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Company > Planet Fitness: Business Model, SWOT Analysis, and Competitors 2023

Planet Fitness: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 15, 2023

Inside This Article


    In this blog article, we will delve into an in-depth analysis of Planet Fitness, one of the leading fitness chains in the industry. We will explore their unique business model that has propelled them to success, while also conducting a comprehensive SWOT analysis to identify their strengths, weaknesses, opportunities, and threats. Additionally, we will examine the competitive landscape and highlight the key competitors that Planet Fitness may face in the year 2023. Join us as we uncover the inner workings and future prospects of Planet Fitness in this dynamic fitness market.

    What You Will Learn:

    • Who owns Planet Fitness and gain insight into the company's ownership structure.
    • Discover the mission statement of Planet Fitness and understand its core values and goals.
    • Explore how Planet Fitness generates revenue and learn about its business model and revenue streams.
    • Understand the concept of the Business Model Canvas and how it applies to Planet Fitness.
    • Identify the major competitors of Planet Fitness in the fitness industry.
    • Gain knowledge about Planet Fitness's strengths, weaknesses, opportunities, and threats through a SWOT analysis.

    Who owns Planet Fitness?

    Ownership of Planet Fitness

    Planet Fitness, one of the leading fitness chains in the world, is owned by a group of investors and operates as a publicly traded company. Since its inception in 1992, the ownership structure of Planet Fitness has evolved, allowing for expansion and growth in the fitness industry.

    Initial Founders

    Planet Fitness was founded by Michael Grondahl and his father, Marc Grondahl, in Dover, New Hampshire. They opened the first gym under the Planet Fitness brand, which quickly gained popularity for its non-intimidating and judgment-free environment. The Grondahls played a vital role in establishing the company's core values, which continue to shape Planet Fitness' brand identity.

    Private Equity Investment

    In 2003, the Grondahls sold a majority stake in Planet Fitness to private equity firm, TSG Consumer Partners. This strategic partnership allowed Planet Fitness to access the resources and expertise necessary for rapid expansion. Under TSG's ownership, Planet Fitness expanded its footprint across the United States, establishing itself as a prominent player in the fitness industry.

    Going Public

    In 2015, Planet Fitness made its debut on the New York Stock Exchange (NYSE) under the ticker symbol PLNT. This marked a significant milestone for the company as it transitioned from being privately held to a publicly traded entity. Going public provided Planet Fitness with additional capital to support its growth strategy and attract more investors.

    Current Ownership Structure

    As of the latest information available, Planet Fitness is primarily owned by institutional investors and individual shareholders who hold shares of the company's stock. These shareholders include mutual funds, pension funds, and other investment firms. The Grondahl family, although no longer holding a significant stake, still maintains a presence within the company as Michael Grondahl serves on the board of directors.

    Continued Growth and Success

    Planet Fitness has experienced remarkable growth since its inception, both in terms of the number of locations and its financial performance. The company's ownership structure has played a crucial role in facilitating this growth, enabling it to expand its presence globally and cater to a diverse clientele.

    In conclusion, Planet Fitness is currently owned by a diverse group of institutional investors and individual shareholders, with its roots tracing back to its founders, the Grondahl family. The company's journey from a privately held entity to a publicly traded corporation has allowed for increased accessibility, growth, and success in the fitness industry.

    What is the mission statement of Planet Fitness?

    The Mission Statement of Planet Fitness

    Planet Fitness, one of the leading gym chains in the world, operates with a clear and concise mission statement that reflects its commitment to providing a comfortable and non-intimidating exercise environment for people of all fitness levels. Their mission statement can be summarized as follows:

    "To enhance people's lives by providing a unique fitness experience in a non-intimidating, judgment-free environment."

    This mission statement encompasses the core values and principles that drive Planet Fitness' operations and influence their approach towards fitness. Let's break down the different elements of their mission statement:

    Enhancing People's Lives

    At the heart of Planet Fitness' mission statement lies their dedication to improving the lives of their members. They strive to create an environment where individuals can achieve their fitness goals, improve their overall well-being, and ultimately lead healthier lifestyles. By prioritizing the well-being of their members, Planet Fitness aims to make a positive impact on the lives of the communities they serve.

    Unique Fitness Experience

    Planet Fitness sets itself apart by offering a unique fitness experience that caters to individuals who may feel intimidated by the traditional gym atmosphere. With their "Judgment Free Zone" philosophy, Planet Fitness ensures that everyone, regardless of their fitness level, feels welcome and comfortable while working out. This inclusivity fosters a sense of community and encourages individuals to pursue their fitness goals in a supportive environment.

    Non-intimidating, Judgment-Free Environment

    Another important aspect of their mission statement is the emphasis on providing a non-intimidating and judgment-free environment. Planet Fitness understands that many people may feel self-conscious or anxious about going to the gym, especially if they are new to fitness. By actively promoting a non-intimidating culture, they aim to eliminate any barriers that might prevent individuals from taking the first step towards a healthier lifestyle.

    In conclusion, Planet Fitness's mission statement revolves around enhancing people's lives through a unique fitness experience in a non-intimidating and judgment-free environment. This mission drives their commitment to creating an inclusive and supportive community, where individuals of all fitness levels can feel comfortable and motivated to achieve their personal health and wellness goals.

    How does Planet Fitness make money?

    Gym memberships

    One of the primary sources of revenue for Planet Fitness is through gym memberships. Customers can choose from various membership options such as a monthly membership or an annual membership. These memberships typically come with a set fee that customers pay in order to access the gym's facilities and services. Planet Fitness offers different tiers of memberships, allowing customers to choose the level of access they desire. This range of options helps cater to a diverse customer base and attract customers with varying fitness goals.

    Franchise fees

    Planet Fitness also generates revenue through franchise fees. The company operates on a franchise model, allowing individuals or groups to open and operate their own Planet Fitness locations. In order to become a franchisee, interested parties must pay an upfront franchise fee to Planet Fitness. This fee grants them the right to use the Planet Fitness brand and benefit from the company's established business model and support systems. Franchise fees contribute to the company's overall revenue stream and help expand the brand's presence in different regions.

    Additional services and amenities

    While basic gym memberships form the core of Planet Fitness' revenue, the company also offers additional services and amenities that customers can choose to pay for. These include personal training sessions, group fitness classes, tanning services, hydro massage beds, and more. By providing these extra features, Planet Fitness not only enhances the customer experience but also creates additional revenue streams. Customers who wish to avail themselves of these services can pay an additional fee on top of their membership fee, allowing Planet Fitness to generate more income.

    Partnerships and sponsorships

    Planet Fitness has formed various partnerships and sponsorships with other companies, which serve as another source of income. These partnerships can include brand collaborations, product placements, or exclusive offers for Planet Fitness members. By partnering with well-known brands, Planet Fitness can tap into new revenue streams while providing added value to its customers. These collaborations also help to enhance the overall brand image and expand the company's reach beyond the traditional gym setting.


    In summary, Planet Fitness generates revenue through gym memberships, franchise fees, additional services and amenities, as well as partnerships and sponsorships. By diversifying its income streams and providing a range of options for customers, Planet Fitness has established itself as a successful and profitable fitness company.

    Planet Fitness Business Model Canvas Explained

    Introduction to Planet Fitness

    Planet Fitness is a well-known fitness chain that has gained popularity for its affordable membership fees and judgment-free environment. To understand the success of Planet Fitness, it is essential to analyze its business model using the Business Model Canvas framework.

    Key Partnerships

    One of the key partnerships that Planet Fitness has established is with equipment manufacturers. By partnering with these manufacturers, Planet Fitness ensures that they have access to high-quality and cost-effective fitness equipment. This partnership allows them to keep their membership fees low while maintaining a well-equipped gym for their members.

    Additionally, Planet Fitness has formed partnerships with local businesses to provide exclusive discounts and offers to their members. These partnerships not only add value to the membership but also serve as a marketing tool to attract new customers.

    Key Activities

    The key activity of Planet Fitness is to provide a comfortable and non-intimidating environment for individuals who want to pursue their fitness goals. They achieve this by offering a wide range of fitness equipment, group exercise classes, and personal training sessions.

    Moreover, Planet Fitness focuses on creating a judgment-free atmosphere by implementing strict policies against body shaming and intimidating behavior. This key activity sets them apart from other fitness chains and attracts a large customer base.

    Value Proposition

    Planet Fitness offers a unique value proposition by providing affordable membership fees with access to a well-equipped gym. Their pricing strategy aims to make fitness accessible to everyone, regardless of their financial situation. This value proposition has resonated with individuals who are looking for an affordable and non-intimidating fitness experience.

    Furthermore, Planet Fitness emphasizes inclusivity and acceptance, creating a safe space for individuals who may feel uncomfortable in traditional fitness environments. This value proposition has been successful in attracting a diverse customer base, including beginners, casual exercisers, and individuals who have previously felt excluded from the fitness industry.

    Customer Relationships

    Planet Fitness focuses on building positive customer relationships by providing excellent customer service and support. They have a strong emphasis on member satisfaction, ensuring that their staff is friendly, helpful, and supportive. This customer-centric approach cultivates a sense of loyalty among members, leading to long-term customer relationships.

    Additionally, Planet Fitness maintains an active presence on social media platforms, engaging with their customers and addressing their queries and concerns. This interactive approach helps in building a community of like-minded individuals and fostering a sense of belonging among their members.


    Planet Fitness has successfully established itself as a leading fitness chain by offering an affordable and judgment-free fitness experience. By analyzing their business model through the lens of the Business Model Canvas, we can understand the key partnerships, activities, value proposition, and customer relationships that have contributed to their success. Planet Fitness continues to innovate and adapt to the evolving needs of their customers, ensuring that fitness remains accessible for all.

    Which companies are the competitors of Planet Fitness?

    Direct competitors

    1. Anytime Fitness: Anytime Fitness is a well-known competitor of Planet Fitness. Like Planet Fitness, Anytime Fitness offers 24/7 access to their gyms and focuses on providing a welcoming and non-intimidating environment for all fitness levels. Both chains offer a variety of cardio and strength training equipment, personal training options, and group fitness classes. However, Anytime Fitness often differentiates itself by offering more spacious workout areas and a wider range of amenities such as tanning beds and private showers.

    2. Snap Fitness: Snap Fitness is another direct competitor of Planet Fitness. Similar to Planet Fitness, Snap Fitness offers 24/7 access to their gyms and emphasizes convenience and affordability. Both chains provide a range of workout equipment, personal training services, and group fitness classes. However, Snap Fitness often appeals to individuals who prefer a more compact gym environment and offers a smaller footprint compared to Planet Fitness.

    3. Gold's Gym: Gold's Gym is a well-established fitness chain that competes with Planet Fitness. Gold's Gym offers a comprehensive range of fitness services, including a wide variety of workout equipment, group exercise classes, personal training, and specialized programs. While Gold's Gym is known for its diverse offerings and premium amenities, it also attracts a broader demographic, including serious bodybuilders and fitness enthusiasts.

    Indirect competitors

    1. CrossFit gyms: CrossFit gyms provide an alternative workout experience that attracts individuals seeking high-intensity functional training. These gyms focus on dynamic, constantly varied workouts that incorporate elements of weightlifting, cardio, and gymnastics. While CrossFit gyms may have a higher price point compared to Planet Fitness, they offer a strong sense of community and personalized coaching.

    2. Boutique fitness studios: Boutique fitness studios, such as SoulCycle and Pure Barre, offer specialized classes that target specific fitness niches. These studios often focus on activities like indoor cycling, barre workouts, or yoga. While they typically have higher membership fees and offer fewer facilities than traditional gyms, they provide a unique and immersive fitness experience that appeals to those seeking a specific type of workout.

    3. Local independent gyms: Local independent gyms can also pose competition to Planet Fitness. These gyms may offer a range of services and facilities that cater to the specific needs of their local community. They often provide a more personalized experience and have the flexibility to adapt quickly to changing trends and demands in the fitness industry.

    It is important to note that while these companies may compete with Planet Fitness, each has its own unique selling points and target demographics. The choice of gym often depends on individual preferences, fitness goals, and budget.

    Planet Fitness SWOT Analysis


    1. Affordable Memberships: Planet Fitness offers low-cost membership options, making it accessible to a wide range of individuals. This affordability factor has contributed to its rapid growth and popularity.

    2. Judgement-Free Zone: The brand's "Judgement-Free Zone" philosophy creates a welcoming and non-intimidating environment for individuals of all fitness levels. This inclusive approach has helped Planet Fitness attract first-time gym-goers and those who feel uncomfortable in traditional fitness centers.

    3. Extensive Network of Locations: With over 2,000 locations worldwide, Planet Fitness has established a strong presence in various markets. This extensive network allows members to conveniently access facilities wherever they are, increasing customer satisfaction and loyalty.

    4. Unique Amenities: Planet Fitness offers a range of amenities that set it apart from other fitness chains. These include free fitness training sessions, spacious workout areas, hydromassage chairs, tanning beds, and 24/7 access for certain membership tiers. These amenities enhance the overall experience and value for members.


    1. Limited Equipment and Facilities: While Planet Fitness provides basic exercise equipment, it lacks some of the advanced machinery and specialized workout areas found in more premium gyms. This limitation may deter serious fitness enthusiasts who require a wider range of equipment and training options.

    2. No Personal Training Services: Unlike other fitness centers, Planet Fitness does not offer personalized training services. This omission may be seen as a drawback for individuals seeking one-on-one guidance or specific workout programs tailored to their needs.

    3. Crowded During Peak Hours: Due to the low-cost membership fees, Planet Fitness facilities can become crowded, especially during peak hours. This can lead to longer wait times for equipment and a less comfortable workout environment for some members.


    1. Targeting Health-Conscious Demographics: As the awareness of health and fitness continues to grow, Planet Fitness has an opportunity to target health-conscious individuals seeking affordable gym options. By emphasizing the importance of physical fitness and wellness, the brand can attract a wider customer base.

    2. Expanding International Presence: Although Planet Fitness has expanded its global footprint, there are still numerous untapped markets where the brand can establish a presence. By focusing on international expansion, the company can increase its market share and revenue streams.

    3. Collaboration with Fitness Influencers: Partnering with fitness influencers and celebrities can help Planet Fitness enhance its brand image and reach a larger audience. Collaborations can include promotional campaigns, exclusive workout programs, or endorsements, ultimately driving more memberships and brand recognition.


    1. Competition from Other Low-Cost Gyms: Planet Fitness faces competition from other low-cost gym chains that offer similar affordable membership options. Increased competition can lead to market saturation and potentially impact Planet Fitness' growth rate.

    2. Shifting Consumer Preferences: Consumer preferences in the fitness industry can change over time. If there is a shift towards boutique fitness studios or niche workout trends, Planet Fitness may need to adapt its offerings to remain relevant and attract a diverse customer base.

    3. Economic Downturns: During economic downturns, consumers tend to cut back on non-essential expenses, including gym memberships. A significant economic downturn could lead to a decline in membership numbers and revenue for Planet Fitness.

    Overall, Planet Fitness possesses several strengths that have contributed to its success, but it also faces weaknesses and potential threats. By leveraging its strengths, addressing weaknesses, and seizing opportunities, Planet Fitness can continue to thrive in the highly competitive fitness industry.

    Key Takeaways

    • Planet Fitness is a publicly traded company, meaning it is owned by shareholders who hold its stock.
    • The mission statement of Planet Fitness is to provide a non-intimidating and affordable fitness experience to individuals of all fitness levels.
    • Planet Fitness primarily generates revenue through membership fees, which are charged monthly or annually.
    • The business model canvas of Planet Fitness focuses on key elements like customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • Some of the competitors of Planet Fitness include Anytime Fitness, Gold's Gym, and 24 Hour Fitness.
    • In terms of SWOT analysis, Planet Fitness has strengths such as a strong brand image and a wide network of locations, weaknesses like limited services and lack of personal training options, opportunities such as expanding internationally and targeting new customer segments, and threats like increasing competition and economic downturns.


    In conclusion, Planet Fitness has established itself as a prominent player in the fitness industry, offering a unique approach to making exercise accessible and non-intimidating for all. While no single individual owns Planet Fitness, it is a publicly traded company with shareholders. The company's mission statement revolves around providing a judgment-free environment where everyone, regardless of their fitness level, can pursue a healthier lifestyle.

    Planet Fitness generates revenue through various channels, primarily through membership fees from its large and growing customer base. The company also generates additional income through the sale of merchandise, personal training sessions, and partnerships with local businesses.

    Analyzing Planet Fitness's business model canvas, we can see its focus on low-cost membership fees, extensive advertising and marketing, and a positive customer experience. These elements have contributed to its rapid growth and success.

    While Planet Fitness has experienced significant growth, it faces competition from other fitness chains such as Anytime Fitness, Crunch Fitness, and LA Fitness. These competitors offer similar services and target similar customer segments, pushing Planet Fitness to continuously innovate and differentiate itself in the market.

    Finally, conducting a SWOT analysis of Planet Fitness reveals its strengths in brand recognition, affordability, and customer-centric approach. However, it also highlights potential weaknesses such as limited amenities and a lack of advanced fitness equipment. Opportunities for growth lie in expanding internationally and exploring partnerships with health and wellness companies. Nonetheless, threats, such as economic downturns and changing consumer trends, should be considered as potential challenges for the company's future success.

    Overall, Planet Fitness has carved out a unique space in the fitness industry, attracting a large customer base with its affordable and inclusive approach. By understanding its ownership, mission statement, revenue streams, business model, competitors, and conducting a SWOT analysis, we gain a comprehensive understanding of the company's position in the market and its potential for growth and success in the future.

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