The answer reshaped the entire business. First-time and casual gym-goers were turned off by the "look at me" attitudes common in traditional fitness centers, and they weren't willing to pay a premium just to give fitness a try. So Planet Fitness reimagined the gym experience from the ground up—changing both the attitude and the format—and created a low-cost, non-intimidating model that would go on to transform the industry. It became known as the Judgement Free Zone®: a welcoming, friendly community where anyone could feel comfortable, no matter their fitness level.

Today, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States, with more than 2,700 locations across all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, and Australia. Its mission remains the same: to enhance people's lives by offering an affordable, high-quality fitness experience in an environment where everyone belongs.

That purpose is built on a commitment to creating a more connected and Judgement Free™ planet, where fitness and wellbeing are within reach for all. Planet Fitness expands access through affordable memberships, diverse locations, and equipment variety; champions inclusion by fostering welcoming clubs, cultures, and communities; and pursues sustainability by working to leave a positive impact on the planet.

That philosophy extends well beyond the club walls. Through a multi-year partnership with Boys & Girls Clubs of America, Planet Fitness leads the Judgement Free Generation®—a signature initiative supported by its Club Support Center, franchisees, members, team members, and vendors. The program empowers young people through scholarships, community grants, and trauma-informed emotional wellbeing training, and delivers access to fitness through mini Judgement Free Zones® installed in Boys & Girls Clubs across the country.