Planet Fitness (NYSE:PLNT) operates a franchised chain of fitness centers primarily targeting casual gym users and first‐time exercisers. Founded in 1992 in Dover, New Hampshire, the company has built its business around a “Judgment Free Zone” philosophy, emphasizing an environment where members of all fitness levels can feel comfortable. The brand’s value proposition includes affordable membership fees and a wide range of cardio and strength‐training equipment, positioning Planet Fitness as a budget‐friendly alternative to traditional health clubs.
The company’s core product is its fitness club membership, which typically offers unlimited access to cardio machines, free weights, circuit training machines and fitness training zones. Planet Fitness also provides services such as small group training sessions and the availability of personal training packages for those seeking more individualized guidance. Many locations host 30-minute express circuits, allowing members to complete an efficient total-body workout experience. Amenities like massage chairs, tanning, and hydro-massage beds are available at higher-tier membership levels.
Since its inception, Planet Fitness has pursued an aggressive expansion strategy, primarily through franchising. As of 2023, the company operates and franchises more than 2,400 clubs across all 50 U.S. states and in Canada, Panama, Mexico and Australia. This broad geographic footprint underscores its commitment to accessibility and uniformity of experience across diverse markets. The company strategically places clubs in high-traffic retail locations, including strip malls and power centers, ensuring visibility and convenience for daily visits.
Planet Fitness is led by a seasoned executive team experienced in consumer retail and franchise operations. Under the leadership of Chief Executive Officer Chris Rondeau, the company has focused on digital initiatives to enhance member engagement, including a mobile app for virtual workouts and membership management. The board and management team continue to explore growth opportunities, both domestically and internationally, while maintaining the brand’s low-cost structure and inclusive culture. This approach has helped Planet Fitness sustain membership growth and brand recognition in the competitive fitness industry.
