Anytime Fitness Entrepreneur Celebrates 5 Year Anniversary

    East Orlando resident and Timber Creek High School graduate Joe Luther, who runs three East Orlando Anytime Fitness gyms, says client satisfaction is still his top priority.


    By Jacob Engels


    For the past five years, Joe Luther has been quietly building a fitness empire in East Orlando – carrying the banner for the international Anytime Fitness franchise of 24-hour gym facilities.


    On April 11th, Luther will celebrate the 5-year anniversary since opening his first Anytime Fitness on Alafaya Trail near the Stoneybrook Golf community. His Town Park location on E. Colonial will be celebrating it’s one year anniversary.


    “It’s hard to believe it has been nearly five years since I embarked on this adventure. Seeing clients excel at their own pace in a comfortable gym setting is very rewarding.”


    Luther, who makes a point of hiring TCHS graduates and UCF students, told us that he likes to keep the gyms staffed with local faces.


    “When people step into one of our gyms, we want them to feel like they never left their neighborhood.”


    Backed by a new program developed for franchisees from the Anytime Fitness Corporate office, Luther and his employees are to receive and respond to member feedback – through a program called the PLEASE Score.


    “We are here for the members goals and experience, not the membership,” opined Brandon Thompson – one of Luther’s lieutenants and managers.


    Camille Bristow, a lead personal trainer for Luther’s Anytime Fitness locations, said the information they have been able to gather through the PLEASE program has greatly improved her sessions.


    “Clients can leave share their thoughts on how we are doing, without feeling the pressure of doing so face-to-face. I love it.”


    Anytime Fitness member Michael Martinez said the employees at Anytime Fitness treat you like family.


    “The equipment is great, the location is always clean and the members respect one another.”


    Anytime Fitness ranks their clubs on several metrics including their PLEASE Score and Luther’s location/s have been included in the top 20 percent, resulting in being recognized as a “Club Purple” club.


    “Our members are always helping us improve. Through the PLEASE score program we were able to field some concerns over cleanliness at one of our gyms. Our client rated us 9/10, but suggested that a certain area received more attention during cleaning. We were able to pass that along to the staff and custodial team, and the problem was fixed.”


    Mr. Luther encourages members to submit feedback, saying that member review of the gym and employees helps him hold everyone accountable – himself included.


    “As we celebrate our fifth year of being in the area, we are making the PLEASE score program a center-point. I think it will significantly improve our facilities, and help our members enjoy their experience at Anytime even more.


    The 1-year anniversary event for Luther’s Town Park location at 12231 E. Colonial on April 11th from 11am-3pm and will feature free food & drink, special membership discounts and several high-energy fitness activities.


    Find out more about Anytime Fitness and the anniversary event by clicking here.


    Jacob Engels, is the Founder of East Orlando Post & Seminole County Post. He is a seasoned political operative who has led numerous statewide political groups and has worked on several high-profile local, statewide, and national races. Jacob has been interviewed on national television & radio programs, with his work having been featured in the Orlando Sentinel, New York Times, Washington Post, Miami Herald and other publications nationwide. He can be reached at