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“Myzone’s not just a flashy screen. It’s motivation technology, community and a social platform working together to keep people engaged long term.”
Donald DesPierre III
Fitness Manager and Myzone Performance Leader
Measure what matters
The starting point was embedding Myzone directly into the way the franchise measures success, by making MEPs (Myzone Effort Point) a core business KPI. This put Myzone at the heart of everyday operations, galvanising staff and members around a shared goal of consistent movement that members can see, celebrate and build together.
“We set a company-wide ‘wildly important goal’ to achieve 10 million MEPs across our clubs in one year. This shows our teams and members exactly what matters; showing up and putting in effort,” says Donald.
A monthly MEPs target keeps momentum high, while a rolling leaderboard tracks performance across locations. It’s working. The network recorded more than 723,000 MEPs from over 400 active users in one recent 30-day period and is on track to exceed its annual goal, potentially reaching 15 million MEPs.
“The challenge is designed as a shared journey across all clubs, not purely as competition. Members still get the leaderboard if they like it, but the main narrative is that we’re doing this together,” says Donald.
Creating reasons to return
Challenges are a central pillar of the group’s engagement strategy, and the operator credits them as the most powerful lever for motivation and consistency.
Some are long-term, like the ‘Road to 10 Million’ challenge. Others are spontaneous like ‘Snow Day Challenge‘ which was set up in 24 hours when a storm hit. Members were encouraged to earn MEPs by shovelling snow or working out at home.
With two ways to win - highest MEPs that day and a raffle entry for members who upload a photo with their workout - the challenge saw one member earn 1,200 MEPs, while 30 members posted photos across locations. This is the kind of fun activation that keeps Myzone alive in the clubs, while the collective participation strengthens community across locations.
More importantly, the challenges have encouraged dormant users to return.
“We’ve seen clubs with lots of belt owners reactivate 10, 20 even 30 members just by launching shared challenges.”
Driving coaching and long-term value
One of the most striking outcomes of the franchise’s Myzone strategy is its impact on coaching participation.
Industry-wide, personal training penetration typically sits around five per cent. Across this Anytime Fitness franchise, the average is 15 per cent, while 30 per cent of members engage in coaching at its flagship club.
To reduce friction, Myzone is integrated directly into training packages and higher-tier memberships, positioning it as part of the accountability system rather than an optional add-on.
“There is clear correlation between high Myzone engagement and strong coaching participation. It also creates stronger retention because members feel part of a community and have that extra layer of accountability that keeps them coming back.”
Positive reinforcement underpins these results. Staff like members workouts in the app, making members feel seen and supported, while Don regularly engages with workouts to keep the platform social, motivating, and connected. At its core, Myzone supports behaviour change through a simple loop: effort is measured in real time, feedback is immediate, encouragement is social and consistency becomes habit.
