Planet Fitness, Inc. is a fitness-center franchisor and operator built around making gym memberships accessible to a broad segment of the population. Founded in 1992 in Dover, New Hampshire, the company developed its distinctive “Judgement Free Zone” concept around an affordable, welcoming and non-intimidating gym environment rather than the more serious or exclusive atmosphere associated with traditional fitness clubs. Planet Fitness has grown into one of the world's largest fitness brands, with approximately 21.5 million members and 2,930 clubs across the United States, Canada, Mexico, Panama, Australia and Spain as of June 2026.
Planet Fitness operates through a predominantly franchise-based model, with independent franchisees owning and operating most of its locations while Planet Fitness provides the brand, operating systems, equipment standards, marketing and other support. Its clubs typically feature cardio, circuit and strength-training equipment, free fitness instruction through its PE@PF program, and membership options designed to attract both regular gym users and people who might otherwise avoid traditional fitness clubs. The company also sells fitness equipment to its franchisees and maintains corporate-owned clubs, creating three complementary parts of the business: franchising, company-operated gyms and equipment.
Planet Fitness has built its brand around accessibility rather than exclusivity, deliberately targeting people who may be new to exercise, casual users or those who find conventional gyms intimidating or expensive. That positioning has allowed the company to address a very large potential customer base while maintaining a consistent experience across its franchise network. Its recognizable purple-and-yellow branding, humorous marketing, “Judgement Free Zone” identity and relatively simple club format have helped distinguish it in a highly competitive fitness industry. The company has also increasingly focused on younger consumers, including initiatives such as its High School Summer Pass program, while continuing to modernize its clubs and increase the amount of strength-training equipment available to members.
The company believes its model could ultimately support more than 5,000 locations in the United States alone, while signed development agreements already provide a pipeline for hundreds of additional clubs. Its expansion strategy includes optimizing club formats, entering new markets, modernizing the brand and using technology and marketing to increase member engagement. The company's broader opportunity is to make Planet Fitness a mainstream health-and-fitness brand rather than simply a low-cost gym chain, potentially expanding the relationship with members through its mobile app, training programs, equipment and other fitness-related services.