Planet Fitness Reopens U.S. Franchising to New Investors Now

Planet Fitness Reopens U.S. Franchise Growth to New Operators

Planet Fitness is making a notable change to its U.S. franchise expansion strategy, creating opportunities for qualified new operators to enter a system that has largely relied on its existing franchise network for domestic development over the past decade.

The fitness brand recently welcomed Ian McClure, CEO of Gulf Coast Hotel Management, as a new franchise partner through three area development agreements covering Florida’s west coast. The agreements are expected to result in more than a dozen new Planet Fitness locations.

What makes the deal especially significant is not simply the number of clubs involved. It represents the first time in more than 10 years that Planet Fitness has awarded new U.S. area development rights to a franchisee entering the system without first acquiring an existing Planet Fitness operation.

Planet Fitness Looks Beyond Its Existing Franchise Base

For years, much of the brand’s domestic growth has come from established Planet Fitness operators adding locations, acquiring territories or expanding their existing portfolios.

That strategy has created a large base of experienced multi-unit franchisees while helping the company maintain consistency across its system. Now, Planet Fitness sees room to complement those operators with carefully selected new investors.

The change does not mean the company is broadly opening every available U.S. market. Instead, Planet Fitness is evaluating territories where demographics, development patterns and market conditions may support additional clubs.

That assessment has revealed expansion opportunities in areas that may not have previously been considered priorities.

Florida’s west coast is one of them.

Experienced Developer Becomes New Planet Fitness Franchisee

McClure brings a background that aligns closely with the type of sophisticated operator Planet Fitness appears interested in attracting.

Through Dallas-based Gulf Coast Hotel Management, he is involved in the development of more than 30 extended-stay hotel properties across Florida, Texas and Colorado. His broader real estate activities extend into numerous U.S. states and include experience in hospitality, retail and multifamily development.

That combination of real estate knowledge, multi-location development experience and operational infrastructure can be particularly valuable when building a portfolio of large fitness facilities.

Planet Fitness Chief Development Officer Chip Ohlsson has indicated that the company sees meaningful potential to introduce additional qualified franchisees as new market opportunities emerge.

Rather than replacing existing franchise partners, the strategy could give Planet Fitness additional development capacity while expanding the pool of operators capable of pursuing newly available territories.

Franchisees Remain Central to Planet Fitness Growth

Planet Fitness is already heavily dependent on franchising.

As of June 30, 2026, the company reported 2,930 clubs across its international system and approximately 21.5 million members. Around 90% of Planet Fitness locations are operated by independent business owners.

The franchise model also continues to account for most new unit development.

During the second quarter of 2026, Planet Fitness opened 23 clubs system-wide. Twenty-one were franchisee-owned, while only two were corporate locations.

That pattern reflects how important franchise investment remains to the company’s long-term expansion.

Planet Fitness is currently projecting approximately 180 to 190 new club openings across its system during 2026.

New Markets Could Create Fresh Franchise Opportunities

One factor behind Planet Fitness’ decision is the changing geography of U.S. population growth.

New residential development, suburban expansion and shifting population patterns have created communities that may now be large enough to support a Planet Fitness location even if those markets were not viewed as attractive development opportunities several years ago.

Changes in commercial real estate could also help.

Planet Fitness requires relatively large spaces for its clubs, making suitable retail properties an important part of development. As more second-generation commercial spaces become available in some markets, the company may gain access to sites that were previously difficult or expensive to secure.

Planet Fitness has also been refining club layouts and examining ways to improve its format, member experience and franchise economics as part of its broader growth strategy.

A Different Type of Franchise Opening

The latest move should not necessarily be interpreted as Planet Fitness becoming a traditional open-territory franchise opportunity available to any individual investor.

The Florida agreement suggests the company remains focused on substantial operators capable of building multiple locations.

McClure already manages development activity across several states and multiple real estate categories. His entry into the system provides an indication of the operational and financial profile Planet Fitness may favor when awarding major development territories.

For experienced multi-unit operators, hospitality groups and real estate investors, however, the reopening of development rights could create opportunities that simply were not available through the brand for many years.

Planet Fitness Expands While Protecting an Established System

Planet Fitness entered 2026 with considerable scale.

The company opened 181 clubs during 2025, including 158 franchisee-owned locations, and finished that year with 2,896 clubs system-wide.

Its decision to begin introducing new U.S. franchise partners suggests Planet Fitness believes its next stage of growth may require both existing operators and additional development capital.

The Florida agreements are the first major indication of that strategy taking shape.

If Planet Fitness continues identifying underdeveloped territories and makes more of them available to outside operators, one of the largest fitness franchise systems in the world could gradually become accessible to a new generation of multi-unit franchise investors.

Explore more about Planet Fitness Franchise opportunities.