Planet Fitness (abbreviated as PFIP LLC) is an American fitness center chain. The franchisor has 2,039 sports clubs and is one of the largest organizations in terms of the number of members. Its gyms are located worldwide: in the United States, Australia, Mexico, Panama, the Dominican Republic, and Canada. It is headquartered in Hampton, New Hampshire. As of 2021, this is one of the fastest-growing franchises in the United States. The time of its appearance is 1992. The founders are Michael and Marc Grondahl.
Meaning and History
It all started when members of the Grondahl family bought the Gold’s Gym from Dover, which was experiencing serious financial problems. They renamed the franchise Coastal Fitness, closed the previous gym location, and opened a new one. Michael and Marc then recruited another business partner (Rick Berks) and renamed the organization Planet Fitness in 1994. Berks named her after his daughter’s school project. So there was a radical turn in the development of the fitness network.
The owners focused on the casual goer segment rather than specialized bodybuilders. They breathed new life into the center so that everyone could come to the gym and work out, warm up, lose weight. As a result, the sports brand has renewed its concept, atmosphere, style, appearance, and identity.
But the inexpensive and accessible business model of the hall, where everyone can go, has irritated those who are regulars at such places. Therefore, in 2010, Men’s Health magazine named Planet Fitness the worst gym in the United States. Another dissatisfaction with weightlifters and bodybuilders is associated with the ban on certain strength exercises on this site. However, despite the attacks of the “pros,” the franchise continued to develop and expand, going beyond one country. In 2019, its branches appeared in Australia.
In 2016, the American Franchise Times named Planet Fitness the fastest and most responsible chain, giving it number 1 on its list. At the same time, Forbes magazine gave it 4th place, bringing the brand to a very high level and making its simple logo widely recognizable. It includes a successful combination of text and graphics, executed in the same style – serious but not aggressive.
The franchise uses gear as a sign of visual identity. It is massive, large, wide. This element symbolizes the opportunity for everyone to become fit and physically strong through diligence – exercises performed mechanically. In addition, the gear is a key element of all kinds of simulators, which without it would turn into a non-functional pile of metal. That is, a very large semantic load is hidden in this detail.
A hand with a thumb extended upward passes through the slit in the logo. With this gesture, people usually convey a positive attitude, approval, and support to those around them. This is how the network of sports centers clarifies to potential clients that its halls have a great and cool atmosphere. The middle of the gear is highlighted with a dark purple ring. The line is rough, with jagged edges. All elements are overlaid with a white inscription, executed in lower case with large serifs. And the outstretched hand, and the thumb, and the circle are grainy, which adds dynamics to the emblem.
Font and Colors of the Emblem
The name Planet Fitness is typed in a classic typed typeface. The letters are straight, of the same size, and are in lower case. They feature bold serifs reminiscent of wide exercise machine stands.
The color palette is quite varied and consists of black (used for the gear), on which the white lettering stands out perfectly. The signature palette also includes yellow (hand) and purple (center ring).