Planet Fitness

Name

Planet Fitness

Legal name

Planet Fitness Franchising, LLC

Website

https://planetfitness.com

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Fitness center operations
• Low-cost gym memberships
• Fitness franchise services
• Digital workout platform
• Health club membership

Headquarters

HQ city

Newington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Subscriptions: Planet Fitness generates primary revenue from monthly membership subscriptions. The company operates under a franchise model where approximately 90% of locations are franchisee-operated. Revenue includes membership fees from both corporate-owned and franchise locations, with franchisees paying royalties to Planet Fitness.
2. Black Card Premium Membership: Premium tier membership (PF Black Card) offering access to all clubs, spa amenities, and exclusive perks, priced at $24.99/month, representing a higher-revenue tier with premium margin contribution.
3. Franchise Royalties: Revenue from franchisees through royalty fees, based on a percentage of franchise location revenues, supporting the asset-light franchise business model.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Planet Fitness operates a high-value, low-price fitness franchise offering two recurring monthly membership tiers: the Classic Membership (starting at $15/month) for home club access and the PF Black Card Membership (starting at $24.99/month) for nationwide club access plus spa amenities and digital perks. Members receive access to cardio and strength equipment, free in-club fitness training, and the PF mobile app. Approximately 90% of the 2,909 global clubs are franchisee-operated, with Planet Fitness earning franchise royalties and corporate-club membership revenue.

Product overview

Planet Fitness operates a high-value, low-price (HVLP) fitness franchising model with two primary membership tiers: the PF Black Card® (premium, starting at $24.99/month) and Classic (standard, starting at $15/month). The PF Black Card® provides access to any of the 2,700+ global locations plus exclusive spa amenities, guest privileges, and PF+ premium digital workouts. The Classic membership offers unlimited access to the home club. The company complements its gym services with the PF App (mobile application with digital workouts, activity tracking, Apple Health integration, and club management), while PF+ provides exclusive workout content for Black Card members. The PF Black Card Spa® offers massage, HydroMassage, tanning, and recovery amenities as a premium amenity. The High School Summer Pass® program provides free teen access as a community initiative, and PF Perks delivers exclusive brand discounts to members. The franchise model supports locations across the United States, Canada, Panama, Mexico, Australia, and Spain.

Differentiator

Problem solved

Functional benefit

Brands

• Judgement Free Zone: The company's core brand philosophy and tagline representing its non-intimidating, welcoming gym environment
• PF Black Card
• Classic Card
• High School Summer Pass
• PF App
• PF+
• Judgement Free Generation
• PF Perks

Products and services

• PF Black Card Membership Premium monthly membership (starting at $24.99/month) providing unlimited access to all Planet Fitness locations worldwide, with exclusive Black Card Spa amenities (HydroMassage, massage chairs, tanning, Total Body Enhancement, Wellness Pod, Recovery Lounge), ability to bring a guest anytime, PF+ exclusive digital workouts, free in-club fitness training, premium partner discounts, and 50% off select drinks. Subject to a $49 annual fee.
• Classic Membership Standard monthly membership (starting at $15/month) providing unlimited access to the member's designated home club location, with free fitness training from certified trainers, free WiFi, and PF App access. Subject to a $49 annual fee and may include 12-month commitment terms.
• PF Mobile App Mobile application providing digital club pass with seamless check-in, Crowd Meter for peak-time club traffic, hundreds of on-demand workouts, equipment tutorials via QR-code Scan & Learn feature, activity tracking with Apple Health integration, member perks access, and account management for all Planet Fitness members.
• PF+ Premium Digital Workouts Premium subscription offering exclusive digital workout content, progressive training series, and full access to a library of hundreds of workouts within the PF mobile app, available exclusively to PF Black Card members.
• PF Black Card Spa Exclusive wellness amenity package available to PF Black Card members featuring massage chairs, HydroMassage beds, tanning beds, Total Body Enhancement red light therapy, Wellness Pod, Recovery Lounge, and 50% off select drinks at participating locations.
• High School Summer Pass Annual free gym access program providing teenagers ages 14-19 with access to gym equipment, free fitness training, and digital workouts from June 1 through August 31, including exclusive Gymshark discounts. Over $460 million has been invested in waived teen membership dues since 2019.
• PF Store Online merchandise store offering fitness apparel, bags, accessories, and gym gear for members at affordable prices. Black Card members receive 25% off and Classic members receive 10% off store purchases.
• Free In-Club Fitness Training Complimentary small-group fitness training led by certified trainers available to all members at every Planet Fitness club, including equipment orientation, customized workout plans, and guidance on proper form and technique.
• PF Perks Member rewards program offering exclusive discounts and special offers from partner brands including Garmin, Gymshark, AT&T, Nike, BetterHelp, Factor, and dozens of other retailers and services, available to Planet Fitness members.

Quantifiable outcome

• Over 21.5 million members as of March 2026
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• GymsharkcoreGTM or Marketing Partner · 20 May 2026Gymshark is the powering partner for Planet Fitness's High School Summer Pass program (6th year), providing exclusive discounts to teen participants. The partnership aims to promote youth fitness and wellness while offering Gymshark products at discounted rates to PF members.
• Boys & Girls Clubs of AmericacoreStrategic or Co-development PartnerLong-term strategic partnership since 2016 supporting youth wellbeing through the Judgement Free Generation scholarship program. Planet Fitness has contributed over $12 million to BGCA, including nearly $2 million in scholarships to 380 teens since 2017. The partnership focuses on promoting kindness, inclusion, and community service among youth.
• Ro (Roche子公司)minorGTM or Marketing PartnerPartnership with healthcare company Ro for GLP-1 weight-loss medication referral program, positioning Planet Fitness as a complementary fitness resource for individuals using weight-loss medications who seek exercise support.
• RominorGTM or Marketing PartnerHealthcare partnership offering GLP-1 users referral access to Planet Fitness memberships as part of holistic weight management programs.
• CDM Fitness HoldingscoreChannel Partner/ Reseller/ DistributorCDM Fitness Holdings is one of the largest franchisees of Planet Fitness, operating the new 21,141-square-foot fitness center in Sammamish, Washington as its 19th location in the Seattle-Tacoma market. CDM operates clubs as a franchisee under Planet Fitness brand.
• Easy Mile FitnesscoreChannel Partner/ Reseller/ DistributorBoston-based major Planet Fitness franchisee operating 70 clubs across Florida, Georgia, South Carolina, Puerto Rico, Oregon, Alaska, and Ontario, Canada. Announced $30 million investment to expand Oregon portfolio to 30 clubs, making Easy Mile the largest Planet Fitness operator in Oregon.
• Flynn GroupcoreChannel Partner/ Reseller/ DistributorFlynn Group acquired 98 Planet Fitness locations from Grand Fitness Partners, tripling its Planet Fitness holdings to 141 clubs across seven states. The acquisition represents one of the largest franchisee transactions in the fitness industry.
• Impulso GymminorChannel Partner/ Reseller/ DistributorMexican franchise partner expanding Planet Fitness presence in Mexico through new locations in Tijuana and Mexicali in the northern region. Planet Fitness currently operates 47 locations across 14 Mexican states.
• EPIC Fitness GroupminorChannel Partner/ Reseller/ DistributorFranchisee operating nearly 70 Planet Fitness clubs across Ohio, Michigan, and Illinois, hosting free recovery events including the Rebound and Recover mobile Black Card Spa bus initiative.
• Crouch EnergyminorOthersEnergy company referenced in context of environmental sustainability initiatives, though specific partnership details are not fully elaborated in available sources.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Life Time Fitness: Publicly traded premium multi-brand fitness operator (NYSE: LTH) with ~170+ large-format clubs and a membership-plus-ancillary model. Competes with Planet Fitness in the U.S. fitness market, though Life Time targets a more affluent, fitness-engaged consumer versus PF's HVLP positioning.
• Xponential Fitness: Publicly traded franchisor (NYSE: XPOF) of boutique fitness brands including Club Pilates, CycleBar, StretchLab, and Rumble. Comparable as a fitness franchisor with a similar asset-light model, though its portfolio targets specialty/boutique niches rather than value-based general fitness.
• Anytime Fitness: Largest 24/7 fitness franchise globally with over 5,000 locations across 40+ countries. Direct comparable to Planet Fitness as a value-priced, franchise-driven fitness membership model targeting broad consumer segments.
• Crunch Fitness: Mid-market fitness franchise with ~400+ U.S. locations offering tiered membership pricing ($9.99-$79.99). Targets a similar mass-market consumer as Planet Fitness with a slightly more fitness-focused positioning, creating direct competitive overlap.
• LA Fitness / Esporta Fitness: Large U.S. mid-market fitness chain with hundreds of clubs operating as LA Fitness and Esporta brands. Competes directly with Planet Fitness for value-conscious U.S. gym members across similar geographic markets.
• 24 Hour Fitness: Established U.S. fitness chain with ~280+ clubs, predominantly mid-market positioning. Direct competitor in many of the same U.S. metros as Planet Fitness, though typically priced above PF's $15-$25 entry tier.
• Gold's Gym: Iconic global fitness franchise with hundreds of locations worldwide. Comparable as a multi-tier, franchised fitness membership operator though traditionally more focused on serious bodybuilding/training versus PF's beginner-friendly positioning.

Broad incumbents

• Equinox: Premium luxury fitness operator with ~100 U.S. clubs plus SoulCycle and Equinox Hotels. Comparable as a major fitness chain serving overlapping consumers at the high end, but Equinox's premium pricing contrasts with Planet Fitness's HVLP positioning.

Regional players

• Basic-Fit: Largest low-cost fitness operator in Europe with ~1,300+ clubs across multiple countries. Direct comparable to Planet Fitness in HVLP positioning and franchise-like rapid unit expansion, though geographically focused on Europe versus PF's North American core.
• The Gym Group: UK-listed low-cost fitness chain (LSE: GYM) with 230+ locations across the U.K. Closest European pure-play comparable to Planet Fitness's HVLP model — both target price-sensitive, high-volume consumer segments with stripped-down amenity sets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/planetfitness
• Facebookfacebook.com/planetfitness
• YouTubeyoutube.com/planetfitness
• LinkedInlinkedin.com/company/planet-fitness
• Xx.com/PlanetFitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds10 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Planet Fitness