Since Covid upended the gym membership business, Anytime Fitness has shifted its focus to member first; gym second. On Wednesday, the Woodbury-based franchise chain announced a partnership with Apple Fitness+ that CEO Chuck Runyon described as “the last piece of the puzzle” in becoming a full-service hybrid fitness program.

Starting Dec. 1, Anytime Fitness memberships will include a free Apple Fitness+ subscription, which typically costs $9.99 per month. Likewise, Apple Fitness+ who join Anytime Fitness for at least a 13-month membership will get their first month free. And prospective gym members who try Anytime Fitness will receive an Apple Fitness free trial for up to three months.

Runyon says the partnership is “more than a perk.”

“It’s going to be a foundational element of our member experience,” said Runyon, co-founder of Anytime and CEO of its parent company Self Esteem Brands. “It’s the best digital experience in fitness.”

Apple debuted Fitness+ in December 2020, when gyms including Anytime were battling pandemic restrictions and sales of at-home workout programs like Peloton were surging. As consumers headed back outside and into the gym, interest in such at-home options has leveled off, or even tanked, in the case of Peloton. According to tech industry reports, Apple won’t discuss Fitness Plus membership numbers. But last year, Apple broadened the service to work on any Apple device; not just the Apple Watch as was originally intended. And programming has expanded to include audio-only content for running and walking outside.

Meanwhile, Anytime, which stepped up its virtual programming since 2020 to include training, nutrition, and wellness content, reports “record-breaking traffic and demand in 2023.” The average member is visiting an Anytime club six times more than in 2022 and personal training services are up 79%. Anytime Fitness averages 5 million members of its 5,5000 locations in 42 countries, the company reports.

“We want to meet expectations whenever and wherever people want to work out,” Runyon said in an interview with TCB on Tuesday.

Added Anytime Fitness president Stacy Anderson, “This partnership enhances what we are able to bring to the table for members. Apple Fitness+ offers great yoga, pilates, a tone of great recovery options. It brings our content to a whole new level.”

The partnership could serve as a stepping stone for further integration of the two brands. Runyon pointed out that Anytime has shifted access to its clubs from key fob to phone.

Looking back: Chuck Runyon talked about Anytime’s pivot to virtual programming on this May 2020 episode of By All Means: