The official charitable giving program of Anytime Fitness.

HeartFirst Charitable Foundation® is the official charitable giving program of Anytime Fitness and Self Esteem Brands. Its mission is to advance, support, promote, and administer charitable activities, causes and projects of every kind and nature on the foundation’s behalf or in partnership with other 501(c)(3) organizations.

First established in 2007 and maintained through contributions from Anytime Fitness franchise owners, HeartFirst™ has aimed to support the health, wellbeing, and self esteem of others. Past causes included Operation HeartFirst, a partnership with Tee It Up for the Troops to provide grants that enabled veterans to become small business owners by opening their own Anytime Fitness clubs.

HeartFirst is adapting to keep pace with a wider set of causes and charitable partners. The company also sees a clear opportunity to make fitness and wellness a greater priority in communities around the world. To date, charitable causes and partners include:

  • Tee It Up for the Troops – a  grant which Tee It Up will disperse through partnerships with veterans support organizations to help active duty service members, veterans and their families from all branches and conflicts heal, transition, grow and thrive
  • Special Olympics – funding for initiatives that promote social inclusion through shared sports training and competition experiences
  • Unified Sports – a nonprofit that joins people with and without intellectual disabilities on the same team, training together and playing together as a quick path to friendship 
    and understanding

The HeartFirst Charitable Foundation® is, in part, made possible by the generosity of our franchise network. Participating clubs contribute $100 per month to HeartFirst Charitable Foundation® and receive access to marketing materials promoting their involvement in the program in their club and in their communities. It’s the perfect way to pair good deeds with good business.