Agency to spearhead digital-first campaigns, influencer-led storytelling, and culture-driven fitness narratives for the global gym franchise’s India operations.
NEW DELHI | July 24, 2025 – SW Network, an independent integrated agency known for crafting culturally resonant brand stories, has bagged the creative and digital mandate for Anytime Fitness India, one of the country’s leading fitness chains and part of the world’s largest gym franchise.
With this partnership, SW Network will define the brand’s creative strategy, digital communication, and content ecosystem to launch community-driven campaigns that amplify brand affinity and engagement. The agency aims to reimagine how fitness is experienced in India, bringing a fresh, inclusive, and contemporary voice to Anytime Fitness.
Redefining the Fitness Narrative
Backed by 5,500 clubs across 45+ countries, Anytime Fitness has built a global reputation for accessible, personal, and empowering fitness solutions available 24/7. In India, the brand is expanding rapidly, serving an audience increasingly prioritizing wellness, flexibility, and community.
The partnership is already in motion with high-energy brand films, influencer-led formats, and social-first storytelling that celebrates consistency over perfection, showcasing the realities of everyday fitness.
> “We believe fitness is personal, and the way we tell our story should be too,” said Vikas Jain, Managing Director, Anytime Fitness India.“In SW Network, we found a creative partner that understands today’s consumer and the nuances of the fitness journey. Their strategic clarity and cultural fluency make them the right fit as we strengthen our positioning in India.”
Adding to this, Raghav Bagai, Co-Founder, SW Network, said:
> “Fitness is no longer just a trend—it’s a lifestyle. With Anytime Fitness, we see an opportunity to build an always-on brand that speaks to real people with real goals. Much like brand building, fitness is about consistency. From moment-based marketing to focused campaigns, we’ll keep the narrative strong, steady, and unmistakably Anytime.”
A Growing Portfolio of Lifestyle & Wellness Brands
This mandate reinforces SW Network’s reputation for delivering insight-led, culture-forward creative campaigns in a rapidly evolving lifestyle and wellness sector. The agency continues to expand its portfolio of global lifestyle brands, shaping digitally-led brand experiences that resonate deeply with modern audiences.
About Anytime Fitness
Anytime Fitness, part of Self Esteem Brands, operates over 5,500 clubs in 45+ countries, offering a unique 24/7 fitness experience with personalized support. In India, Anytime Fitness has become a trusted fitness partner, making wellness accessible and empowering for all.
About SW Network
SW Network is an independent integrated agency known for strategic brand storytelling, cultural insight, and digital-first campaigns that connect brands to communities.
