Brand Intelligence Graphcompany
Company Overview
About Planet Fitness
Planet Fitness is a Hampton, New Hampshire-based fitness club franchise — listed on NYSE (NYSE: PLNT) — operating 2,600+ gym locations across the US, Canada, and international markets as the largest fitness club chain by membership count with 17.2+ million members paying $10/month (Classic membership) or $24.99/month (Black Card membership) in a deliberately non-intimidating Judgment Free Zone designed to attract first-time and casual exercisers who avoid traditional gyms. Founded in 1992 by Michael Grondahl and Marc Grondahl, Planet Fitness generated approximately $1.07 billion in revenue in fiscal year 2024, operating a franchise-heavy model (90%+ franchised locations) that collects royalty fees, equipment revenue from new club openings, and National Advertising Fund contributions from franchisees.
Business Model & Competitive Advantage
Planet Fitness's core innovation is the fitness club designed to make non-exercisers comfortable: the Purple and Yellow branded interiors, the Lunk Alarm (triggered by grunting or dropping weights to reinforce the no-intimidation culture), the removal of free weights above a certain threshold, and the $10/month price point that removes the financial commitment anxiety of traditional gym memberships collectively create a gym format appealing to the 80% of Americans who don't currently belong to a gym. The Black Card membership ($24.99/month) provides the upsell tier: unlimited guest privileges, access to all Club locations nationwide (critical for travelers), tanning, and massage chairs. The high-volume, low-price model fills Planet Fitness clubs with more members per square foot than premium gyms — revenue per member is lower but location economics are driven by flat monthly recurring membership without the personal training upsell dependency of premium clubs.
Competitive Landscape 2025–2026
In 2025, Planet Fitness (NYSE: PLNT) competes in the fitness club and value gym market with Anytime Fitness (Self Esteem Brands, privately held, 5,000+ locations), 24 Hour Fitness (private, post-bankruptcy), and LA Fitness/Fitness International (private) for value and mid-market fitness membership. Planet Fitness's growth strategy historically centered on aggressive new club openings (150-200 new clubs per year), but the 2023-2024 period saw franchisee discipline in new openings as real estate costs rose. The replacement of the founding Grondahl family leadership brought management changes focused on the International expansion (UK, Australia, Canada) and the Planet Fitness app (digital workout content, member engagement, equipment status tracking). The 2025 strategy focuses on completing US market white space (smaller markets where 24/7 affordable fitness has no Planet Fitness presence), growing Black Card attach rates, and launching the Planet Fitness digital fitness content for members beyond the physical club.
Recent Activity
View all →Key Differentiators
Market Leader
Planet Fitness is recognized as a market leader in the Fitness & Wellness sector, demonstrating strong industry presence and customer trust.
Enterprise Scale
With $1.07B in revenue, Planet Fitness operates at enterprise scale with proven market validation.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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