In 2023, Planet Fitness marked a year of robust growth and significant advancements, solidifying its position as a leader in the fitness industry. This blog post explores Planet Fitness’ 2023 Annual Report highlights, underscoring the strategic initiatives and financial accomplishments shaping this thriving enterprise’s future.

Expanding Global Footprint

Planet Fitness continues to demonstrate exceptional growth, with an impressive expansion of its global network. By the end of 2023, the company boasted 2,575 stores worldwide, including new locations in Canada, Panama, Mexico, and Australia. This represents a compound annual growth rate (CAGR) of 6.5% since 2019, showcasing the brand’s aggressive and successful expansion strategy.

Planet Fitness Franchisee Store Count

Financial Strength and Membership Growth

Financially, Planet Fitness has shown remarkable performance. The company achieved $1.1 billion in revenue, with system-wide sales reaching $4.5 billion, indicating strong demand and robust operational execution. Notably, $4.0 billion of these sales were attributable to franchisee-owned stores, highlighting the successful franchise model that underpins Planet Fitness’ growth strategy.

The brand also saw its membership swell to approximately 18.7 million members globally. A testament to its appeal across diverse demographics and geographies. This membership growth is supported by the brand’s commitment to providing an inclusive, non-intimidating environment. The Judgement Free Zone® — that welcomes individuals of all fitness levels.

Innovative Member Experience

Planet Fitness has differentiated itself through a unique member experience centered around convenience, affordability, and a friendly environment. The standard Classic Card membership, starting at just $10 per month, provides unlimited access to one location and free fitness training, making it an attractive option for many consumers.

The PF Black Card® membership, which offers additional amenities such as access to all Planet Fitness locations worldwide, guest privileges, and other premium benefits, continues to enhance the value proposition for members seeking more from their gym experience.

Strategic Partnerships and Marketing Initiatives

2023 was also a year of strategic partnerships and innovative marketing initiatives to expand the brand’s reach and enhance member engagement. These efforts included high-profile sponsorships and partnerships that elevated the brand’s visibility and reinforced its market leadership.

Sustaining Growth through Franchising

The franchise model remains a cornerstone of Planet Fitness’ strategy. The company ended the year with strong commitments from franchisees to open approximately 1,000 additional stores under signed area development agreements. This franchise-driven growth model allows for rapid expansion while maintaining high standards of quality and service.

Strategic Initiatives

Planet Fitness outlines its strategic approach and how it is implemented within the “Our Growth Strategies” section of their annual report. Here’s a summary of the key strategic points discussed:

1. Store Expansion: Planet Fitness aims to continue growing its store base both domestically and internationally. The strategy includes plans to open approximately 1,000 additional stores under existing franchise agreements, highlighting aggressive expansion goals.

2. Membership Growth: The company focuses on driving revenue and system-wide same-store sales growth. Primarily by attracting new members to existing locations and enhancing the value of PF Black Card memberships. This includes upgrading member experiences and offerings.

3. Brand Investment: There is a strategic emphasis on increasing brand awareness through significant marketing expenditures. This is expected to support membership growth in new and existing stores and attract quality franchise partners.

4. Franchise Royalties: The strategy involves expanding royalties by increasing the average royalty rate and bringing new franchisees into the system. This includes transitioning more stores to the current franchise agreement rate of 7%.

5. Sales from Fitness Equipment and Services: Planet Fitness aims to grow sales from fitness equipment and related services. This is expected through new store openings by U.S. franchisees and the regular replacement of equipment as required.

This strategic framework is designed to ensure sustained growth and market penetration, reinforcing Planet Fitness’ position as a leader in the fitness industry.

Challenges and Outlook

Despite its successes, Planet Fitness faces challenges typical of the fitness industry, including competition, economic fluctuations, and changing consumer preferences. However, the company’s robust business model, coupled with its strategic initiatives, positions it well to navigate these challenges and capitalize on opportunities for growth in new and existing markets.


Planet Fitness’ 2023 annual achievements reflect a dynamic organization that is growing in size and evolving in how it engages and retains members. With a clear focus on expansion, innovation, and an inclusive culture, Planet Fitness is poised for continued success in the evolving fitness industry. As it moves forward, the brand remains committed to enhancing people’s lives by providing affordable, accessible, and non-intimidating fitness experiences that empower its members worldwide.