We Asked, You Answered
2025 Issue 3 | GearedUp
More than three decades ago, Planet Fitness ® flipped the fitness industry on its head. Since then, the brand has monitored trends and made strides to meet member demands. For example, when it became obvious that members wanted more strength equipment, Planet Fitness added plate-loaded options and scaled back its cardio count. In an ever-changing sector, it is important for Planet Fitness franchisees to take note of what is trending and to stay ahead of competitors. For the We Asked, You Answered feature in Geared Up, we asked our members,“ What trend in the fitness industry are you watching closely – and why?”
The trend in the fitness industry I am watching closely is …
“ I haven’ t done a deep dive into it, but I’ m seeing some of these protein drink vending machines pop up. It could be an interesting pilot at some point,” – Brent Linsky, owner / operator Monterey County, California, ADA.
“ We need to find non-membership revenue ASAP,” – Cullen Barbato, CEO of United Fitness Partners.
“ The fitness trend I am following closely is longevity training. This includes diet, nutrition, supplements and holistic longevity approaches such as infrared saunas, vitamin therapies, mind-body practices and hormetic stress. Fitness for longevity is evolving. It is moving beyond peak performance and toward a holistic approach, encompassing various aspects of well-being and quality of life. It is not just about living longer but living happier and healthier as well; things everyone desires,”
– Victor Brick, Ohana Growth Partners chief executive officer.
“ This is a great topic that we need to take very seriously to maintain our spot as the No. 1 HVLP gym in the industry! Fitness is no longer solely about traditional workouts. There’ s a significant trend toward holistic health, which includes mental well-being, recovery, nutrition and lifestyle optimization. Consumers are increasingly viewing fitness as part of a broader wellness journey.
How this might be creating a challenge for Planet Fitness:
• Our primary focus has been on accessible gym equipment and a welcoming workout space. Our Black Card Spa might often be seen as a separate amenity rather than integrated‘ recovery’ or‘ wellness’ components of a holistic fitness plan.
• Members who are deeply invested in holistic wellness might seek out facilities or services that specifically cater to recovery, mindfulness or advanced nutritional guidance, which aren’ t our core competency.
• In a market saturated with options, if we’ re perceived as‘ just a gym’ for working out, we might miss opportunities to connect with the growing segment of consumers who view health through a much broader lens.
How can we overcome this challenge:
• Continue to evolve our‘ Recovery Zone’ with dedicated stretching areas and basic stretching guides( perhaps via QR codes linking to app videos).
• Research accessible, low-maintenance recovery tools that could be added to select Black Card Spas. These would be value-added, not requiring significant space or staffing.
• Continue to enhance the Planet Fitness app to offer short, guided meditations or simple yoga / stretching sequences that members can do before or after their workout, promoting mental wellness as part of their routine.
• Collaborate with reputable, accessible nutrition or wellness platforms to offer discounted or exclusive digital content( e. g., simple healthy eating guides, stress reduction tips) to our Black Card members. This provides value without requiring us to become nutritionists.
• Use subtle in-club signage and app notifications to remind members about the importance of recovery, hydration and healthy eating as part of their fitness journey.
By actively addressing these trends, we can ensure Planet Fitness remains highly relevant, continues to attract new members and retains our existing membership base by evolving our offerings in line with consumer expectations, all while maintaining our core identity and value proposition,”
– Hasan Hammad, CFO at Eclipse Fitness Group.
“ It seems the recovery element of fitness is going mainstream. Recovery used to be a luxury, but based upon the consumer today, it appears a leader. Sauna, cold plunge, etc. seem to be big asks,”
– David Rubin, vice president of Cambridge Investors.
“ I’ m most interested in AI and smart tech. AI fitness apps and wearables offer tailored workouts, real-time form corrections and data-driven coaching. This allows anyone to feel like they have a dedicated personal trainer with them for every workout,” – Kate Klein, vice president of marketing at Houston Fitness Partners.
“ Not really focusing on anything in the fitness world right now other than keeping our Planet Fitness locations running the way they should be and staying on top of all of the changes coming from PFCSC and new competition in our areas,”
– Cecelia Newman, president and managing partner of Gym Management Services. G
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