2025 Issue 3 | GearedUp |
As September comes to a close, I want to take a moment to reflect on the progress Planet Fitness ® and the PF Independent Franchisee Council( PFIFC) have made through the first three quarters of 2025. Earlier this month, the Executive Committee had the opportunity to meet with the Planet Fitness Club Support Center( PFCSC) Executive Leadership Team in Boston, and the PFIFC Board of Directors held its quarterly in-person on the heels of that meeting for a robust discussion on the outcome of the ELT conversation. What stood out most – beyond the desire for collaboration and level of transparency – was the substance that defined the discussions. These weren’ t just surface-level conversations – they were meaningful exchanges where ideas were shared, questions asked, and solutions proposed. That kind of partnership is unheard of in franchising, but it is essential as we navigate the future of the brand. That future became even more tangible in the wake of the recent vote to shift an additional 1 % to the National Advertising Fund( NAF). Chief Marketing Officer Brian Povinelli has taken clear steps toward providing the level of insight and accountability franchisees have long been asking for. For example, the Marketing Committee received a comprehensive look at the 2026 promotional calendar, including a detailed plan with actual dollar allocations across the year and a prioritization of months where national marketing efforts will be most concentrated.
Perhaps more importantly, Brian also offered a deeper look at the NAF budget
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itself – presented in a way that aligned with specific requests from the PFIFC’ s Ad Fund Finance Committee. Transparency has been a recurring theme in our conversations with PFCSC and the marketing leadership, and we are encouraged by the progress.
Marketing, however, is just one piece of the larger picture. The information shared with the Executive Committee in Boston painted a broader story of a brand that is evolving across multiple fronts. We had the opportunity to hear about ongoing efforts to better understand the current and a re-imagined economic model with greater alignment. We also discussed refining unit economics, an important exercise that will ultimately strengthen our businesses over the long term. Beyond the numbers, PFCSC is also actively exploring equipment and amenities within the four walls, along with the store design itself. Branding and value engineering are critical areas that shape both the member experience and our ability to operate efficiently. While there’ s more to come, the early insights were exciting and reinforce the sense that the franchisor is taking a holistic, forwardlooking approach to brand development.
Much of this will be shared with the broader franchisee community in just a few weeks at the PFCSC Huddle in Miami. Without giving too much away, I can say that it will be an event worth attending. The Huddle is always an important time for the PF ® network to gather and hear directly from corporate leadership, but this year feels especially significant given the scope of what’ s underway. In conjunction with the Huddle, the PFIFC will also hold its franchisee meeting on Wednesday, Oct. 29, and we
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look forward to hearing your feedback and answering any questions you may have.
Make no mistake: The future looks bright. We believe 2026 will be a pivotal year for the brand in more ways than one. The recent NAF vote was just one step in a much larger process of transformation, positioning Planet Fitness to compete more effectively and to deliver even greater value to members and franchisees alike.
I look forward to what will be shared at the Huddle and to how 2026 unfolds. See you in Miami!
Sincerely,
Scott Sanders PFIFC President
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