BOCA RATON, Fla. and WOODBURY, Minn., Jan 9 – Anytime Fitness (AF), a Purpose Brands company, announced its inaugural Transformation Challenge. The six-week program runs February 2 through March 16; registration opened December 26 and is available at participating Anytime Fitness gyms.
A recent survey conducted by Purpose Brands, in conjunction with the Health and Fitness Association, found that AF members are more interested in improving overall health (37%) than changing appearance-based attributes like losing fat (27%) or increasing muscle mass (22%). While AF offers year-round training, nutrition and recovery services for members, the Transformation Challenge serves as the global brand’s kickoff to sustainable health in 2026.
The Transformation Challenge helps participants target specific fitness goals and track progress through Evolt® Body Composition Scan measurements taken before and after the six-week period. Following their baseline scan, participants receive a tailored plan. Specialized coaching content delivered via the AF app and to their inboxes offers personalized macros and weekly training, nutrition and recovery guidance. By following the coaching program and maintaining consistent workouts during the six weeks, AF is confident participants will realize meaningful health benefits and results.
Additionally, Challenge participants who follow @AnytimeFitness on Instagram and tag the Transformation Challenge using #AnytimeFitness and #Sweepstakes are entered to win hundreds of prizes, including one seven-day trip to anywhere in the world where there’s an Anytime Fitness (over 40 countries and all seven continents), yearlong memberships to AF and more. Every participant in the Transformation Challenge receives a free Challenge t-shirt. Sweepstakes details can be found at Transformation2026.com.
“The Transformation Challenge is fundamentally different from typical New Year’s resolutions and quick-fix fitness programs,” said Stacy Anderson, global brand president, Anytime Fitness. “We know our members want to take real control of their health and become the strongest version of themselves. We also know the statistics well: by February, most resolution-driven goals have already fallen by the wayside.”
“The Transformation Challenge changes that equation by arming members with their own fitness data in a way most other gyms simply don’t,” Anderson continued. “Through Evolt body scans, we provide detailed body composition insights and personalized macro targets based on each member’s unique goals and progress. This data becomes the foundation for structured support, expert coaching, and accountability that keeps AF members on track starting in February, with lasting health results that carry them through the entire year.”
Former Bachelor star Peter Weber is partnering with AF and participating in the Transformation Challenge. “The AF Transformation Challenge isn’t an internet fad – it’s a real plan, backed by a supportive community and measurable results,” said Weber. “As a pilot, I work out regularly on the road and love that I can find an AF to support my goals nearly everywhere I go, during the Transformation Challenge and beyond. AF is making it easy for everyone to achieve their fitness goals in a fun and sustainable way.”
Through January 31, new members can join AF at participating locations for only one dollar and receive entry into the Transformation Challenge for free, a $35 value. Existing members can refer a friend to join a participating AF location, and both receive Transformation Challenge registration for free, or existing members can pay the $35 entrance fee.
AF gyms in Canada, Dubai, Italy, New Zealand, Spain and the United Kingdom are also participating in the Transformation Challenge. The brand has 5,789 global franchised locations across 40 countries, 7 continents and 14 languages; it is the world’s largest health and wellness franchise serving over 5 million members. On average, over one million AF workouts are completed each day around the world between the AF app and in-gym workouts.
Other fitness brands in the Purpose Brands’ portfolio, including Orangetheory Fitness, Basecamp Fitness and The Bar Method, are holding their own Transformation Challenges this February. For additional details on the AF Transformation Challenge, visit AnytimeFitness.com, Transformation2026.com or a participating Anytime Fitness location.