Taymax Group, one of the largest Planet Fitness operators with more than 150 locations, offers a case study in how to deploy capital to revamp big-box gyms for the modern era
Planet Fitness earned its place as the United States’ largest gym chain by keeping fitness approachable and affordable.
But the high-value low-price (HVLP) blueprint is quickly shifting as consumer priorities change and competition grows. Strength training has become the leading workout method, younger members are driving many of today’s fitness trends and recovery amenities that once lived in boutique studios are now expected even at value gyms.
To compete, franchisees aren’t just refreshing machines and repainting; they’re upgrading the entire member experience.
Taymax Group, one of the largest Planet Fitness operators with more than 150 locations across the U.S. and Canada, is showing how reinvestment can play out in meaningful ways.
The franchisee recently completed a $7 million reinvestment across four Nashville-area clubs, modernizing the facilities with new equipment, new recovery amenities and dedicated turf areas for functional training. It’s more than a remodel. It’s a case study in where the HVLP category is heading and how capital improvements directly influence retention and member sentiment.
Why Taymax Reinvested Now
Taymax’s reinvestment followed signals from its Nashville market, where demand has continued to build alongside rising interest in health and wellness. It’s a pattern playing out beyond Tennessee as men and women learn about the longevity benefits of strength training, GLP-1 consumers look to preserve lean muscle mass and Gen Z turns to the gym as a place to gain muscle and socialize.
Taymax CEO Timothy Kelleher points back to those early days to frame why the moment felt right for a deeper investment.
“Since opening our first club in Nashville in 2012, the community has warmly welcomed Planet Fitness,” he says. “With increased awareness for health and wellness, our focus is on club format optimization and increased strength equipment to meet the evolving needs of today’s consumer. And the feedback has been overwhelmingly positive.”
Taymax also plans to use data from its Nashville clubs to guide what comes next.
“We’re continuously tracking member usage patterns, demographics and club size to inform and refine the design and the layout of future upgrades and new locations, ensuring our spaces meet evolving member needs,” Kelleher says.
The Upgrades That Changed Member Behavior
The most eye-catching number is at the Madison, Tennessee location, where member check-ins jumped 38% in the first six months after the remodel. For a gym of Planet Fitness’s scale, that kind of response demonstrates a meaningful shift in how members are using the space.
Kelleher sees the updated equipment and the additional space for functional training areas as the drivers of that early momentum.
“Our members continue to be excited about plate-loaded equipment and more space for functional training areas,” he says. “In addition, the renovated Black Card Spa enhanced the value proposition of our higher-tier membership, the PF Black Card.”
Strength is now central to how Planet Fitness competes. In 2024, the gym giant said it would bring new plate-loaded equipment to nearly all U.S. clubs in 2025, including pieces like the Magnum Supine Bench Press, Hack Squat and Seated Calf Machine.
A mix of functional space and recovery is increasingly attractive for HVLP consumers. Turf areas let members build workouts around movement patterns rather than machines, while plate-loaded pieces reflect what members see on social media and in strength influencers’ programs. Planet Fitness’s Black Card Spa also continues to be a proven retention tool as recovery becomes part of the weekly routine for gym-goers.
A Major Jump in Member Sentiment
The surge in activity is showing up in member sentiment as well. Taymax’s Net Promoter Score rose 46%, placing it among the top scores in the entire Planet Fitness system. For gym operators, NPS has become one of the clearest indicators of long-term retention and member advocacy.
“The member experience starts with our exceptional team members who deliver best-in-class customer service,” Kelleher says. “The updated layouts and equipment at these clubs allow our Planet Fitness team members to highlight new amenities like our squat rack and functional training zones. Together, our team and these enhancements are driving positive results.”
Why Recovery & Functional Training Matter in HVLP
Recovery spaces and functional turf zones were once reserved for boutique studios or mid-tier clubs. Their arrival in HVLP gyms reflects a wider shift in consumer behavior where members expect multi-modal experiences under one roof.
On the corporate level, Planet Fitness is also pushing its premium tier forward. The company has been testing dry cold plunge and red light therapy as potential additions to the Black Card Spa and plans to raise the membership price to $29.99 a month after the 2026 peak join season.
Reinvestment as a Competitive Strategy
Reinvestment cycles are becoming a defining strategy in the HVLP category. Instead of relying on low prices, operators are signaling they are staying aligned with member expectations.
“Reinvestment into existing locations ensures our clubs remain modern and inviting,” Kelleher says. “By continually updating our clubs, we demonstrate to members and the community our dedication to delivering a high-value experience that meets evolving consumer expectations.”
A version of this article originally appeared in ATN’s “Franchise Landscape” report, which breaks down the business of fitness and wellness franchising, drawing on interviews, executive-level insights and new market data. Download the free report.
