Planet Fitness Targets New Members with Strength Equipment

On the cusp of a new year, Planet Fitness has unveiled a limited-time offer for its U.S. gyms, reaffirming its strength training strategy

Planet Fitness has committed to becoming the top fitness operator for the most dedicated gym-goers and is already delivering on its promise.

The fitness giant has kicked off a limited-time offer just in time for New Year’s resolutions and plans to continue adding new plate-loaded strength equipment to nearly all U.S. locations in 2025, driven by the rising interest in strength training.

The new strength-focused equipment — which includes the Magnum Supine Bench Press, Hack Squat and Seated Calf Machine — has already been added to more than 1,700 Planet Fitness clubs.

“Consumers are seeking more options for strength training as their fitness needs evolve, and Planet Fitness is a place where everyone can get strong and achieve their goals in the New Year,” Planet Fitness chief brand officer Jamie Medeiros said. “We offer a high-value fitness experience, with a wide variety of both strength and cardio equipment, ensuring everyone can work out their way.”

In addition to its equipment initiatives, new Planet Fitness CEO Colleen Keating outlined a broader marketing strategy for the fitness franchisor on a call with investors last month.

“We’re beginning the shift to communicating the high value of a Planet Fitness membership versus primarily focusing on our low price and using our marketing to demonstrate the breadth of high-quality top-tier equipment in our club,” Keating said.

Prospective Planet Fitness members can now sign up at any U.S. location through January 10 for just $1 down and $15 per month, with the flexibility to cancel at any time.

“We encourage everyone to take advantage of our limited-time membership offer and join our inspiring and supportive fitness community where everyone can grow stronger together,” Medeiros continued.

While the high-value, low-priced operator’s new join offer gets underway, Planet Fitness is gearing up to celebrate its tenth year as presenting sponsor of the Times Square New Year’s Eve celebration and is headed into 2025 with a strong start, according to analysts.