PLANET FITNESS EXPANDS AUSTRALIAN
OPERATIONS
Planet Fitness, one of the largest and fastest-growing franchisors
and operators of fitness facilities in the US, recently announced
significant expansion into Australia. The first two clubs are located
in Tuggerah and Gosford on the Central Coast of NSW, and a Casula
venue is slated to open in 2020.
Planet Fitness has signed an Area Development Agreement with
Bravo Fit Holdings which will bring a minimum of 35 Planet Fitness
locations to Australia in the coming years. Bravo is a joint venture
among US franchisees Bravo Fit and PF Growth Partners, as well
as Australian fitness operator, Dallas Rosekelly’s Galactic Fitness
Pty. The company has more than 14.1 million members with clubs
located in all 50 states of the US, the District of Columbia, Puerto
Rico, Canada, the Dominican Republic, Panama, and Mexico.
Commenting on the growth plans, Chief Development Officer
at Planet Fitness, Ray Miolla, said, ‘Australia represents a unique
opportunity to grow in a market that combines a favourable
operational environment, consumer affinity for US brands, a
desirable competitive landscape and an opportunity to develop a
large fleet of clubs.’
Source: Planet Fitness
The way we were…
Back in June 1995 the Club Network publication ran a piece by club consultant Sandy
Coffman that focused on the evergreen problem of attrition, and specifically on how to find a
silver lining in customer complaints:
“Our industry is plagued by attrition. Out of 68 percent of our members who leave our clubs,
only 4 percent bother to tell us why, the others just quietly quit. Professional communication
could be the answer.
To be professional in anything requires a good training program, and communication is no
exception. Three considerations in a communications program are: 1) Response, 2) Sincerity
and 3) Consistency.
Let’s examine one facet of communication we all have to deal with in our industry –
complaints. How do you handle complaints gracefully?
Firstly, let me say that complaints should be considered compliments! A complaint says,
“I care enough about you and your club and its policies affect me.” Complaints aren’t the
problem, apathy is what you have to worry about.”
NETWORK SUMMER 2019 | 9