The Covid-19 pandemic significantly impacted the fitness industry. In 2020, only 11.2% of users frequented private gyms, a sharp drop compared to the 25.6% and 23.9% in 2018 and 2019 respectively, according to data from MOPRADEF. However, despite concerns about the Omicron variant, another massive closure of gyms is not anticipated. Mexican entrepreneurs in the fitness sector are optimistic: over 45% expect to return to operational normality in the first quarter of 2022. David Rascón, general director of Anytime Fitness Mexico, emphasizes: "We are intensifying sanitary measures, and although we do not foresee significant changes due to the new variant, we are attentive to official guidelines." Anytime Fitness not only anticipates a full recovery in 2022 but also aims to surpass its pre-pandemic customer base. In its immediate plans, 12 new branches are expected to open in the first quarter of 2022, representing an investment of about 100 million pesos. "Despite the challenges, opening 12 gyms is a positive sign, representing 75% of our goal," Rascón notes. These openings will include cities like Mazatlán, Tapachula, and Puebla, also expanding their presence in CDMX. With an additional 16 openings planned for the rest of 2022, Anytime Fitness aims to have 100 units in Mexico by 2023. 

Rascón sees a bright future for the sector, believing more people will value exercise as a preventive health measure. In fact, MOPRADEF studies reveal that 70% of exercising Mexicans do so primarily for health. Looking forward, Anytime Fitness aims to reach the 70% of Mexicans who do not regularly exercise. This strategy targets surpassing the 3.2% market penetration in Mexico, according to IHRSA data.