NovoFit is an exciting and dynamic new company born from two of Australia’s leading commercial fitness equipment suppliers. NovoFit combines over 45 years of industry expertise, delivering state…read more
Planet Fitness planning Australian arrival with ‘Judgment Free’ clubs
USA-based fitness franchise Planet Fitness is apparently planning an entry to the Australian market.
The group, which has more than 1,700 clubs overseas, making it one of the largest fitness club franchises by number of members and locations, currently operates across the United States as well as in Canada, Dominican Republic, Mexico and Panama.
Reported to be the USA’s fastest growing fitness centre franchise, Planet Fitness is known for its non-competitive workout environment.
Marketing itself as a ‘Judgment Free Zone’ that caters to novice and casual exercisers, the gym enforces a strict rule system with no ‘grunting’ allowed and a policy of no bandannas, no jeans and no banging weights.
Australasian Leisure Management understands that the group has made site acquisitions in Sydney and has operational and franchising staff on the ground.
It is also believed to have forged a link with Planet Fitness Australia, headed by Managing Director/President Dallas Rosekelly, with which it has not previously been linked.
Based in Newcastle, Australia’s Planet Fitness operates five gyms in NSW’s Hunter region, the Central Coast and metropolitan Sydney.
Currently in the process of opening a sixth gym in Gosford, the group’s gym in the Sydney suburb of Tuggerah is believed to be set to adopt the branding of the USA’s Planet Fitness.
Rosekelly’s Planet Fitness operations have a similar culture to that of the USA-based group, with affordable memberships and non intimidatory environments.
Last year he told Hunter Valley magazine In Touch “(we offer) a brand of fitness centre that caters to everyone regardless of age, fitness level or socioeconomic status.”
Rosekelly advised that we have introduced “Planet Fitness’ Judgement Free philosophy into my clubs, so everyone can feel comfortable when they work out. If you have an ego, please leave it at the front door; we have no room for it in our fitness community.”
Planet Fitness co-founder and Chief Executive Chris Rondeau previously explained that, while most gyms cater to the roughly 15% of exercisers, Planet Fitness’s goal is to attract the much larger percentage of people who want to be healthier but may only use the gym a few times a month.
In an interview with Business Insider he advised “the rest of the industry is fighting over that 15% … we’re going for the other 85%.”
Planet Fitness and Planet Fitness Australia were asked for input for this item but had not responded at the time of publication.
Images: Planet Fitness ‘Judgment Free’ clubs (top, courtesy of Planet Fitness/Facebook) and Planet Fitness Australia class (below, courtesy of Planet Fitness/Facebook).
1st April 2019 - New Victorian program aims to end gym intimidation
12th March 2019 - New marketing strategies needed to drive ongoing growth of 24/7 gyms
25th November 2018 - Barry’s Bootcamp opens second Australian gym in Sydney CBD
28th August 2018 - Precor secures major contract with Planet Fitness
31st August 2017 - Snap Fitness offers ‘less intimidating environments’ for older exercisers
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
AQUASPIN™ - Aqua Cycling Aquaspin™’s sessions have been specially designed by our Master Trainer to be challenging yet fun group cycling sessions. Each session is tailored to…read more
Since 1989 Elite Pool Covers have designed and manufactured an extensive range of high quality affordable manual,semi-automatic and fully-automatic pool cover systems for the harsh Australian…read more
SICO is at the forefront in innovative mobile folding and rolling, space efficient tables, stages, dance floors and many other products which help our customers optimise their use of space. Image…read more
Solar Pool Heating & Swimming Pool Covers since 1974. Sunbather offer an Australian made product which undergoes continual development to enable you to trust in the Sunbather brand. We deliver a…read more
Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…read more
JonasLeisure offers a complete range of leading leisure and recreation software brands – envibe, Centaman, Gladstone Health & Leisure, The Retention People, Nutrition Complete and…read more
ETP Turf is a leading Australian specialty agronomic turf consultancy that supply a wide range of services and solutions for the professional turf market, Councils and sporting facilities. Our range…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!