The world’s biggest fitness brand lands in West Melbourne

The world’s biggest fitness brand lands in West Melbourne
Jack Hayes

With more than 530 clubs nationwide, Anytime Fitness is a giant of the fitness industry.

According to American magazine and website, Entrepreneur, its 4000-plus clubs globally ranks it the ninth largest in the world, mixing it with franchise heavyweights like KFC, 7-Eleven and McDonald’s.

With such a monumental presence across the world, it would be easy to assume its 2.5 million global members would become just that, a number.

But, as co-owner of Anytime Fitness’s new West Melbourne club Phil Edwards has seen first-hand, it is his team’s personal approach that is embedding its roots in the local community.

“The response has been phenomenal which is really lovely to see,” Mr Edwards said. “Because we are only 10 months old, we are still in our foundational stage of reaching out to the local community and establishing connections with local businesses.”

“But, to see the kind of response we have [received] it cements our commitment to open West Melbourne’s first Anytime Fitness and first 24/7 fitness club.”

Anytime Fitness West Melbourne is located in the West End development on the corner of Adderley and Dudley streets and is the fourth club from Mr Edwards and his business partner, Julie Mazzarella, who have more than two decades experience working in the health and fitness industry.

After lengthy delays due to COVID-19, Mr Edwards opened Anytime Fitness West Melbourne in April 2021, but due to restrictions on gyms and fitness centres, their first full month of trading wasn’t until mid-November.   

Now, with more than ten months of service to the community under their belt, Mr Edwards told North West City News the convenience of 24/7 access, state-of-the-art equipment, and inclusivity for members “no matter your body type, fitness level, ability, gender or background” were the qualities underpinning their growing community.

“There is a fear of the unknown for first-timers joining the fitness community, and with so many out there, there is a lot of saturation in the market,” Mr Edwards said.

“So, to have a personal touch, where our members are greeted when they come in and when they leave, that is incredibly important to us.”


“Our members mean the world to us, their health and safety matter to us, we are here to hold their hand every step of their journey, no matter what that journey happens to be.”


“We want our members to have the feel of belonging to something. Belonging to a community that is focused on achieving their goals.”

Anytime Fitness West Melbourne boasts a huge range of top-quality equipment, multiple training zones, functional training zones, individual showers, separate toilets, a beauty bar with hair dryers and straighteners. All members are given the ability to to use their membership at any of the 4000-plus locations worldwide.

“For our members, convenience is everything. We want to remove any barriers they may have to wanting to exercise and to have access to our clubs pretty much anywhere they will go in Australia or overseas is amazing,” Mr Edwards said.

“We also have an Anytime Fitness app where we support our members with regards to education on training and nutrition, as well an ATF rewards program where you are rewarded with prizes the more you work out.”

Anytime Fitness West Melbourne is located at Tenancy R18, 185 Rosslyn St, West Melbourne.

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Caption: Anytime Fitness West Melbourne co-owner Phil Edwards.

Photo: Murray Enders.

John Buncle

John Buncle

February 14th, 2024 - Felicity Jack
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