2018 Issue 1 | GearedUp

In the first part of last year, PFIFA played an integral role in the Rebateto-Royalty negotiations and was able to achieve franchisee-friendly changes to the Franchise Agreement, Area Development Agreement and Franchise Disclosure Document. PFIFA helped establish and participated in the Supply Chain Negotiating Team( SCNT), along with advocating for the re-constitution of the Marketing Committee. Our members also took on active roles on the Marketing Committee, FAC TECH Committee, Equipment Negotiating Team( ENT) and other corporate committees.

Communication with our membership was also elevated to a new level in 2017. The association engaged Ellis Strategies public relations firm, launching the weekly PFIFA Pulse newsletter. In addition, we conducted our second systemwide Franchise Business Review survey and hosted a second successful Franchisee Convention in Orlando, Florida.

While we had much to celebrate, the franchisee community was impacted heavily in 2017 by natural disasters. Once again, the association was there, assisting Dave Leon and PFHQ in the creation of the PF Disaster Relief Fund. By working together, there are no limits to what the Planet Fitness ® system can accomplish.

As we go forward into the new year, I look at the positive gains made in 2017 in the relationships PFIFA maintains with the FAC and C-suite representatives at corporate. We have come so far in a year with

regard to those partnerships and the collaboration between

PFIFA, PFHQ and FAC. We are excited about the amazing opportunities that lie ahead.

That’ s why we’ ve chosen the theme of Together Toward Tomorrow for the 2018 PFIFA Franchisee Convention May 31-June 2 in San Diego, California. We have a powerful agenda aimed at impacting you and your business in the areas of member retention, small-market development and growth strategies, tackling the competition, innovation and more. In addition to networking with fellow franchisees, there will be plenty of time to learn more about our vendor partners’ products and services in what is sure to be a sold-out show!

We will close our event with an amazing and inspirational keynote presentation from Marcus Luttrell, former Navy SEAL and the real-life hero behind the bestselling book and blockbuster movie“ Lone Survivor.” Following Luttrell’ s address, please join us for our captivating closing event aboard a private yacht on a cruise around the San Diego Bay. Be sure to register now at http:// www. cvent. com / d / rtq2rg. We also look forward to seeing everyone in Las Vegas in March for the PF annual conference!

But along with the exciting new events on the horizon, the future also includes exciting initiatives as well. With 2017 behind us, we want to carry our momentum forward into 2018 and beyond. Our focus will continue to be on long-term goals that benefit Planet Fitness and you, our members. For 2018, PFIFA’ s strategic priorities include:

• Focus on unit-level profitability and the use of the SCNT to drive down costs;

• Focus on innovation to drive member engagement and growth;

• Advocate for a documented process

for pilots, data-driven decision-making, and proven ROI for PFHQ mandates such as equipment, construction, technology, marketing, etc.;

• Advocate for a research and development budget and staff to support new initiatives;

• Create a thoughtful plan for new club development, while continuing to analyze impact policy and penetration trends;

• Continue developing a positive working relationship with PFHQ and FAC; and

• Improve communication of PFIFA’ s value proposition to operators of all sizes. As always, PFIFA is here as your advocate, and we want to hear from you. Please continue to call or email with your feedback. I look forward to seeing you all in San Diego!

Sincerely,

Stan DeMartinis Jr. PFIFA President

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