Fitness brand Anytime Fitness has partnered with NjiaPay, a payment performance partner, as part of its expansion in South Africa.
South Africa’s fitness sector is expanding rapidly, with the market expected to contribute more than $170,1-million between 2024 and 2029, driven by a growing middle class and increased health awareness.
Industry projections suggest the sector could reach $600 million in annual revenue by 2030. As competition intensifies, subscription-based businesses are increasingly turning to fintech partners like NjiaPay to improve payment success rates, revenue predictability, and customer retention.
Anytime Fitness operates on a recurring billing model, collecting monthly membership fees from customers.
In South Africa, however, recurring card payments have historically been prone to clunky processes, unexplained failures, fragmented reporting, and limited recovery mechanisms, creating frustration for customers and operational risk for merchants.
By partnering with NjiaPay, Anytime Fitness has strengthened the reliability of its recurring billing.
“Recurring billing sits at the centre of our business model, and its reliability directly impacts both member experience and operational efficiency,” says Charl Mynhardt, director of Anytime Fitness South Africa.
“Partnering with NjiaPay allows us to focus on running our gyms, while they bring the payments expertise and functionality we don’t have in-house.”
For subscription-driven businesses, payments are increasingly viewed as a revenue optimisation lever rather than a back-office function. Managing failed payments, reconciliation, and reporting across multiple payment service providers can quickly become complex as businesses expand.
NjiaPay provides Anytime Fitness South Africa with a unified layer across its payment stack, offering consolidated visibility into payment performance and the ability to respond to exceptions in near real time, reducing operational overhead and limiting revenue leakage as scale builds.
The partnership follows the opening of Anytime Fitness’s second South African location in Sea Point, Cape Town.