Self Esteem Brands to expand Anytime Fitness franchising into the United Arab Emirates

March 25, 2024

Self Esteem Brands has announced the appointment of an investment group led by Dr Mark Mobius as its master franchisee for the expansion of the Anytime Fitness portfolio in the United Arab Emirates.

With plans to open the UAE’s first Anytime Fitness club in Dubai by the end of 2024, the deal expands the global footprint of Anytime Fitness while tapping into the fast-growing exercise and wellness market in the Arabian Gulf.

In acquiring the master franchise for the UAE, Dr Mobius, an investor synonymous with emerging and frontier markets and one of the most successful and influential money managers over the past 30 years, joined with Anytime Fitness Philippines franchise operators to enter the Middle East market.

He is joined by fellow investor John Ninia, along with Ben Matute and Richmond Sy, two longtime Anytime Fitness Philippines franchise operators who will relocate to Dubai and co-invest with Ninia and Dr Mobius to establish Anytime Fitness UAE

Dr Mobius commented "being a long-time member of Anytime Fitness and having used the clubs around the world makes this investment a natural for me."

Sander van den Born, Executive Vice President - International at Self Esteem Brands, added "when we look at the places where our presence and brands can make a meaningful difference and capture strong growth, UAE is at the top of the list.

"It's also a strong testament to the strength of the Anytime Fitness model to see existing franchisees relocate from a successful region to help stand up operations in the UAE. We are aligned on values and purpose, especially with wider recognition of health and wellness initiatives across the Middle East region; we are proud to bring the Anytime Fitness brand to the UAE and play an active role in the health and wellbeing of its people and communities."

With the UAE, Self Esteem Brands will now have Anytime Fitness clubs - the world's largest fitness franchise - operating in more than 40 countries and territories.

Chuck Runyon, co-founder, Anytime Fitness and Chief Executive of Self Esteem Brands, “we strongly believe in the double-digit growth forecasts for the $5.6 trillion global wellness economy over the next decade, and investments are crucial to help ensure we evolve health and wellness in ways that are holistic and more accessible.”

The latest top fitness trends study from the American College of Sports Medicine (ACSM) identified exercising for weight loss, personal training and traditional strength training as the top exercise and wellness trends in the UAE.

Image shows stakeholders in Anytime Fitness’ expansion inton the UAE (from left) Andrew Wind of Self Esteem Brands; Ben Matute, Anytime Fitness UAE master franchisee; Chuck Runyon of Self Esteem Brands; John Ninia, Anytime Fitness UAE master franchisee; Tony Mitchell, Self Esteem Brands; Dr Mark Mobius, Anytime Fitness UAE master franchisee; Dave Mortensen, President, Self Esteem Brands; Richmond Sy, Anytime Fitness UAE master franchisee; and Sander Van den Born, Self Esteem Brands. Credit: PRNewsfoto/Anytime Fitness.

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