Is Planet Fitness right for you?
Scale of Network
2,298 franchised clubs and 270 corporate clubs as of year-end 2024, with 97 net new franchised units added that year.
Defined Investment Range
Total initial investment per club estimated between $1,525,000 and $5,221,500, excluding real estate purchase or lease.
Performance Transparency
the financial-performance disclosure discloses 2024 Annual EFT Revenue for 2,197 franchised clubs segmented by bottom, middle, and upper thirds.
About Planet Fitness
Planet Fitness is a leading national operator and franchisor of low-cost, high-value fitness clubs. Headquartered in Hampton, New Hampshire, the company and its franchisees operate more than 2,500 locations across the United States, Puerto Rico, and select international markets. Planet Fitness, Inc. is a publicly traded company that has grown the brand through a combination of corporate-owned clubs and franchised units since its predecessor began franchising in 2003.
Planet Fitness clubs deliver a judgment-free fitness environment focused on casual exercisers. Each location offers a standardized mix of cardio machines, strength equipment, free weights, and amenities such as HydroMassage beds and tanning in most clubs. The model emphasizes high-volume membership at low monthly dues, supported by consistent operations, national branding, and a limited-service staffing approach.
Our ultimate parent, Planet Fitness, Inc. is majority owner and sole managing member of Topco. Planet Fitness, Inc. is a publicly traded company.
The business model
How a Planet Fitness territory actually makes money at the unit level.
Initial Franchise Fee
A $20,000 initial franchise fee is payable upon signing the Franchise Agreement. Area development fees are $10,000 per location.
Site and Build Costs
Leasehold improvements range from $1,250,000 to $2,142,000. Fitness and non-fitness equipment together range from $112,500 to $2,164,000 depending on financing structure.
Ongoing Fees
Franchisees contribute 2 percent of EFT dues to the National Advertising Fund and must spend the greater of $60,000 or 7 percent of cumulative monthly EFT on local advertising annually.
Supplier Structure
Franchisees must purchase fitness equipment exclusively from the franchisor's affiliate PF Equipment and use designated CRM software. The franchisor and affiliates receive vendor revenue from approved suppliers.
Territory Rights
Single-unit agreements grant no exclusive territory. Area Development Agreements provide limited development rights within a defined area if schedule milestones are met.
Working Capital
Additional funds of $68,000 to $469,000 are estimated for the first three months of operations to cover payroll, debt service, marketing, and miscellaneous expenses.
Quick facts
Initial franchise fee
$20,000
Total investment range
$1,525,000 to $5,221,500
Royalty
n/a
Marketing fund
n/a
Founded
2018
Headquarters
Hampton, NH
Active US franchisees
n/a
Total US units
n/a
Training & support
What the franchisor + parent platform provide. And what they don't.
What's provided
- +Initial training program delivered before club opening as outlined in the Franchise Agreement.
- +Refresher training available during operations.
- +General guidance on operating issues, system standards, and marketing programs.
- +Internet and telephone consultation support.
- +Access to ongoing marketing programs, meetings, seminars, and conventions.
- +Research and development updates plus optional paid additional training.
Honest disclosure: what's NOT provided
The the filed disclosures does not specify the number of hours, exact location, or detailed curriculum of initial training. No formal field training or on-site opening support is listed as included in the base offering.
Multi-unit growth path
Multi-unit ownership is common among Planet Fitness franchisees through Area Development Agreements that require adherence to a development schedule. These agreements grant limited rights to open multiple clubs in a defined area, subject to exceptions for non-traditional venues, acquisitions, and other reserved rights. Successful operators typically demonstrate operational capability with initial units before expanding.
Capital + financing paths
Most operators use one of these four paths to fund the initial investment.
SBA 7(a) Loans
Many franchisees utilize SBA-backed loans to finance a significant portion of the initial investment, including equipment and leasehold improvements.
Equipment Financing
Direct financing or leasing programs are available through lenders and the franchisor's affiliate for the fitness equipment package.
Traditional Bank Loans
Commercial bank loans and lines of credit are used by experienced operators, often requiring personal guarantees and collateral.
Franchisee Association Resources
The franchisee association may provide guidance on lender relationships experienced with the Planet Fitness model.
Process timeline: inquiry → grand opening
Typical 12-16 week path from first call to launching your first customer route.
Validation and Approval
Complete discovery process, submit application, and receive franchisor approval to proceed.
Site Selection
Identify and submit potential locations for franchisor evaluation and approval. Reimburse any site visit expenses.
Lease and Design
Secure real estate lease and submit construction development plans. Pay review fee if not using designated architects.
Build-Out and Equipment
Complete leasehold improvements, install equipment from approved suppliers, and prepare the club for opening.
Pre-Opening Marketing
Execute approved pre-sale and grand opening marketing plan while completing initial training.
Opening and Launch
Open the club and begin membership sales under the Planet Fitness system and standards.
Ongoing Operations
Manage day-to-day club performance with access to refresher training and operational support.
Match assessment
Are you a Planet Fitness match?
12 questions. Math-first. No high-pressure sales call afterwards. Just your match assessment and the reasoning behind it.
Start nowCommon questions
How much does a Planet Fitness franchise cost?
Total initial investment per club ranges from $1,525,000 to $5,221,500 according to the 2024 the filed disclosures. This includes a $20,000 franchise fee, leasehold improvements, equipment, marketing, insurance, deposits, and three months of additional funds. Real estate purchase or lease costs are excluded.
What is the Planet Fitness franchise fee?
The initial franchise fee is $20,000. Area development fees are $10,000 per location.
Does Planet Fitness provide financial performance representations?
Yes. the financial-performance disclosure discloses 2024 Annual EFT Revenue for 2,197 franchised clubs segmented by performance thirds, plus operating statements for corporate clubs. Results vary significantly by market, labor costs, and management.
How many Planet Fitness locations are franchised?
As of December 31, 2024 there were 2,298 franchised clubs and 270 corporate-owned clubs in the United States system.
Does Planet Fitness offer protected territories?
No exclusive territory is granted for single-unit franchises. Area Development Agreements provide limited development rights within a specified area if the schedule is met.
What training and support does Planet Fitness provide?
Initial training is required before opening, with refresher training, operational guidance, marketing support, and ongoing consultation available. Specific hours and curriculum details are not disclosed in Item 11.
How does Planet Fitness compare to other gym franchises?
Planet Fitness emphasizes a high-volume, low-price, judgment-free model targeting casual users rather than serious athletes. Its scale, national advertising fund, and equipment supply program differentiate it from boutique or premium fitness concepts.
Can I open multiple Planet Fitness locations?
Yes, through an Area Development Agreement that commits you to a development schedule. Multi-unit operators must successfully open and operate initial clubs before continuing expansion.
What are the ongoing royalty and advertising fees for Planet Fitness?
The the filed disclosures does not disclose a fixed royalty percentage. Franchisees contribute 2 percent of EFT dues to the National Advertising Fund and must spend the greater of $60,000 or 7 percent of cumulative monthly EFT on local advertising.
Are Planet Fitness franchisees required to buy equipment from the franchisor?
Yes. All fitness equipment must be purchased from the franchisor's affiliate PF Equipment. Certain CRM software must be obtained from the franchisor.
How long does it take to open a Planet Fitness club?
The timeline varies by site selection, permitting, and construction. The process typically spans site approval, build-out, equipment installation, and pre-sale marketing before opening.
What do Planet Fitness franchisee reviews typically highlight?
Operators often cite brand strength and membership volume. Challenges frequently mentioned include local labor costs, competition, and the need for disciplined cost control to achieve targeted profitability.
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