Taymax

What Taymax does

Taymax Group is a multi-unit franchisee of Planet Fitness, operating more than 150 fitness club locations across the United States — including recent buildouts in Laredo, Texas and a four-clustser reinvestment in the Nashville, Tennessee area. The company sells recurring consumer subscriptions through Planet Fitness's two standardized membership tiers: the Classic membership starting at $15/month for access to the member's home club, and the PF Black Card® membership starting at $24.99/month, which adds any-club access to the broader 2,700+ Planet Fitness network, guest privileges, recovery amenities (HydroMassage, massage chairs, tanning, Wellness Pod, Recovery Lounge), and exclusive partner perks. Pricing, branding, and the underlying technology platform — including the PF App for digital check-in, crowd meter, on-demand workouts, and activity tracking — are set by the Planet Fitness franchisor; Taymax's role is club operations, member acquisition through the franchisor's referral and marketing channels, and physical facility investment.

The business model is a high-volume, low-price subscription gym franchise, with revenue generated from monthly recurring membership fees across 150+ locations. Taymax's go-to-market is direct-to-consumer through its physical club footprint, augmented by Planet Fitness's national brand awareness campaigns, partner ecosystem (Gymshark, Nike, AT&T, HelloFresh, Garmin, BetterHelp), referral programs, and the High School Summer Pass initiative. Recent strategic activity — a $7M reinvestment across four Nashville-area clubs that produced a 38% jump in member check-ins and 46% NPS rise at the Madison, Tennessee site — signals a programmatic same-store upgrade playbook, supported by ClearLight Partners and Riveria Investment Group as disclosed investors and a 2019 acquisition track record (MJ Fitness and Planet Fitness franchise rights). Taymax employs 1,001–5,000 people, is headquartered in Salem, United States, and operates as a private, for-profit franchisee rather than a franchisor or technology company.

Name

Taymax

Legal name

Taymax Group

Website

https://planetfitness.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Taymax Group is one of the largest Planet Fitness franchisees in North America, operating 150+ fitness club locations across the United States and selling recurring Classic ($15/mo) and PF Black Card ($24.99/mo) memberships to budget-conscious and premium fitness consumers.

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 primary industry

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

akta.pro secondary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness club operations
• Franchise gym management
• Health club services
• Gym membership services
• Low-cost fitness centers

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Gym Membership Revenue: Taymax Group operates Planet Fitness franchise locations generating recurring membership revenue through monthly subscription fees from Classic and PF Black Card memberships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Taymax Group operates Planet Fitness franchise gym locations as a multi-unit franchisee, providing members access to cardio and strength equipment, free in-club fitness training, group classes, and recovery amenities. Members sign up for either the Classic Membership (unlimited access to home club) or the PF Black Card® Membership (access to any club worldwide plus premium amenities), and Taymax reinvests in facility upgrades, new equipment, and new club openings across its 150+ U.S. footprint.

Product overview

Taymax Group is a Planet Fitness franchisee operating more than 150 Planet Fitness gym locations across the United States. Taymax does not offer a separate, branded product portfolio; its business is the operation of Planet Fitness clubs under the franchisor's brand, systems, and membership model. The core offering is fitness facility access via two Planet Fitness membership tiers (Classic and PF Black Card®), supported by the PF App for digital workouts, activity tracking, and club check-in. Taymax has reinvested in facility upgrades including plate-loaded equipment, recovery amenities, and functional training turf areas at its Nashville-area locations.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 38% jump in member check-ins within six months at Madison, Tennessee location following $7M reinvestment
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Planet Fitness, Inc. The franchisor of the brand that Taymax operates under. Planet Fitness, Inc. (PLNT) is the public parent and largest direct operator of Planet Fitness clubs globally, making it the most relevant comparable given Taymax's franchise-dependent model.
• 24 Hour Fitness: Large U.S. fitness chain with hundreds of locations offering 24/7 access and broad amenities. Comparable to Taymax as a major multi-site fitness operator serving similar consumer segments.
• Life Time Group Holdings: Public premium fitness operator (LTH) running large-format athletic clubs with extensive amenities. Comparable to Taymax as a multi-site U.S. fitness operator, though at a higher price point.
• Equinox Holdings: Premium fitness operator running Equinox, SoulCycle, and Crunch. Comparable to Taymax as a multi-brand fitness operator, though serving the opposite (premium) end of the market.

Direct peers

• Anytime Fitness: Franchise-based, low-cost fitness club operator with thousands of 24/7 locations globally. Closely comparable to Taymax in its multi-unit franchise model targeting budget-conscious fitness consumers.
• Crunch Fitness: Mid-market fitness chain offering affordable memberships with a strong value-oriented brand. Comparable to Taymax in its membership-tier model and target consumer segment.
• Gold's Gym International: Iconic global fitness chain operating company-owned and franchised clubs. Comparable to Taymax as a multi-unit fitness club operator with franchised locations and similar mid-market positioning.
• LA Fitness / Esporta Fitness: Large multi-unit fitness club chain with hundreds of locations across the U.S. Comparable to Taymax in scale, membership-based model, and broad market positioning.
• Town Sports International: Operates multi-brand fitness clubs (New York Sports Clubs, Boston Sports Clubs) serving similar membership-based consumers. Comparable to Taymax in its urban and suburban club operating model.

Emerging players

• Xponential Fitness: Public franchisor (XPOF) of boutique fitness brands including Club Pilates, CycleBar, and StretchLab. Comparable to Taymax as a franchise-driven fitness platform, though focused on boutique rather than value-segment fitness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/planetfitness
• Facebookfacebook.com/planetfitness

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

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

M&A2 records

Investments

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

Frequently asked questions about Taymax