Despite Ailing Economy, Planet Fitness Thrives

“As the economy struggles, many health and fitness clubs continue their own struggle to stay out of the red. Franchisees of Planet Fitness, however, the fastest growing operator of full-size fitness clubs in the U.S., are seeing green after launching a nationwide advertising campaign that produced new memberships totaling in the six figures. The campaign, from April 1-7, invited people to join Planet Fitness for just $1 down, along with the low monthly price point of $10 that the company maintains. Customers leaped at the offer, resulting in a tremendous increase in new memberships. For example, the New York market gained 50,000 new members, the Boston area picked up 28,000, Philadelphia had 21,000, and Orlando had 14,000 new members sign up. ‘More than ever, American consumers are focused on getting the most value for their dollar, and many have discovered that there's no better place to stretch the dollar than Planet Fitness,’ said John Craig, Planet Fitness brand development director. ‘We really strive to create that value package and focus our efforts on the needs of occasional or first-time health club members.’ In 2008, as a result of the growth of the Planet Fitness franchise system, the company posted revenues of $100 million and was ranked #1 among health club companies on Inc. magazine's list of the 5,000 Fastest Growing Private Companies in America. In the report, Planet Fitness was rated #732 overall. Planet Fitness attributes its success to a relatively simple business model -- give customers extremely high value for an extremely low price. For $10 a month, Planet Fitness customers enjoy a membership that includes stylish, clean facilities equipped with name-brand cardio and strength machines, as well as a relaxed, Judgement Free Zone(R) atmosphere. Best of all, there's no commitment. Planet Fitness's business model continues to support its growth. The company boasts 275 clubs in 31 states, and a membership base of nearly 2 million. Currently, an additional 450-plus clubs are in development. The company was established in 1992 and is headquartered in Dover, N.H.”

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