistic vision of Training, Nutrition, and Recovery.
With this campaign, Anytime Fitness hopes to inspire thousands to take that first step back into the gym — reminding everyone that “even restarting counts as a win.”
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