In the ever-evolving fitness landscape, Planet Fitness continues to flex its dominance. The brand kicked off 2025 with a powerful performance, reporting a 6% increase in same-store sales in Q1, its strongest growth in recent quarters. But what's fueling this momentum? Look no further than one key indicator: record-breaking foot traffic.
Foot Traffic as a Predictor of Growth
Planet Fitness’ surge isn’t just about memberships it's about movement. Location intelligence shows a marked increase in daily visits across key urban and suburban gym locations. This signals more than just customer loyalty; it represents the power of being in the right place at the right time.
MapZot.AI’s advanced tools like Mobilytics and TrafficRX empower brands to understand exactly when, where, and how customers interact with their locations. Footfall data enables franchises like Planet Fitness to:
Identify high-performing trade areas
Optimize marketing during peak hours
Discover unmet demand in adjacent zones
Improve operational planning based on real-world usage
Trade Area Intelligence: The Real MVP
Same-store sales growth of 6% doesn't happen in isolation. It’s tied to intelligent location strategy. With the right AI-driven insights, brands can visualize true trade areas—zones where actual customers are coming from—rather than relying solely on ZIP codes or static radii.
Planet Fitness’ Q1 results illustrate what happens when market placement and foot traffic data align. As fitness brands look to expand, the ability to understand customer flow and match it to site potential will become non-negotiable.
Strategic Expansion & Resilience
While macroeconomic conditions continue to evolve, Planet Fitness is staying ahead of the curve by adopting a proactive and strategic approach. CEO Craig Benson and CFO Tom Fitzgerald emphasized that the brand is closely monitoring potential impacts from rising tariffs and working collaboratively with key vendors to mitigate any disruptions.
This steady confidence underlines a broader narrative: Planet Fitness is executing with precision.
📊 Q1 2025 Financial Highlights
Same-store sales surged by 6% in Q1
Total system-wide sales reached $1.3 billion
System sales increased by $94.6 million (7.8%) compared to Q1 2024
The brand added 19 new gyms in the quarter—16 of which are franchised
Global gym count now stands at 2,741 locations
With its eyes set on the future, Planet Fitness is targeting the addition of up to 170 new gyms by year-end and a projected same-store sales increase of 5–6% for 2025. These expansion goals are driven by data, foot traffic analytics, and careful market planning—key principles that align with MapZot.AI’s AI-powered site selection philosophy.
A Brand with a Purpose: Marketing that Moves
Planet Fitness recently launched a bold new marketing campaign anchored in inclusivity and empowerment: “We are all strong on this planet.” The message has resonated across diverse demographics, elevating brand perception among beginners, casual users, and seasoned fitness enthusiasts alike. According to Keating, the campaign has also increased the perceived value of Planet Fitness memberships, reinforcing its reputation as a judgment-free, affordable, and accessible fitness solution.
This blend of marketing intelligence and customer-centric messaging is another example of why Planet Fitness continues to lead. Campaign effectiveness like store performance can be linked back to consumer behavior, demographics, and location data.
Smart Growth Powered by Real-World Data
Planet Fitness’ performance this quarter is no accident. It’s the result of strategic site selection, real-time trade area analysis, optimized gym placement, and data-informed decision-making. At MapZot.AI, we believe every location tells a story—and with the right data, brands can write a successful chapter every time.
As the fitness industry continues to evolve, success will hinge on knowing not just where your audience is, but how they move, shop, and engage.
