Fez — Anytime Fitness is expanding its footprint in Morocco through a Fez location developed by siblings Mohamed Badr Mejjati Alami and Ilham Mejjati Alami.
Located on Route d’Imouzzer near Atlas, the club forms part of the international fitness franchise’s broader push into the Moroccan market.
In an interview with Morocco World News conducted earlier this year, the founders said they had officially opened the Fez location on March 2 after choosing the franchise following research into the local fitness market.
The Fez branch joins the brand’s growing Morocco network and operates 24 hours a day, seven days a week, allowing members to train early in the morning, late at night, or overnight without being limited by fixed opening hours.
Investor Mohamed Badr Mejjati Alami told MWN that he and his sister chose the brand after studying the market and looking for a serious franchise to introduce to Fez.
“We researched it and found it to be the number one gym in the fitness world,” Mejjati Alami said. “The franchise can be found in 50 countries in the world. Those who sign up with us here in the city of Fez have access to the same gym all over the world.”
That international access forms part of Anytime Fitness’ global reciprocity system, which allows members to use participating clubs abroad while travelling for work, holidays, or studies.
He said the opening marks a first for the city, which he described as lacking an established international fitness franchise until now.
A Fez investment with national ambitions
His sister, Ilham Mejjati Alami, framed the project as a deliberate investment in Fez rather than a simple business opening.
Mejjati Alami told MWN, “My brother and I are partners. We decided to invest in a project that will add value to the city of Fez. We stopped at the Anytime Fitness stand, and found a very experienced team to help us. They guided us so that we could succeed in our project.”
She said the two first discovered the brand during the Franchise Exhibition at OFEC Casablanca on February 15, 2025, where they reviewed several concepts before choosing Anytime Fitness, which she described as an American and international franchise focused on sports and fitness.
For the siblings, the project was also intended to contribute to the city’s quality of life by bringing what they considered a premium international fitness concept to Fez.
Their account aligns with the company’s public positioning in Morocco, where Anytime Fitness markets itself as a neighborhood gym brand open 24 hours a day. Its Morocco website also shows existing or planned locations in cities including Fez, Casablanca, and Sale.
Technogym equipment, cardio, weights, and a dedicated training space for women
The founders said the new Fez club was designed to compete on equipment quality and convenience, with facilities intended to meet international standards.
They described it as featuring the latest generation of Technogym equipment, with cardio machines, strength-training and free-weight areas, alongside functional and cross-training spaces.
The club also includes a dedicated Women’s Area, giving female members a private training space equipped with fitness equipment.
Beyond the workout floor, the owners said the gym includes two large changing rooms and several showers, part of an effort to offer a full-service experience for members training at different times of day.
The club also offers professional coaching, adding guidance for members alongside its equipment and 24-hour access.
Badr stressed the accessibility of the concept, saying residents of Fez are welcome whether they are experienced athletes or simply looking to start training in a more structured environment.
“Investing in health is one of the best decisions anyone can make,” he said, describing the Fez club as an entry point into a wider international fitness community.
