Marketing Mix Of Planet Fitness and 7Ps (Updated 2024)

The Marketing mix of Planet Fitness analyses the 7Ps of Planet Fitness, which include the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Planet Fitness. Planet Fitness’ marketing mix strategy framework has helped the company create a marketing plan relevant to its desire to attract new customers and business in the market. It is a fitness club whose success depends upon the number of members and the revenues it generates. As the brand faces stiff competition from several established competitors, it has decided to create something different at low cost and affordable prices for its users that aligns with individual needs and preferences.

The marketing mix elements of Planet Fitness – The Judgement Free Zone focuses on attracting new members, providing a safe and supportive atmosphere, a non-intimidating judgment-free zone, and access to fitness equipment, introducing users to a suitable exercise regime, offering additional benefits and encouraging customers to use all the available services by creating a viable marketing plan that will achieve the set targets, attract online traffic and gain better market share in the fitness industry.

About Planet Fitness Inc.

• Origin Country: United States of America
• Founders: Michael Grondahl, Marc Grondahl and Rich Berks
• Founded: 1992
• Headquarters: Hampton, New Hampshire, U.S.
• Employees in 2023: 2,795
• Annual Revenue in 2023: 0.281 billion USD
• Net Income in 2023: 0.099 billion USD
• Market Cap in 2023: 6.94 billion USD

The American company Planet Fitness Inc. is an operator and franchisor of fitness centers. The brand markets itself as a “Judgement Free Zone” and has become quite popular amongst fitness enthusiasts and freaks who love to exercise and work in gyms.

Planet Fitness- Judgement Free Zone is one of the largest fitness clubs operating on a franchise model based on the number of physical locations and members. The health club caters to the needs of casual, first-time gym users or veteran gym members who love workouts and hard work and focus on various fitness equipment and health exercises.

The Planet Fitness – Judgement Free Zone provides a comfortable and peaceful workout environment encouraging members so that all the old and new members can achieve their fitness goals. There are trained employees to inspire and guide the members. All Planet Fitness members can take advantage of the free Fitness training the health club offers.

Planet Fitness Product Strategy

Planet Fitness facilities focus on enhancing the health of its customers by creating high-quality and beneficial fitness programs in a welcoming ambiance that they call a judgment-free zone.

The success of a fitness facility depends greatly on the products or fitness equipment in the gym and how the trained staff can improve the performance of the customers with the equipment tutorials and the help of these resources.

Planet Fitness ensures its trained staff is always at hand to help casual customers, professionals, and fitness freaks.

Planet Fitness, known for its affordable and accessible fitness centers, offers a range of products and services within its business model.

The new Product Mix of Planet Fitness in 2024 is as follows (Source).

1. Membership Options: Planet Fitness is known for its low-cost membership options. They usually offer different tiers, such as Basic Membership: Which often includes access to one specific Planet Fitness location and fitness training; Black Card Membership: This premium membership usually provides additional benefits like access to any Planet Fitness location, guest privileges, use of tanning and massage chairs, and sometimes discounts on other products and services.
2. Fitness Equipment: The gyms have a wide range of cardio machines, strength training equipment, and free weights. They often have an abundance of treadmills, ellipticals, stationary bikes, and strength machines to cater to a broad clientele.
3. Group Fitness Classes: Some locations offer group fitness classes as part of the membership, although this can vary by location. These classes may include beginner-friendly workouts catering to various fitness levels.
4. Personal Training: Planet Fitness often provides personal training services as part of the membership or for an additional fee. These services typically include personalized workout plans and one-on-one coaching.
5. Additional Amenities: Depending on the location, Planet Fitness may offer additional amenities like tanning beds, massage chairs, and hydro massage beds, particularly to Black Card members.
6. Merchandise: They often sell branded merchandise such as workout apparel, bags, water bottles, and other fitness-related accessories.
7. Online Resources: Planet Fitness provides online resources like workout videos, fitness tips, and nutrition advice, beneficial for those who prefer to exercise at home or need guidance outside of gym hours.

Planet Fitness Pricing Strategy

Planet Fitness’s strategic pricing model aligns perfectly with its brand identity as an accessible, non-intimidating fitness destination. This pricing strategy is critical to its market appeal, customer satisfaction, and competitive edge:

1. Tiered Membership Structure: Planet Fitness caters to a diverse customer base by offering multiple membership tiers. The base tier provides extremely affordable access, embodying the brand’s commitment to inclusivity. The premium tier, typically the Black Card membership, is still competitively priced but offers additional benefits, targeting those seeking extra value.
2. Psychological Pricing: Planet Fitness leverages psychological pricing tactics, such as setting membership fees below whole numbers (e.g., $9.99 instead of $10). This approach makes the cost appear significantly lower in the minds of consumers, enhancing the perceived value for money.
3. Low-Cost Leader Strategy: Planet Fitness strategically undercuts competitors on price as a low-cost leader in the fitness industry. This pricing strategy attracts budget-conscious consumers and demystifies gym culture, appealing to a broader audience, including fitness novices.
4. No Long-Term Commitment: By offering month-to-month memberships without long-term contracts, Planet Fitness positions itself as a low-risk option for consumers. This flexibility is particularly appealing in an industry where long-term contracts are the norm.
5. Promotional Offers and Free Trials: Regular promotional campaigns, such as free trials or discounted registration fees, are key entry points for new members. These promotions are strategically timed, often around New Year’s or summer, capitalizing on peak times when people are most motivated to begin fitness routines.

Planet Fitness Place Strategy

Planet Fitness – Judgement Free Zone operates on a franchisee business model and has spread its presence to 1,500 locations in the United States, Australia, Canada, Dominican Republic, Mexico, and Panama with the help of 2,400+ fitness centers and nearly 17 million members.

The brand’s marketing efforts have helped create a marketing plan that ensures all the fitness clubs or gyms are located strategically and cleanly to attract as many customers as possible. In most traditional gyms, the facilities are nearly 20,000 square feet in area with yellow and purple Fitness branded equipment. The friendly and helpful staff members and trainers promote the business by offering unlimited fitness instructions free of cost to all the members via the PE@PF Program.

The casual and first-timer customers can take advantage of the judgment-free zone, which has a non-discriminating ambiance to make customers comfortable. In 2015, the judgment-free zone policy was expanded to set an example for competitors and promote gender equality. From there on, transwomen were allowed to use the women’s locker room which until then was prohibited.

Here’s the place strategy of the Planet Fitness app.

1. Widespread Accessibility: Planet Fitness strategically locates its gyms in easily accessible areas, often in shopping centers or near residential neighborhoods. This placement ensures convenience for a broad base of customers, enhancing the appeal to those seeking a gym close to home or work.
2. Cost-Effective Locations: They often choose locations that allow cost-effective operations, such as second-generation retail spaces. This approach lowers overhead costs, contributing to their ability to offer low membership fees.
3. National and International Presence: Planet Fitness has expanded its footprint internationally across the United States. This expansion strategy has allowed them to tap into a diverse market, bringing their brand to a global audience.
4. Franchise Model: Many of their gyms operate on a franchise model. This strategy allows for rapid expansion and localized management while maintaining brand consistency and service quality.
5. Community Integration: Planet Fitness aims to integrate its facilities into the local community, participating in local events and offering community-based programs. This approach helps build a loyal customer base and enhances local brand recognition.

Planet Fitness Promotional Strategy

Planet Fitness has adopted several promotional digital marketing tools to create brand awareness and target its customers in the industry. Some of the prominent promotion activities are as follows-

Influencers and Social Media Platforms

This is the age of social media, digital platforms, and influencers with much say over their followers. Planet Fitness shares viable content over social media sites like Facebook and Instagram to connect with its audience. It also takes help from influencers who promote the brand and products through their accounts on Facebook and other sites.

Host Workshops

Planet Fitness hosts workshops to introduce new nutrition, Fitness, and health concepts and marketing strategies to every new member. Clubs must introduce and host mindfulness practices and encourage healthy eating habits for overall growth; this is what Planet Fitness does to maintain its individuality in the industry.

Referral Programs

The brand has an ongoing referral program where members can refer friends, friends, and family for one free month through the PF App. It is a cost-effective promotion tool that has taken the brand forward in these competitive times.

Website

The brand has a dedicated website where it promotes the brand through digital campaigns and customer activities through the Planet of Triumphs online community. The members share their stories on the website, which inspires others to join and become a part of the club.

Sponsorships

The promotion and marketing strategy and marketing mix of Planet Fitness understands the value of sponsorships to increase brand visibility in the industry. Over the years, the brand has entered into several sponsorship deals. For example, the brand sponsored NBC’s reality show, The Biggest Loser, in 2011 and entered into a partnership deal with 50 Cent to sell their energy drink, Street King. Planet Fitness was the fitness sponsor of New Year’s Rockin’ Eve and Joey Logano. In 2020, the brand partnered with The Biggest Loser to officially sponsor 2020 Reboot.

Philanthropic Activities

Planet Fitness has entered a partnership with STOMP Out Bullying, an organization that tries to prevent bullying. The brand has donated more than 1 million to Boys and Girls Clubs of America, 130 scholarships to youths, and 35 mini-judgment-free Zones as a part of its philanthropic initiatives.

Planet Fitness Slogan

The marketing efforts and promotion strategy of the Planet Fitness business have made sure that its slogan is aligned with the company’s values. The company promotes healthcare through a healthy lifestyle, including regular gym exercise. It is imperative to have a non-intimidating environment and a high-quality fitness experience so members can use the available facilities and amenities peacefully.

The company slogan, “Judgement Free Zone’ matches perfectly with the mission and vision of the brand as it wants to encourage customers to take advantage of the available facilities without the fear of being judged for their efforts.

Some Recent Video ads and Print ads for Planet Fitness are:

https://youtu.be/4kxweDiucoI

Planet Fitness People Strategy

The “People” component of the Service Marketing Mix for Planet Fitness is crucial in shaping the customer experience and differentiating the brand in the highly competitive fitness industry. Here are some key points regarding the “People” aspect of Planet Fitness:

1. Customer-Centric Staff: Planet Fitness staff are trained to be customer-centric, focusing on creating a welcoming, supportive environment for members of all fitness levels. This includes both front-desk personnel and fitness trainers.
2. Judgement Free Zone® Philosophy: One of Planet Fitness’s core brand promises is its Judgement Free Zone®. This philosophy is embodied by its employees, who are expected to provide a non-intimidating, inclusive environment that encourages members to pursue their fitness goals at their own pace.
3. Certified Trainers: Planet Fitness offers access to certified fitness trainers who provide group fitness instruction and help design personalized workout plans. These trainers are key to the Planet Fitness experience, assisting members safely and effectively using the equipment and maintaining motivation.
4. Employee Training and Development: Planet Fitness invests in the training and development of its staff to ensure they are knowledgeable about fitness and customer service. This includes ongoing education on the latest fitness trends and health and safety protocols.
5. Diverse and Inclusive Staff: Reflecting the diversity of its membership, Planet Fitness aims to hire a diverse workforce. This inclusivity helps create an environment where all members feel welcome and represented.
6. Staff Engagement and Satisfaction: Planet Fitness emphasizes staff satisfaction and engagement, recognizing that happy employees lead to happy customers. Maintaining a positive work environment contributes to the overall quality of service.
7. Member Services Team: Beyond the in-club staff, Planet Fitness also has dedicated member services teams that handle inquiries, feedback, and issues to ensure member satisfaction and retention.
8. Community Involvement: Employees at local Planet Fitness clubs often participate in community events and initiatives, further reinforcing the brand’s commitment to social responsibility and building a positive public image.
9. Brand Ambassadors: Staff and trainers often serve as brand ambassadors, embodying the company’s values and promoting its services through various channels, including social media and community events.
10. Feedback Loop: There is an active feedback loop where employees are encouraged to share insights and observations from members to management, facilitating continuous improvement in services and customer experience.

Planet Fitness Process Strategy

The “Process” component of the Service Marketing Mix for Planet Fitness refers to the systems and procedures that deliver the service to customers, ensuring efficiency, quality, and satisfaction. Here are key points highlighting the Process aspect at Planet Fitness:

1. Membership Signup and Onboarding: The process is streamlined for ease, allowing members to sign up online or in the club. New members receive a comprehensive orientation to familiarize them with the facilities, services, and the Judgement Free Zone® philosophy.
2. Use of Technology: Planet Fitness leverages technology to enhance the customer experience, including a user-friendly website and mobile app. These platforms enable members to manage their accounts, sign up for classes, and access fitness training programs.
3. 24/7 Operations: Many Planet Fitness locations operate 24/7, allowing members to work out at any time that suits their schedule. This accessibility is a key part of the service process.
4. Health and Safety Protocols: Maintaining a clean and safe environment is paramount. Planet Fitness implements rigorous health and safety protocols, including regular cleaning schedules, maintenance of equipment, and compliance with local health guidelines.
5. Equipment Orientation and Safety: Certified trainers offer new members an equipment orientation to ensure they know how to use the machines safely and effectively, contributing to a positive experience and reducing the risk of injury.
6. Customer Service and Support: The process includes dedicated customer service, both in-club and through other channels (phone, email, social media), to address queries, feedback, or issues promptly.
7. Feedback Mechanisms: Planet Fitness has mechanisms to collect and respond to member feedback, including surveys and suggestion boxes, enabling continuous improvement in service delivery.
8. Personal Training Sessions: The process for personal training sessions is designed to be flexible and accessible, with trainers working with members to schedule sessions that fit their routines and goals.
9. Club Cleanliness and Maintenance: A significant part of the process is the ongoing cleanliness and maintenance of the facilities, ensuring a pleasant and hygienic environment for members. This includes regular cleaning of equipment, locker rooms, and common areas.
10. Membership Cancellation: Planet Fitness aims to make the cancellation process as straightforward as possible, with transparent terms and conditions to ensure transparency and maintain goodwill with past members.
11. Community Engagement: The process extends beyond the gym, with Planet Fitness engaging in community events, wellness programs, and charitable activities, enhancing brand perception and member satisfaction.
12. Continuous Improvement: Planet Fitness continually reviews and refines its processes based on member feedback, market trends, and technological advancements to ensure service delivery remains efficient, effective, and aligned with customer expectations.

Planet Fitness Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix for Planet Fitness encompasses the tangible and intangible elements that customers experience, contributing to their perceptions and satisfaction. Here are key points highlighting the Physical Evidence at Planet Fitness:

1. Branding and Interior Design: Planet Fitness is known for its distinct purple and yellow color scheme, which is consistently applied across all locations. The interior design, signage, and layout are designed to be welcoming and non-intimidating, reinforcing the Judgement Free Zone® philosophy.
2. Cleanliness and Maintenance: The cleanliness of the facilities is a critical aspect of physical evidence. Equipment, locker rooms, and common areas are kept clean, with maintenance routines to ensure all equipment is in good working order.
3. Equipment and Facilities: The variety, quality, and availability of fitness equipment are key physical evidence. Planet Fitness provides a wide range of cardio machines, strength equipment, free weights, and facilities like locker rooms and showers that meet high standards of functionality and hygiene.
4. Membership Card and Brand Merchandise: The membership card, branded apparel, and accessories serve as physical tokens of belonging to the Planet Fitness community. These items are designed with the recognizable brand logo and colors.
5. Signage and Communication: In-club signage, including motivational quotes and guidelines for behavior (e.g., “lunk alarm”), serves as both directional aids and reminders of the club’s culture and policies.
6. Digital Presence: The website, mobile app, and social media platforms are considered part of the physical evidence through the digital lens. Their design, usability, and content quality reflect the brand’s commitment to accessibility and member engagement.
7. Atmosphere and Ambience: The overall atmosphere, including lighting, music, and temperature, is carefully curated to enhance the workout experience, making it enjoyable and energizing for members.
8. Safety Measures: Visible safety measures, such as emergency exits, first aid kits, and cleanliness protocols (especially in response to health concerns like COVID-19), contribute to a sense of security and care.
9. Customer Service and Staff Presence: The staff’s professionalism, attire, and behavior are crucial forms of physical evidence. Employees are easily identifiable and present a friendly, helpful demeanor that aligns with the brand’s values.
10. Community Board and Event Notices: Boards displaying community events, member achievements, and other notices foster a sense of community and provide tangible evidence of the club’s involvement and interest in its members’ well-being.
11. Feedback and Testimonials: Displayed testimonials and success stories within the club or on digital platforms prove the brand’s impact on its members’ fitness journeys.
12. Accessibility Features: Features such as wheelchair accessibility, equipment spacing for ease of movement, and clear signage contribute to an inclusive environment, showcasing the brand’s commitment to serving members with diverse needs.

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