Ink is Forever

Do you love a brand enough to get their logo tattooed on your body? We’re talking real ink here, not henna.


Ink is Forever

Members of Anytime Fitness, a US brand enjoying massive success with 1,6 million clients and 2 300 locations in ten countries (and another 1 500 in the pipeline), are lining up to get their tattoos in support of the 24-hour gym. And the reward? Anytime Fitness will reimburse the cost of the tatt.

The clever marketing spin

The cost of the tatt isn’t very much in the grand scheme of things, so where’s the trick?

Members need to submit proof of their tattoo along with their story of personal accomplishment through the gym — like weight loss, better health, recovering from injury or illness, or starting their own business. And this is where the gym really comes in.

CEO Chuck Runyon explains the brand’s top priorities: “Our focus is family, health, wealth and safety, with staff training and retention key priorities as they help clients stick to their routines and goals. Without that, we’re just four walls and equipment.”

So there you have it. Help a customer achieve in life and they’ll love you so much they’ll get inked for you.

Tracy Lee Nicol
About the Author
Tracy-Lee Nicol is the managing editor of Franchise Zone Magazine and deputy editor of Entrepreneur Magazine. She studied her Masters degree in Art History and Visual Culture at Rhodes University and spent the next two years working and travelling in Asia. Her love of people, business and teaching is reflected in telling the stories of entrepreneurs, franchisees and franchisors, inspiring others to take the leap to being their own boss and bringing about positive change in South Africa.

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