franchisee sp tlight
Don Thomas
2023 Issue 3 | GearedUp
Don Thomas , assistant president and
CEO of the Arthur H . Thomas Companies , became a Planet Fitness ® franchisee in 2008 alongside his youngest brother , Art . The brothers have been involved in a variety of successful retail and commercial property acquisitions and development ventures since 1983 , but something about the PF ® brand caught their eye .
“ We were looking for a retail opportunity that combined health and wellness and personal services ,” Don said . “ After checking out other franchisors in the fitness club arena , we selected Planet Fitness .”
For Don , the way the Judgement Free Zone ® is put into practice through friendliness , cleanliness and the positive , non-threatening / non-intimidating environment is what stands out most about Planet Fitness .
After being with the brand for 15 years and owning seven clubs across New Jersey and Pennsylvania , Don has seen several changes in both the company and the industry as a whole throughout the years . “ The biggest change is the increasing use of technology for both improved equipment and operating systems operations and the important interface with our individual members and our services ,” he said .
In that 15-year tenure , Don has also taken note of the challenges and opportunities that franchisees have faced . The rise of competition in various shapes and forms , including home-based technologies , and the increasing costs of operations from supplies , equipment , labor / contract services and inflation are among the most pressing challenges currently facing the system , he believes .
“ Our biggest and best opportunity is to provide more options of plans / packages and rewards to our members for their loyalty ,” he said . Loyalty reward ideas Don feels the brand should consider include family plans ; small employer health / wellness plans ; and school or community-based plans for teachers , first responders and retailers .
“ Our biggest and best opportunity is to provide more options of plans / packages and rewards to our members for their loyalty .”
– Don Thomas
Going forward , Don has many plans for his clubs and the franchisee community , such as increasing first-name personal relationships with members ; fine-tuning the requirements for re-equips and remodels ; and improving the equipment mix and layouts of clubs for ease of use by members and availability based on local community expectations . By currently serving on the PFIFC Vendor Management Committee , Don is actively working with a talented group of experts to turn some of these goals into a reality .
Don speaks highly of his peers and the franchisee community . “ The wealth of personal life and business experience , combined with a strong sense of commitment to serve others daily and make their lives better , is a unifying life-invigorating environment that makes our PF community very special ,” he said .
Interacting with all types of people – whether members , guests , team members or local community contacts – is Don ’ s favorite aspect of operating PF clubs . “ They are the lifeblood of our business ,” Don said . “ Meeting with them and sharing their personal health and wellness goals and how we can help them achieve those results is a very rewarding use of time and effort .”
Don also takes great pride in his family . He and his wife have been married for 59 years and have three adult daughters – whose ages he is no longer permitted by them to disclose – and six grandchildren . He also has two younger brothers . “ My brothers and I have worked together now on several successful business ventures since 1983 ,” he added .
Don enjoys creating business opportunities and providing good jobs and employment opportunities . Outside of the business , he enjoys “ improving the health and wellness of others , being of service to people when there are needs to be met and sharing the love of Jesus in tangible ways to others on my life journey .” G
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