Baseline Fitness
- Company typePrivate
- Founded1992
- HeadquartersFargo, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Baseline Fitness does
Planet Fitness is a US-headquartered fitness franchisor (Planet Fitness Franchising LLC, incorporated in New Hampshire) operating a global network of 2,700+ independently owned and operated club locations across all 50 US states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia, and Spain. Founded in 1992 in Dover, New Hampshire, the company targets the 80-85% of the population that does not belong to a gym, positioning itself as the anti-intimidating, low-cost alternative to traditional fitness clubs under the trademarked 'Judgement Free Zone' concept. The core product is a two-tier monthly membership: the Classic tier (from $15/month, home-club access only) and the PF Black Card tier (from $24.99/month, all-location access, guest privileges, PF Black Card Spa amenities, and PF+ premium digital content).
The technology stack centers on the proprietary PF App (iOS/Android), which delivers touchless check-in, a Crowd Meter for club busy-ness, digital on-demand workouts, Scan & Learn equipment tutorials via QR codes, Apple Health integration, and PF+ premium video content exclusive to Black Card members. Underlying the franchise operations are member-management, billing, and referral systems accessed through the website and Club Support Center.
Planet Fitness makes money through five streams: (1) recurring membership subscriptions, (2) franchise royalties and fees from independently owned locations, (3) affiliate revenue from a 50+ brand perks network (Gymshark, Nike, Garmin, Shell, AT&T, HelloFresh, etc.), (4) day pass and guest fees, and (5) PF Store merchandise sales. Marketing centers on the Judgement Free Zone message, free in-club fitness training, the High School Summer Pass (free teen access ages 14-19 powered by Gymshark), and the multi-year Judgement Free Generation community partnership with Boys & Girls Clubs of America, through which the company has contributed over $10.7M, built 45+ mini gyms, and awarded 280 scholarships since 2016-2017.
Baseline Fitness firmographics
Firmographics- Name
- Baseline Fitness
- 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
- Ownership category
- akta.pro rank
Baseline Fitness industry classification
Industry- Product category
- Fitness Centers
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where Baseline Fitness is headquartered
LocationHeadquarters
- HQ city
- Fargo
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Baseline Fitness business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Membership Subscriptions: Monthly recurring membership fees from two tiers: Classic membership at $15/month providing home club access, and PF Black Card membership at $24.99/month providing unlimited access to all locations plus premium amenities. Memberships may include 12-month commitment requirements and annual fees of up to $49.
- Franchise Royalties and Fees: Planet Fitness operates as a franchisor, with independently owned and operated franchise locations paying royalties and fees to the franchisor.
- Partner Perks and Affiliate Revenue: Partnership revenue through exclusive member discounts from brand partners including Gymshark, Nike, Garmin, and others, with Planet Fitness earning affiliate commissions on member purchases.
- Day Pass and Guest Fees: Non-members can pay day fees or use official day passes to access clubs. PF Black Card members receive unlimited free guest passes.
- PF Store Merchandise: Sale of gym gear, bags, workout attire, and locker room essentials through the PF Store at low cost price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Classic Membership - Standard tier with home club access |
| Subscription | Monthly | PF Black Card Membership - Premium tier with all-access benefits |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Baseline Fitness product offering
Product offeringCore offering
Baseline Fitness operates a franchise-based network of more than 2,700 low-cost fitness clubs delivering cardio and strength equipment access through two membership tiers — the Classic Membership starting at $15/month (home club access) and the PF Black Card Membership starting at $24.99/month (worldwide club access plus premium recovery amenities and guest privileges). The core offering is complemented by the proprietary PF App, which provides digital workouts, equipment tutorials via QR code scanning, activity tracking, and access to member perks and partner discounts.
Product overview
Planet Fitness operates a two-tiered gym membership model (PF Black Card® at $24.99/month and Classic at $15/month) anchored by physical fitness club access at 2,700+ locations. The core digital companion is the PF App, which provides touchless check-in, on-demand workouts, equipment tutorials via QR scanning, and Apple Health activity integration — with PF+ (exclusive to Black Card members) unlocking a full library of premium workout content. Premium members also gain access to the PF Black Card Spa® (massage chairs, HydroMassage, tanning, recovery amenities) and can bring guests anytime. Additional offerings include a PF Store (merchandise), High School Summer Pass (free teen access program), and the Judgement Free Generation® youth community initiative. All members receive free in-club fitness training.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Membership
Quantifiable outcome
- 19% decrease in operational energy use (from 2019 baseline)
- +3 more outcomes
Companies that use Baseline Fitness
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Baseline Fitness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Baseline Fitness partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- Boys & Girls Clubs of America (BGCA)coreMulti-year strategic partnership through the Judgement Free Generation initiative, empowering youth through scholarships, community grants, trauma-informed emotional wellbeing training, and fitness programs including mini Judgement Free Zones installed in BGC locations nationwide. Supported by Planet Fitness Club Support Center, franchisees, members, team members, and vendors. Since 2016, over $10.7M has been contributed to BGCA.
- GymsharkflagshipHigh School Summer Pass powered by Gymshark, offering teens ages 14-19 free gym access during summer months with 20% off Gymshark discount when signing up. Black Card exclusive extra 10% off everything promotion also available through PF Perks.
- Gymshark, Nike, Garmin, and 50+ other brandsminorMember perks program offering exclusive discounts and special offers from partner brands including fitness apparel (Gymshark, Nike), wearables (Garmin, Amazfit), nutrition (Orgain, AG1, Huel, Quest), food delivery (HelloFresh, Factor, Green Chef), and lifestyle brands. PF Black Card members receive enhanced discounts (e.g., 20% off Garmin vs 10% for standard members).
- Shell Fuel RewardsminorPF Perks partnership offering members 25 cents per gallon savings (up to 20 gallons) when signing up for Shell Fuel Rewards.
- Boys & Girls Clubs (mini Judgement Free Zones)core45+ mini Judgement Free Zones fitness spaces installed in Boys & Girls Clubs across the country since 2017, providing youth access to fitness equipment and creating safe workout environments in underserved communities.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Baseline Fitness competitors and assessment
Company assessmentDirect peers
- Crunch Fitness: Multi-tier membership gym chain (Basic, Peak, Ripple) offering affordable access with group fitness classes. Closely comparable pricing architecture and casual-user value proposition to Planet Fitness.
- Gold's Gym: Iconic global fitness franchise historically positioned toward more committed fitness enthusiasts. Competes with Planet Fitness for entry-level members and franchisee capital in the same low-to-mid price tier.
- Anytime Fitness: Global franchise-based low-cost 24-hour gym chain with thousands of locations worldwide. Most direct competitor to Planet Fitness on low-cost, franchise-driven, casual-user positioning.
- 24 Hour Fitness: Large multi-tier US gym chain (Active, Sport, Super Sport) emphasizing 24-hour access and broad equipment offerings. Competes head-to-head with Planet Fitness on convenience and casual-user pricing in major US metros.
- LA Fitness: Large US-based fitness club operator with hundreds of locations, traditionally mid-market pricing. Direct competitor for casual-to-intermediate gym users in the same geographic markets as Planet Fitness.
Broad incumbents
- Equinox: Premium luxury fitness club operator with high-touch amenities and a strong brand. Operates in the broader US fitness club industry and competes for the upper end of the consumer segment Planet Fitness does not target.
- Life Time Fitness: Premium multi-club operator offering fitness, family amenities, and spa services. Broad incumbent in the same overall fitness center industry, serving higher-end members that Planet Fitness does not focus on.
Emerging players
- Peloton: Connected at-home fitness platform with hardware (Bike, Tread) and subscription content. Competes with Planet Fitness for the same casual/first-time user mindshare by offering convenience-based alternatives to physical gym attendance.
- Orangetheory Fitness: Boutique interval-training franchise with heart-rate-based group classes. Emerging competitor for the casual user seeking more engaging workout experiences than traditional gyms like Planet Fitness provide.
- F45 Training: Boutique functional-training franchise with 45-minute group classes. Competes for members willing to pay more for community-driven training experiences rather than Planet Fitness's self-serve model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Baseline Fitness social profiles
Digital presenceBaseline Fitness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baseline Fitness leadership team
Management profileNumber of profiles
Baseline Fitness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baseline Fitness M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Baseline Fitness
What does Baseline Fitness do?
Baseline Fitness operates a franchise-based network of more than 2,700 low-cost fitness clubs delivering cardio and strength equipment access through two membership tiers — the Classic Membership starting at $15/month (home club access) and the PF Black Card Membership starting at $24.99/month (worldwide club access plus premium recovery amenities and guest privileges). The core offering is complemented by the proprietary PF App, which provides digital workouts, equipment tutorials via QR code scanning, activity tracking, and access to member perks and partner discounts.
Is Baseline Fitness a public or private company?
Baseline Fitness is a private company. It is classified as unknown and is currently operating.
When was Baseline Fitness founded?
Baseline Fitness was founded in 1992. It employs 1,001 to 5,000 people.
Where is Baseline Fitness based?
Baseline Fitness is headquartered in Fargo, United States, in the North America region.
How does Baseline Fitness make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are franchise Royalties and Fees, partner Perks and Affiliate Revenue, day Pass and Guest Fees and PF Store Merchandise.
Who are Baseline Fitness's main competitors?
Direct peers on record are Crunch Fitness, Gold's Gym, Anytime Fitness, 24 Hour Fitness and LA Fitness. Broad incumbents are Equinox and Life Time Fitness. Emerging players are Peloton, Orangetheory Fitness and F45 Training.
Does Baseline Fitness have an API?
No public API is recorded for Baseline Fitness.
What industry is Baseline Fitness in?
Baseline Fitness's product category is Fitness Centers. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 713940 and its SIC code is 7997.