Self-Esteem Brands stands as a leader in the global health and wellness industry. With a mission to improve lives, the company creates experiences that empower people physically, mentally, and emotionally. It operates a growing portfolio of fitness, wellness, and lifestyle brands that promote confidence and healthy living. The company believes in transformation through community, innovation, and consistency.
Founded in 2002 and headquartered in Woodbury, Minnesota, Self-Esteem Brands started with a single gym concept. Over the years, it expanded into an international network of businesses that now reach millions. By focusing on wellness from the inside out, the company builds loyal customer communities and strong franchise partnerships.
Origins and Philosophy
Chuck Runyon and Dave Mortensen co-founded the company after identifying a need in the fitness industry. They wanted to offer a more accessible, results-driven gym experience. They launched Anytime Fitness, a gym that remained open 24/7 and served members in small towns and major cities alike. This model attracted people who valued flexibility, safety, and privacy.
They believed that self-confidence starts with self-care. Their approach focused on giving people tools to build strength, both physically and mentally. The founders shaped a business model that aligned purpose with profitability. They encouraged franchise owners to focus on connection, community, and culture.
Anytime Fitness: A Global Movement
Anytime Fitness serves as the flagship brand. The gym operates in more than 5,000 locations across six continents. Its 24-hour model gives members access at their convenience. This concept redefined fitness accessibility and launched a global movement focused on personal improvement.
Each club provides training programs, coaching, and wellness support. Members use a key fob to enter any location worldwide. Digital tools help track workouts and progress. Staff create personalized plans and encourage long-term commitment to fitness.
Anytime Fitness grows through franchising. The company partners with entrepreneurs who want to promote wellness in their communities. Franchisees follow a proven model while adapting to local needs. The network builds relationships that extend beyond gym walls.
Expanding the Brand Family
Self-Esteem Brands expanded beyond fitness by adding complementary companies to its portfolio. These acquisitions and brand launches support a holistic view of health.
Basecamp Fitness offers high-intensity interval training (HIIT) in a fast-paced group format. Classes deliver full-body workouts in 35 minutes. The program appeals to people with busy lives who want results quickly.
The Bar Method focuses on low-impact, ballet-inspired workouts. It emphasizes strength, flexibility, and posture. Studios offer a supportive atmosphere, especially for women seeking functional fitness and body awareness.
Waxing the City provides personal care services, including facial and body waxing. With locations nationwide, this brand promotes confidence through grooming and self-expression. Licensed professionals deliver quality service in modern studios.
Each brand shares a common mission: to help people feel better, look better, and live better. The company supports these efforts through branding, training, marketing, and technology. By uniting different types of wellness under one umbrella, Self-Esteem Brands meets a wide range of consumer needs.
Culture and Leadership
Culture drives the company’s success. The leadership team encourages authenticity, accountability, and transparency. Employees, franchisees, and partners operate under a shared vision: to help others thrive. Leaders promote creativity and autonomy while providing clear goals and direction.
The company invests in employee development and well-being. It offers flexible work environments, recognition programs, and opportunities for advancement. Teams collaborate across departments and brands, contributing to a strong internal network.
Franchise support remains a top priority. The company provides training, marketing assets, and operational systems. Franchise owners receive tools to grow their business and deliver consistent experiences. Support teams help resolve issues, launch campaigns, and introduce new services.
Digital Innovation and Member Engagement
Technology plays a major role in Self-Esteem Brands’ strategy. Anytime Fitness developed a proprietary coaching app to deliver training plans and track member progress. Other brands use digital platforms to manage bookings, offer remote classes, and collect feedback.
Members engage with their wellness goals through mobile tools, wearables, and social content. Data helps coaches personalize fitness plans and track improvement. Brands use digital messaging to motivate members and foster connection.
Franchisees benefit from centralized platforms for marketing, finance, and member services. These tools simplify operations and improve communication across all locations.
Social Impact and Responsibility
Self-Esteem Brands believes in giving back. The company supports charitable causes, community service, and local partnerships. Employees and franchisees volunteer their time, raise funds, and organize events that uplift others.
The company partners with organizations that fight hunger, support mental health, and promote inclusion. Anytime Fitness launched the “Stronger for Life” campaign to highlight stories of transformation and resilience. Other brands support causes that align with their values, from body positivity to youth empowerment.
The company promotes sustainability in operations and design. Gym equipment uses energy-efficient features. Studios and salons reduce waste through recycling and eco-conscious product choices.
Global Reach, Local Impact
With thousands of locations in countries across North America, Europe, Asia, and Australia, Self-Esteem Brands operates on a global scale. Each brand adapts its approach to local cultures, values, and needs. Franchisees bring energy and local knowledge to the business, creating community-focused environments.
International expansion continues through strategic partnerships and master franchise agreements. The company enters new markets with training, research, and cultural awareness. This global mindset fuels brand growth and spreads the message of confidence worldwide.
Future Outlook
Self-Esteem Brands remains focused on growth, innovation, and impact. Leadership explores new markets, brand opportunities, and technologies. The team studies trends in fitness, beauty, and wellness to anticipate evolving customer preferences.
The company plans to open more locations, develop new services, and enhance digital platforms. It continues to build partnerships with health experts, corporate wellness programs, and fitness innovators. These initiatives position the brand family for long-term success.
By staying aligned with its mission and values, the company maintains its leadership role in wellness franchising. It empowers people to lead healthier lives, one goal at a time.
Conclusion
Self-Esteem Brands proves that confidence and wellness go hand in hand. Through fitness, beauty, and community, the company transforms lives. It builds businesses that inspire growth, strengthen communities, and promote self-worth.
With a focus on people, purpose, and performance, Self-Esteem Brands continues to lead the industry. The company doesn’t just sell services—it builds lasting impact. By helping individuals feel better and do better, it continues building confidence, one brand at a time.
