Even for the most athletically inclined, going to the gym can feel like a chore. But you can tell the devotees of Anytime Fitness, the 24-hour fitness franchise that has the top spot on this year's Franchise 500, from their tattoos of the Anytime Fitness logo.

Seriously. No joke. The company reimburses anyone who gets a tattoo and shares their "Anytime Story" with them, of overcoming an obstacle or achieving a goal. 

Related: Why Word-of-Mouth Advertising Will Make Your Fitness Business Strong

Beyond their smart marketing, CEO Chuck Runyon says Anytime Fitness stands by four main priorities that drive its business and employees: family, health, wealth and safety. Runyon oversees more than 2,400 franchise locations around the world, with a projected 1,500 more coming over the next five years.

For more on Anytime Fitness, Entrepreneur Magazine’s Franchise of 2014, check out the video above.

Related: 5 Ways Tech Is Forever Changing Fitness Franchises