The Health Manager

What a 24-hour fitness lifestyle looks like

Tony Wells, Chief Marketing Officer, 24 Hour Fitness

As a fitness enthusiast, Tony Wells knows what it takes to maintain an optimum workout routine. As a fitness executive, he’s developed a formula to help drive business. Having joined 24 Hour Fitness just over four years ago as vice president of brand marketing, he has since been promoted to executive vice president and chief marketing officer. Wells, who was groomed in public relations as a Marine, has worked as a marketer for companies that include Nissan, General Motors, and Visa—experiences that helped him arrive at a basic philosophy: “Know my job; know my people; know myself. When you put those things together, you always have an opportunity to succeed.” And 24 Hour Fitness has enjoyed significant successes with Wells and the company’s executive team such as certification for 400 clubs; member-satisfaction surveys through J.D. Power and Associates; sponsorship of The Biggest Loser and the U.S. Olympic Committee; and raising its Better Business Bureau rating from F to A+. Here he demonstrates how he works it all out, in and out of the gym:

Workout schedule:
Three times a week, mainly through cardio and resistance training—30 minutes of heart activity and weightlifting to develop a strong core and build muscles. “I have a great trainer who helps with accountability and motivation.” Because of injuries to his knee and rotator cuff, his trainer has guided him in strengthening and stabilizing muscle groups in those areas. “I’m also fortunate that most of my travels take me to one of our fitness clubs.”

Favorite training equipment:
TRX Suspension Training uses your body weight to engage muscles. “It was developed by the SEALs and is very helpful in working out without putting stress on your knees.” The adaptive motion trainer, or AMT, offers a combination of treadmill and elliptical.

Favorite footwear:
Nike Free, [1] a model he has worn for the last four years. “It’s a very lightweight training shoe that’s also easy to travel with.”

Favorite athletic wear:
The brand Jordan for shorts and Lululemon ( for shirts. “[Jordan is] a really well-designed product that lasts.”  For him, both brands are comfortable and durable.

Favorite destination for personal travel:
“I’m a big fan of New York City—the energy, the culture, the shows, nightlife, the restaurants. I love live entertainment, culture, and sports.” It’s also why he loves Paris, [3] a city that offers a broad range of cultural activities and showcases.

Favorite city for business:
Los Angeles. [2] “Southern California is one of the largest markets with more than 80 clubs.”

Favorite leisure activity:
“I’m a huge movie buff. I’ve actually gone on a Saturday and seen three movies back to back. I am also a big fan of live entertainment. Also, anytime I can admire people who have artistic talent, I love to do it.”

Favorite technology for business:
“The iPad. It’s an amazing product. FaceTime allows me to talk to my kids, who have iPhones. I can do live videoconferencing with them.”

  • Raymond Yaisrael

    Great job representing getting us from F to A with BBB. Reading this story really is an inspiration to set high expectations for myself and my team

  • Clyde Mealy

    Great job Tony! Keep the momentum and continue to have fun while you do it!

  • Frederick Falk

    I like your philosophy. Great job on growing the company, and helping others . kEEP UP THE HARD WORK.

  • Nichole Smith

    I am almost certain that not only do the members appreciate what you do, but the staff below you is extremely grateful as well. Just this little article alone actually gave me more motivation and more ideas on how to make my workouts more competative to my goals. It is nice to have a job where the upper mamagement actually cares and does the necessary work to keep the business alive… Thank you for all that you do and keep on doing it!

  • Folk magazine

    Hello ,
    My name is Helen Tayo ,I am the publisher of Folk magazine in Oslo Norway.
    I would like to have your permission to publish this article in my magazine if that is OK with you.

    Folk magazine is a magazine quarterly magazine for people with minority background living and working in Norway.
    we feature Lifestyle,Fashion ,Fitness,beauty,Education etc
    We write in the Nordic language which is Norsk.
    We where told of your website my an American subscribe who now lives in Norway.
    Thank you and looking forward to your reply on our mail.
    Helen Tayo

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