Overview
Purpose Brands is a global organisation operating a diverse portfolio of fitness, wellness, and lifestyle franchises, including the internationally recognised Anytime Fitness brand. With a mission to empower healthier communities world wide, Purpose Brands has set an ambitious goal of surpassing 10,000 sites globally by 2028.
Control Group’s partnership with Purpose Brands began through our extensive work with Anytime Fitness across the EMEA region. Anytime Fitness, a leading 24/7 gym franchise, continues to expand rapidly across Europe, with a particularly strong footprint in Germany and a robust pipeline of new installations scheduled for completion by the end of Q4 2025.
Our collaboration initially supported Anytime Fitness during its entry into the European market, ensuring each site met both operational requirements and local compliance standards. This included designing and deploying integrated security, audio-visual, and IT systems that could scale across multiple international markets while maintaining the brand’s consistency and reliability.
Purpose Brands’ proven global success is highlighted by the growth on a global scale, especially Anytime Fitness master franchisor in Japan, which opened over 1,000 clubs in under 10 years. Control Group now partners with the same master franchisor entity in Germany, where the brand will continue to experience significant growth and development under the Purpose Brands umbrella.
Challenge
The expansion of the Anytime Fitness network under Purpose Brands required a scalable, compliant, and standardised technology framework that could be replicated across multiple territories. Each installation needed to uphold Purpose Brands’ global quality benchmarks while adapting to local regulatory requirements and maintaining seamless connectivity, safety, and operational efficiency across 24/7 environments.
Solution
With more than 15 years of experience in integrated technology and security, Control Group designed and delivered a complete end-to-end solution to support the network’s growth. Each site benefits from a unified technology ecosystem that includes Alarm Receiving Centre (ARC) integration tailored to national compliance standards, IT and network infra structure, telecommunications, intruder alarms, audio-visual systems, fire detection, CCTV surveillance, and access control (allowing the same member to access any site globally using the same fob).
In addition, Control Group provides a 24/7 support desk and a platinum maintenance program, ensuring rapid response, re-active monitoring solutions, and continuous system development through innovations. This approach enables Pur pose Brands and Anytime Fitness operators to focus on member experience while maintaining consistent operational reliability across all sites.
Outcome
The collaboration between Control Group and Purpose Brands has created a secure and scalable foundation that sup ports the rapid expansion of Anytime Fitness throughout EMEA. Control Group’s technology-driven design approach ensures every site operates to the highest standards of safety, compliance, and connectivity.
Our advanced platinum maintenance warranty provides a 48-hour equipment replacement guarantee, minimising down time and protecting the member’s experience, a critical factor in supporting the 24/7 fitness model at the heart of Anytime Fitness and the wider Purpose Brands portfolio.
Testimonial
“Control Group has become a trusted technology partner within our Purpose Brands network. Their ability to deliver consistent, high-quality installations across multiple markets has been instrumental in supporting the ongoing expansion of Anytime Fitness and maintaining the operational standards our franchisees depend on.”
Purpose Brands (Anytime Fitness EMEA Management Team)