WORKOUT ANYTIME Recruits Longtime Fitness Industry Executive to Ignite Next Stage of Growth

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Atlanta-based Legacy Brand Hires COO with Plans to Increase Growth Speed; Eyes 100th Opening

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WORKOUT ANYTIME, the 24-hour, seven-day-a-week fitness concept, is proud to announce the addition of fitness industry veteran Mark de Gorter as Chief Operating Officer, part of an ongoing corporate growth strategy engineered by its founders to invest in the brands’ future. Currently, WORKOUT ANYTIME has more than 80 locations throughout the U.S., but now has strong focus on accelerating growth to establish a foothold in all U.S. markets and beyond. The brand is looking to cross the 100-unit mark by the end of 2015, and to open 400 units over the next three years.

De Gorter’s role includes enhancing strategic marketing and realigning the brand’s organizational structure for improved efficiency, as well as positioning the brand to continue expansion across the U.S. and internationally. The addition of de Gorter to WORKOUT ANYTIME's growing executive team of fitness and franchise industry veterans is yet another step in furthering the brand's mission to bring the WORKOUT ANYTIME concept to communities in every state across the country.

“Mark has a proven track record of organizational leadership and guiding business growth everywhere he’s been,” said Steve Strickland, co-founder and CEO of WORKOUT ANYTIME. “His ability to make an immediate impact on the growth of our concept is unmatched in our industry. He’s another important piece to strengthen our team as we prepare for significant expansion on the national stage and begin to set our sights outside of the U.S. We expect to move mountains in the next year.”

The addition of de Gorter’s talents aligns with the increasing momentum of the WORKOUT ANYTIME brand. After years spent perfecting the model, expanding at a steady, measured pace with a system of dedicated and growth-oriented franchisees, co-founders Strickland and John Quattrocchi know now is the perfect time to bring on de Gorter to take the brand to an even higher tier of success.

“I’m excited to join the team at WORKOUT ANYTIME,” said de Gorter. “WORKOUT ANYTIME is a concept that is perfectly in step with where the industry is headed today, and with nearly 100 locations and strong unit-level economics, we’re now ready to take the story worldwide. I’m looking forward to building on the great foundation that has already been established and drive its future growth.”

De Gorter has a track record of taking brands with a winning formula, solid bottom line sales and expansion momentum and guiding them to greater success and growth. Over three decades, he has successfully led teams across a broad cross-section of the fitness industry, gaining expertise in a wide range of specializations. He has held numerous senior executive-level management and marketing positions throughout his career, including the role as President of Power Plate North America, the industry leader in health and wellness products featuring Whole Body Vibration technology. In addition to Power Plate, his corporate background includes stints as COO of Velocity Sports Performance, a franchisor of sports performance facilities across the U.S., MET-Rx Engineered Nutrition, Bally Total Fitness, NTN/Buzztime and J.Walter Thompson Worldwide. During that time, he has held senior roles in business unit leadership and marketing.

De Gorter also has experience building a brand outside of the U.S., leading Power Plate to international success in Latin America as President of the Americas, and worldwide as the Global Chief Marketing Officer. WORKOUT ANYTIME is excited to utilize that knowledge to grow the brand across the globe.

“With WORKOUT ANYTIME, we have created a model that translates across all cultures in a variety of countries,” said Quattrocchi, co-founder and President of WORKOUT ANYTIME. “Mark brings with him the international expertise to help expand the brand not only throughout the U.S., but across international borders as well.”

The 24-hour fitness model is one of the hottest trends in the industry and one of the biggest growth segments in franchising. Initially, the brand is planning expansion in top markets including Indiana, Alabama, Florida, Cincinnati, Chicago, the Northeast and the West Coast, as well as international expansion in Canada. Now, with the right foundation, the right team in place and strong U.S. territory availability, WORKOUT ANYTIME is primed for huge national growth and ready to make an even more impactful mark on the fitness sector.

The WORKOUT ANYTIME cost structure is among one of the lowest in the industry, making it highly profitable. The total investment necessary to begin operation of a WORKOUT ANYTIME varies based on size, location, equipment and leasehold improvements. However, potential investors need $125,000 in liquid assets and a net worth of $400,000 for a single unit, and $375,000 in liquid assets and a net worth of $1 million for a multi-unit package of three.

“The landscape of the fitness industry is changing and the consumer is certainly more discriminating about what they want and don't want from their club, especially when it comes to the trade-off between what they're willing to pay for specific features and benefits,” said de Gorter. “Steve and John know how to build a top-tier club with incredible value, which benefits both the consumer and potential investors in the brand. For a potential franchisee, it’s the perfect combination and if you simply follow the recipe book as a franchisee, you’re going to do well.”

More information on the WORKOUT ANYTIME brand can be found on the website and for more information on the WORKOUT ANYTIME franchise opportunity, please visit:

Atlanta-based WORKOUT ANYTIME is a 24-hour, seven-day-a-week fitness concept with more than 80 units across the U.S. Founded by fitness veterans John Quattrocchi and Steve Strickland, the company was formed to provide members with first-class fitness facilities at the lowest cost possible, while delivering a profitable and affordable business model to franchisees. Built on the founders’ motto of, “think big, keep it simple and do it with integrity,” WORKOUT ANYTIME is preparing for significant expansion into new territories by providing opportunities to business-minded entrepreneurs. Franchise opportunities are available and more information can be found at

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Lauren Boukas
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