Anytime Fitness UK and Ireland welcomes new leadership team

Justin McDonell and Richard Peil take the reins with plans to further strengthen the brand’s position nationwide

In a major development for the UK fitness and franchising sectors, Justin McDonell and Richard Peil, the entrepreneurs behind the success of Anytime Fitness Australia, have acquired a majority shareholding in the Anytime Fitness UK and Ireland Master Franchise.

The acquisition sees McDonell and Peil joined by RM UK, LLC, an indirect subsidiary of Purpose Brands (the global owner of the Anytime Fitness brand), and existing shareholder Marcello Jimenez. Together, they are committed to a collaborative, franchise-first approach to strengthening the brand’s position across the UK, where Anytime Fitness operates more than 180 clubs.

The Master Franchise Agreement covers the United Kingdom, the Republic of Ireland, the Channel Islands and the Isle of Man, presenting significant opportunities to grow the Anytime Fitness network and deliver even greater impact in communities across these regions.

Commenting on the acquisition, Richard Peil said: “This is a proud moment for us. Anytime Fitness is a globally respected brand, and we’re excited to bring our experience and passion to the UK. With a strong network already established and a thriving fitness industry, we see enormous potential to build on the excellent foundations laid to date.”

Over the past 17 years, McDonell and Peil have built Anytime Fitness Australia into the country’s largest gym network, with more than 575 clubs and over 700,000 members. They have set a benchmark for franchisee support, operational excellence, and delivering outstanding member experiences.

Justin McDonell added: “We’ve grown a values-driven business in Australia by prioritising club standards, franchisee success, and member satisfaction. We firmly believe these principles are universal and we’re excited to apply them here in the UK to support network growth and deliver greater value to members.”

While Anytime Fitness UK will continue to operate independently, the UK team will benefit from strategic support from a newly established International Executive Team, promoting best practices across marketing, finance, and operations to drive long-term success.

The approach underpinning this investment is based on the proven strategies that fuelled the brand’s success in Australia, focusing on:

• Strengthening franchisee profitability through improved operational efficiencies
• Driving sustainable growth via strategic club development
• Delivering best-in-class franchise support built on extensive real-world experience

McDonell concluded: “We are committed to fostering long-term, sustainable growth driven by collaboration, quality, and a deep commitment to our people. This marks an exciting new chapter for Anytime Fitness in the UK and Ireland, and we look forward to working closely with our franchisees to achieve even greater success together.”