Anytime Fitness is a 24-hour health and fitness club franchise with more than 4,700 gyms in 35 countries. As part of the Self Esteem Brands family, they operate with a hybrid approach to localized marketing where franchise owners are encouraged to manage their local social media presence in collaboration with Corporate run social efforts. In the midst of the COVID-19 pandemic, gyms were forced to close their doors overnight, creating uncertainty amongst gym-goers across the US. Anytime Fitness needed a solution that would allow them to see what customers were saying about their brand in order to monitor online brand reputation and provide customer care. Studies show that 96% of online conversations are not directed at your brand or on your pages, so it was crucial that Anytime Fitness found a way to monitor and connect with their customers in order to build brand trust and maintain loyalty.