How Anytime Fitness Dominates Search Results
for 150+ Gym Locations


YoY Increase in Organic Conversions


Greater Keyword Visibility vs. Top Competitor


Search Rank for 'Gym London'

01. The Challenge & Solution

The Fitness industry is very competitive vertical

Website footer lacking internal links to important category and product pages

Content gap on key category pages

Lots of 404s present on the website that weren’t being redirected

02. Our Process

Anytime Fitness is a popular UK gym chain with over 150 locations. They’re known for their state-of-the-art equipment, world-class amenities, and excellent customer service. The franchise model meant that the National Marketing team had a lot on their plate. They realized they needed a digital marketing agency to help them with their online campaigns, and they partnered with Rank Glow in early 2021.

Early on in the project, Rank Glow noticed that Anytime Fitness was getting a lot of website visitors, but not a lot of those visitors were actually signing up for memberships.

We started by running remarketing campaigns on Facebook and Google Display. As the campaigns went on, we added SEO to the mix. We can’t stress enough how important local SEO is, especially business listings. They’re essential for Anytime Fitness to rank high in search results.

We also had to figure out how to improve Anytime Fitness’ GMB ranking, enhance their website’s functionality and UX, and use heatmapping to track user behavior.

Plus Fitness plan out their annual marketing calendar and work collaboratively with Rocket to take these to market, digitally. This includes developing creative static images, videos, copy and launching them on different ad platforms with smart targeting and budget management to support conversions from campaigns.

“Rank Glow truly understand our business and how to work with us.”
CEO Anytime Fitness – Breigh Crawford

03. Perfect Result

Rank Glow’s digital marketing campaigns gave Anytime Fitness a competitive edge over other gyms in the area by using remarketing, Google Ads, Facebook, Instagram, Spotify, and SEO.

Membership sign-ups from digital are up by 20% YoY with just a 3% increase in media budget.

Anytime Fitness’ goal for 2023 was to improve organic conversions by 6% year-over-year. With the help of Rank Glow, they achieved a 10.28% year-over-year increase in online conversions, more than double their benchmark. To put that in perspective, Anytime Fitness has 45% better keyword visibility than their closest competitor (with over 150 gyms), which means they’re more likely to be found by interested prospects on Google.

Rank Glow has done some incredible work, helping Anytime Fitness dominate non-brand search for all of their franchisees. This means that Anytime Fitness is the top result for searches like “[suburb] + gym” in over 150 locations! Examples include:

  • Gym UK
  • Gym London
  • Gyms Liverpool

We are ranking #1 in the local pack for gym London ..that’s huge. A keyword which has over 3,600 searches per month.