Planet Fitness
An American fitness-center franchisor and operator known for low-cost memberships and its “Judgement Free Zone” positioning.
Last updated October 22, 2026
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Overview
Planet Fitness is an American franchisor and operator of fitness centers headquartered in Hampton, New Hampshire. The brand is built around making gym participation accessible to occasional, first-time, and otherwise intimidated users through relatively low membership prices, basic but broad equipment offerings, and a deliberately non-judgmental club atmosphere. Its central marketing idea is the “Judgement Free Zone,” a promise that members of different ages, abilities, body types, and levels of gym experience should feel comfortable using the facilities. The business began in 1992, when brothers Michael and Marc Grondahl acquired a struggling Gold’s Gym franchise in Dover, New Hampshire. After closing that original location, they established a club called Coastal Fitness and later brought Chris Rondeau into the business. In 2002, the partners acquired the rights to the Planet Fitness name and adopted it for their franchise operation. The name had previously been used by Rick Berks, who had opened a Planet Fitness club in Sunrise, Florida, in 1993. Berks eventually operated three clubs under the name as well as a Gold’s Gym franchise; the name originated from a school project by his daughter titled “Fitness Planet.” Planet Fitness expanded primarily through franchising, allowing the company to grow its club network without owning every location directly. Its principal membership structure has generally centered on an entry-level membership and a higher-priced Black Card membership. The latter has been associated with additional access and amenities, although the exact benefits can vary by market and club. The company also uses distinctive in-club policies and promotional devices, including the “lunk alarm,” intended to discourage behavior such as excessive grunting, dropping weights, or other conduct considered intimidating to ordinary members. These practices support the brand’s welcoming positioning but have also drawn criticism from experienced weightlifters. In fall 2013, TSG Consumer Partners became an equity partner. Around the same period, co-founder Michael Grondahl stepped down as chief executive and Chris Rondeau succeeded him. Planet Fitness became a publicly traded company on the New York Stock Exchange on August 6, 2015, under the ticker PLNT. Rondeau left the company in 2023, and Colleen Keating became chief executive in 2024. The company’s original concept emphasized beginners and infrequent gym users rather than advanced or highly specialized athletes. From 2024 onward, Planet Fitness began broadening that proposition by adding equipment and amenities intended to appeal to more experienced users while continuing to state that all fitness levels are welcome. Its international franchise footprint includes the United States, Canada, Panama, Mexico, Spain, and Australia. The company also operates community and seasonal outreach programs, including free summer access for high-school students and partnerships with the Boys & Girls Clubs of America. In early 2025, it offered complimentary Black Card memberships to firefighters in the Greater Los Angeles area following their wildfire-response efforts.
History
Planet Fitness traces its origins to New Hampshire in 1992, when Michael and Marc Grondahl acquired a struggling Gold’s Gym franchise in Dover. The brothers eventually closed that location and opened a replacement club under the name Coastal Fitness. Chris Rondeau later joined the business as a third partner. The early operation developed around a different idea from the traditional bodybuilding-oriented gym: instead of concentrating on experienced lifters, it sought to attract people who were new to exercise, attended infrequently, or felt uncomfortable in conventional health clubs. In 2002, the partners acquired the rights to the Planet Fitness name and renamed their franchise operation. The name had first been used by Rick Berks, who opened a Planet Fitness club in Sunrise, Florida, in 1993 and later expanded to three clubs. Berks also operated a Gold’s Gym franchise. The Planet Fitness name was derived from a school project by Berks’s daughter, titled “Fitness Planet.” The renamed company developed a recognizable low-cost, high-volume model. Clubs offered basic fitness equipment and a relaxed atmosphere, supported by the “Judgement Free Zone” message. Policies such as the lunk alarm were designed to limit conduct that might make less experienced members uncomfortable, including loud grunting or dropping weights. The same policies helped distinguish the brand from more performance-focused gyms, although they became a recurring source of criticism from weightlifters and fitness commentators. Planet Fitness’s membership structure also developed around a lower-priced basic option and a Black Card tier that provided additional access or amenities. Franchising became central to the company’s expansion. Rather than relying solely on company-owned locations, Planet Fitness built a large network through franchisees while continuing to operate and support the brand at the corporate level. In fall 2013, TSG Consumer Partners became an equity partner. Michael Grondahl stepped down as chief executive during this period, and Chris Rondeau succeeded him. Planet Fitness completed an initial public offering and began trading on the New York Stock Exchange on August 6, 2015, under the symbol PLNT. The company faced a major operational disruption in 2020 when its clubs closed during COVID-19 lockdown measures. Customers criticized the company after membership dues were debited for March even though facilities had closed. Planet Fitness said the payment cancellation had occurred too late, committed to reimburse affected customers, and stopped collecting monthly dues while clubs remained closed. It also introduced free online workouts, while senior executives accepted compensation reductions and board members waived annual retainers. Clubs later reopened, although some locations did not immediately return to their earlier round-the-clock schedules. Rondeau left Planet Fitness in 2023, and Colleen Keating became chief executive in 2024. Under the newer direction, the company began broadening its customer proposition. While retaining its beginner-friendly identity, it added equipment and amenities intended to serve more experienced gym users and stressed that all levels of fitness are welcome. Planet Fitness has also developed community programs, including a partnership with the Boys & Girls Clubs of America beginning in 2016 and the High School Summer Pass launched in 2019. In 2025, the company reported that 10 million students had used the summer program and offered free Black Card memberships to firefighters in the Greater Los Angeles area after the Southern California wildfires.
- 2025
Student participation reaches 10 million
[1]Planet Fitness announced that 10 million students had used the High School Summer Pass since its launch.
- 2024
Colleen Keating becomes chief executive
[1]Colleen Keating assumed the chief executive role as Planet Fitness broadened its appeal to more experienced gym users.
- 2023
Chris Rondeau leaves the company
[1]Chris Rondeau departed Planet Fitness after serving as chief executive following Michael Grondahl’s transition out of the role.
- 2020
COVID-19 club closures and digital workouts
[1]The company closed clubs during the pandemic, suspended dues while facilities remained closed, and offered free online workout classes.
- 2019
High School Summer Pass begins
[1]Planet Fitness introduced free June-to-August memberships for high-school students, including student athletes seeking summer access to gym facilities.
- 2016
Boys & Girls Clubs of America partnership
[1]Planet Fitness began a partnership supporting college scholarships, training programs, and local community projects connected with the Boys & Girls Clubs of America.
- 2015
Public listing on the New York Stock Exchange
[1]Planet Fitness became publicly traded on August 6 under the ticker PLNT.
- 2013
TSG Consumer Partners becomes an equity partner
[1]TSG Consumer Partners took an equity position as the company continued its franchise expansion. Michael Grondahl stepped down as chief executive and Chris Rondeau succeeded him.
- 2002
Adoption of the Planet Fitness name
[1]The partners acquired the rights to the Planet Fitness name and renamed their franchise operation.
- 1992
Founding-era New Hampshire club acquisition
[1]Michael and Marc Grondahl acquired a struggling Gold’s Gym franchise in Dover, New Hampshire, beginning the business that would become Planet Fitness.
Products and positioning
Mass-market, value-oriented fitness with an accessible and non-intimidating environment for beginners, occasional users, and members across a wide range of fitness levels.
Gym membership
Classic membership
The entry-level membership proposition is designed to provide affordable access to a Planet Fitness club and its standard equipment. It reflects the company’s original emphasis on occasional and first-time gym users rather than specialized training.
Premium gym membership
Black Card membership
The Black Card is Planet Fitness’s higher-tier membership. It is associated with additional access and amenities beyond the basic membership, with specific benefits subject to the applicable market and club. The tier is also used in promotional and community initiatives.
Brand experience
Judgement Free Zone
The Judgement Free Zone is Planet Fitness’s core service and brand concept. It frames the clubs as welcoming spaces for members with different levels of experience and fitness, and informs policies intended to reduce behavior the company considers intimidating.
Seasonal membership program · 2019
High School Summer Pass
This free summer access program allows eligible high-school students to use Planet Fitness clubs during the June-to-August period. The initiative began in 2019 and has been promoted as a way for students, including student athletes, to maintain access to fitness facilities during summer.
Digital fitness content · 2020
Online workout classes
Planet Fitness offered free online workout classes after its physical clubs closed during the COVID-19 shutdowns. The digital content extended the brand’s low-barrier fitness proposition while members were unable to use club facilities.
Controversies
2026
Woman files negligence lawsuit against franchise operating Frisco Planet Fitness over secret tanning room recordings
A woman identified as Jane Doe filed a lawsuit accusing the franchise company operating the Planet Fitness location on Preston Road in Frisco, Texas of negligence after Frisco police showed her laptop footage confirming she had been secretly videotaped in the gym's private tanning rooms. Police found multiple videos of her on another member's phone, some dating back to 2024, and the filing cites seven previous secret-recording incidents at other Planet Fitness locations dating back to 2014. Planet Fitness said member safety and privacy is its top priority and that the franchise group is working closely with police in their ongoing investigation.
Marketing campaigns
- 2025Firefighter Black Card support program
Greater Los Angeles area
Planet Fitness offered free Black Card memberships to firefighters in the Greater Los Angeles area following their efforts during the January Southern California wildfires.
Outcome. The program was presented as support for firefighters’ health and recovery; no further quantified outcome is provided.
- 2020Free online workout classes during COVID-19 closures
United States
The company provided free digital workout classes after pandemic restrictions forced its clubs to close.
Outcome. The initiative provided an alternative to in-club use during the shutdown period; the cited material gives no audience or revenue figures.
- 2019High School Summer Pass
United States · Canada
Planet Fitness began offering free summer memberships to high-school students, allowing them to train at participating clubs during June, July, and August.
Outcome. The company announced in 2025 that 10 million students had participated since the program began.
- 2016Boys & Girls Clubs of America partnership
United States
Planet Fitness partnered with the Boys & Girls Clubs of America to support college scholarships, training programs, and community-based projects.
Outcome. The partnership continued as a community-outreach platform; the cited material does not provide a quantified outcome.
Brand decisions
2024
Broaden the proposition beyond beginnersStrategyBackground
Planet Fitness’s traditional positioning focused heavily on occasional and first-time members, while the company sought to appeal to a wider range of gym users.
Action taken
The company added equipment and amenities for more experienced users and emphasized that all fitness levels are welcome.
Aftermath
The brand retained its Judgement Free Zone identity while attempting to reduce the gap between its beginner-friendly model and the needs of experienced gym users.
2020
Suspend dues and provide digital workouts during COVID-19 closuresStrategyBackground
Planet Fitness clubs closed as COVID-19 lockdown measures took effect, while customers raised concerns about March membership debits.
Action taken
The company said affected customers would be reimbursed, stopped charging monthly dues while clubs remained closed, and offered free online workout classes. Company officers and senior managers accepted pay reductions, and board members waived annual retainers.
Aftermath
The clubs later reopened, although some locations did not immediately restore their previous 24-hour, seven-day schedules.
2015
Initial public offeringOtherBackground
Planet Fitness had grown into a large franchised fitness-center business.
Action taken
The company listed its shares on the New York Stock Exchange under the ticker PLNT on August 6.
Aftermath
Planet Fitness became a publicly traded fitness company.
2013
Bring in TSG Consumer Partners as an equity partnerStrategyBackground
Planet Fitness was expanding its franchise network and developing its consumer fitness brand.
Action taken
TSG Consumer Partners became an equity partner in the franchise business.
Aftermath
The company continued its expansion and subsequently entered the public markets.
2002
Rename the franchise operation as Planet FitnessStrategyBackground
The New Hampshire fitness business sought a distinctive identity for its expanding franchise model.
Action taken
The partners acquired the rights to the Planet Fitness name and adopted it for the operation.
Aftermath
The name became the basis of the company’s later national and international franchise brand.
Recent events
- Unconfirmed
Woman files negligence lawsuit against franchise operating Frisco Planet Fitness over secret tanning room recordings[3]
Reported:
A woman identified as Jane Doe filed a lawsuit accusing the franchise company operating the Planet Fitness location on Preston Road in Frisco, Texas of negligence after Frisco police showed her laptop footage confirming she had been secretly videotaped in the gym's private tanning rooms. Police found multiple videos of her on another member's phone, some dating back to 2024, and the filing cites seven previous secret-recording incidents at other Planet Fitness locations dating back to 2014. Planet Fitness said member safety and privacy is its top priority and that the franchise group is working closely with police in their ongoing investigation.
Planet Fitness sued in securities fraud class action over marketing campaign and membership growth[4]
Reported:
A securities fraud class action was filed against Planet Fitness, Inc. and certain senior executives in the U.S. District Court for the District of New Hampshire, alleging misrepresentations about the success of its marketing campaign that alienated casual gym-goers and led to disappointing membership growth during the key Q1 sign-up period, after the stock dropped 31% on May 7, 2026.
Planet Fitness appoints Mary Bradley as senior vice president of corporate club operations[6]
Reported:
Planet Fitness announced that Mary Bradley had been appointed senior vice president of corporate club operations, effective immediately.
Planet Fitness reports first-quarter financial results[7]
Reported:
Planet Fitness reported that first-quarter revenue decreased 14.5% year over year to $127.2 million and net income fell 67.2% to $10.4 million, attributing the business disruption to the Covid-19 outbreak and gym shutdowns.
Member sues Planet Fitness over fees during closure[5]
Reported:
A DeKalb County man filed a federal lawsuit against Planet Fitness, alleging that it charged his bank account a monthly fee while his fitness center was closed during the coronavirus pandemic. The suit seeks class-action status on behalf of other members.
Planet Fitness appoints Enshalla Anderson to its board[8]
Reported:
Planet Fitness announced Enshalla Anderson's appointment to its board of directors, effective immediately.
Sources8 sources
- 1Planet Fitnessen.wikipedia.org
- 2Planet Fitness official websiteplanetfitness.com
- 3Woman files negligence lawsuit against franchise operating Frisco Planet Fitness over secret tanning room recordingsfox4news.com
- 4Woman files negligence lawsuit against franchise operating Frisco Planet Fitness over secret tanning room recordingsprnewswire.com
- 5Woman files negligence lawsuit against franchise operating Frisco Planet Fitness over secret tanning room recordingsajc.com
- 6Planet Fitness任命Mary Bradley为企业俱乐部运营高级副总裁prnewswire.com
- 7Planet Fitness公布第一季度财务业绩nhbr.com
- 8Planet Fitness 任命 Enshalla Anderson 为董事会成员prnewswire.com
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