Planet Fitness Growth Partners (PFGP)

What Planet Fitness Growth Partners (PFGP) does

Planet Fitness Growth Partners (PFGP) is a franchisee entity within the Planet Fitness system, founded in 2007 and headquartered in Dover, New Hampshire. The franchise operates within a broader network of more than 2,700 Planet Fitness locations across 50 US states, DC, Puerto Rico, Canada, Panama, Mexico, Australia, and Spain, executing a low-cost, non-intimidating fitness model under the registered "Judgement Free Zone" brand positioning. The target customer is the 80-85% of the population that does not currently belong to a gym, with pricing anchored at $15/month for the Classic membership (home club access) and $24.99/month for the PF Black Card (worldwide access, guest privileges, spa amenities, premium digital content), plus a $49 annual fee.

The core product surface consists of the two membership tiers, the PF Black Card Spa recovery amenities (HydroMassage, massage chairs, tanning, Wellness Pod, Recovery Lounge), and the PF App ecosystem. The mobile app integrates digital club check-ins, the Crowd Meter for club congestion, Scan & Learn QR-coded equipment tutorials, on-demand workout content, activity tracking with Apple Health integration, and the PF+ premium content add-on. Hardware consists of standard commercial cardio and strength equipment with embedded QR codes. Sub-brands include the Judgement Free Generation youth initiative and the High School Summer Pass program for teens ages 14-19.

Revenue mechanics flow from monthly recurring membership subscriptions, annual membership fees, franchise royalties (at the corporate level), and merchandise sales through the PF Store e-commerce channel. The broader franchise also monetizes through partnerships under the PF Perks program (Nike, Garmin, Gymshark, DoorDash, HelloFresh, BetterHelp, WeightWatchers, AT&T, Fitbod) and a multi-year strategic partnership with Boys & Girls Clubs of America. Distribution is primarily through the franchise network, with secondary direct-to-consumer channels including the PF App, the company website, and the PF Store. The franchise is led by Victor Brick (CEO) and co-founder Lynne Brick.

Name

Planet Fitness Growth Partners (PFGP)

Legal name

Planet Fitness Franchising LLC

Website

https://planetfitness.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Planet Fitness Growth Partners (PFGP) is a multi-unit Planet Fitness franchisee founded in 2007 and headquartered in Dover, New Hampshire, operating within a global network of 2,700+ locations. It delivers affordable, non-intimidating fitness memberships ($15 Classic, $24.99 Black Card) to first-time and casual gym users through a franchised club model and digital app ecosystem.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYCRAMADAA

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fitness Equipment & Accessories Retail

Keywords

• Fitness center franchise
• Gym memberships
• Low-cost fitness
• Franchise operations
• Health club services

Headquarters

HQ city

Dover

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring membership fees from two tiers: Classic ($15/mo) and PF Black Card ($24.99/mo). Both provide access to cardio and strength equipment, free fitness training, and free WiFi. PF Black Card adds worldwide club access, guest privileges, spa amenities, and premium digital content.
2. Annual Membership Fees: Annual fee of $49 applied to memberships. State and local taxes may apply. Prices may vary by location.
3. PF Store Merchandise: E-commerce sales of gym gear, bags, outfits, locker room essentials, and workout accessories through the PF Store. Members receive discounts (10% for Classic, 25% for Black Card).
4. Franchise Fees: Revenue from franchisee network - each of the 2,700+ locations is independently owned and operated under the Planet Fitness brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Planet Fitness Growth Partners operates multiple Planet Fitness franchise locations, selling recurring monthly gym memberships (Classic at $15/mo and PF Black Card® at $24.99/mo) that grant access to cardio and strength equipment, free in-club fitness training, and recovery amenities in a non-intimidating Judgement Free Zone® environment. The franchisee network also generates merchandise revenue via the PF Store and franchise royalties, supported by a digital platform (PF App, PF+, Apple Health integration).

Product overview

Planet Fitness offers a two-tier membership model centered on the Judgement Free Zone® philosophy—a non-intimidating, affordable fitness experience. The core offerings are the PF Black Card® Membership (premium tier starting at $24.99/mo) and Classic Membership (standard tier starting at $15/mo). The PF App serves as the digital hub, providing on-demand workouts, equipment tutorials via Scan & Learn, activity tracking with Apple Health integration, and the Crowd Meter feature. PF+ exclusive digital workouts are available as an add-on for Black Card members. The PF Black Card Spa® provides recovery amenities (massage chairs, HydroMassage™, tanning, Wellness Pod, Recovery Lounge) exclusively to premium members. All members receive free in-club fitness training. Additional offerings include the High School Summer Pass® for teens, Judgement Free Generation® youth community initiative, Virtual Club Tours, and the PF Store for merchandise. With over 2,700 locations globally, the model emphasizes accessibility, affordability, and a welcoming environment for first-time and casual gym users.

Differentiator

Problem solved

Functional benefit

Products and services

• PF Black Card® Membership

Quantifiable outcome

• 80-85% of the population doesn't belong to a gym - Planet Fitness identified and serves this underserved segment
• +2 more outcomes

Named customers2 records

Segments4 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

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Boys & Girls Clubs of America (BGCA)coreStrategic or Co-development Partner · 1 January 2016Multi-year strategic partnership through the Judgement Free Generation initiative. Supports youth through scholarships, community grants, trauma-informed emotional wellbeing training, and mini Judgement Free Zones fitness spaces installed in BGCA locations nationwide. Supported by Planet Fitness Club Support Center, franchisees, members, team members, and vendors.
• GymsharkminorGTM or Marketing PartnerPowering the High School Summer Pass program. Teens signing up receive 20% off Gymshark fitness apparel and accessories.
• FitbodminorGTM or Marketing PartnerFitness app partner offering exclusive discounts to Planet Fitness members through the PF Perks program.
• AT&TminorGTM or Marketing PartnerSmartphone deal partner offering exclusive discounts to Planet Fitness members through the PF Perks program.
• DoorDashminorGTM or Marketing PartnerFood delivery partner offering 25% off first order (up to $10) to Planet Fitness members through the PF Perks program.
• NikeminorGTM or Marketing PartnerAthletic apparel partner offering discounts on markdowns and free shipping for Nike Members to Planet Fitness members through PF Perks.
• GarminminorGTM or Marketing PartnerWearable technology partner offering 10% off select wearables, scales & accessories. Black Card members receive 20% off select items.
• HelloFreshminorGTM or Marketing PartnerMeal kit delivery partner offering free ZWILLING Dragon Wok + 10 free meals to Planet Fitness members.
• BetterHelpminorGTM or Marketing PartnerMental health services partner offering 50% off first month to Planet Fitness members through the PF Perks program.
• WeightWatchersminorGTM or Marketing PartnerWeight management partner offering membership starting at $5/month to Planet Fitness members through PF Perks.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Life Time Fitness: Premium, publicly-traded fitness operator with comprehensive amenity offerings including pools, spas, and group classes. Serves a higher-income demographic than Planet Fitness but is relevant as a public-market comparable and competitive threat in premium-tier markets.
• Equinox (including SoulCycle, Blink): Premium fitness operator with luxury positioning and a portfolio of boutique brands. Operates at a different price tier but defines the upper bound of the consumer-fitness market and competes for high-spending members.
• Planet Fitness, Inc. (corporate/franchisor): Publicly traded parent company (NYSE: PLNT) and franchisor of the Planet Fitness brand. While PFGP operates clubs within this system, the corporate entity owns the brand, sets franchise economics, and runs technology and marketing — making it the most direct counterparty and reference point for any Planet Fitness franchisee analysis.

Direct peers

• 24 Hour Fitness: Large multi-state fitness club chain operating 24/7 with mid-priced membership tiers. Comparable in scale and target demographic, providing a useful benchmark for franchise unit economics in the mainstream fitness segment.
• Anytime Fitness: Globally franchised 24-hour fitness club operator with a similar multi-unit franchise model. Competes in the convenience-and-accessibility segment with comparable pricing, making it highly relevant as a franchise-comparable peer.
• Gold's Gym: Iconic fitness franchise with broad geographic reach and value-to-mid pricing. Targets mainstream gym-goers similar to Planet Fitness members, with a stronger brand association to serious bodybuilding and weightlifting.
• Crunch Fitness: Value-to-mid-tier fitness franchise with a similar membership pricing strategy and broad footprint. Competes directly for the same first-time and casual gym user segment that Planet Fitness targets, with comparable amenity positioning.
• YouFit Health Clubs: Value-tier fitness chain with comparable pricing and amenity structure. Competes head-to-head for the same price-sensitive, casual gym user segment in overlapping US geographies.
• LA Fitness: Large multi-state fitness club operator with comparable mid-priced membership tiers and broad geographic coverage. Targets a similar mainstream consumer segment but with more amenities and higher price points than Planet Fitness, making it the closest direct competitor in the value-to-mid-tier fitness market.

Emerging players

• Xponential Fitness: Public franchisor of boutique fitness brands (Club Pilates, CycleBar, StretchLab, Rumble, etc.). Represents the franchise-driven boutique segment that competes with Planet Fitness for share of consumer fitness spending and franchisee capital.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pf-growth-partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Planet Fitness Growth Partners (PFGP)