Planet Fitness has begun offering area development agreements to new franchisee candidates for the first time in more than a decade, marking a significant shift in the expansion strategy of one of the largest fitness franchise brands in the United States. The company, which counts approximately 21.5 million members across its network, had restricted new area development agreements to existing franchise partners for more than a decade.
Planet Fitness was founded in 1992 in Dover, New Hampshire. The chain built much of its growth through franchising but shifted to a more selective development approach over the past decade, limiting new area development agreements to existing franchise partners. The September 2026 announcement that external candidates can now qualify for ADAs represents a meaningful change in how the brand is managing its pipeline.
New area development agreements available to external franchisee candidates for the first time since roughly 2015
Area development agreements give a franchisee the right to open multiple units within a defined territory over a set period of time. Planet Fitness had effectively closed this pathway to outside investors for over ten years, working primarily with its existing base of franchise operators to fill new markets.
According to Franchise Times, the brand has now reopened this route, allowing qualified new investors to apply for multi-unit development rights in available territories. The chain reported 36 franchise openings year-to-date in 2026 as of the time of the announcement.
Planet Fitness
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First signed ADA covers 12 locations on Florida’s west coast
The first new ADA under this renewed program was signed by Ian McClure of Gulf Coast Hotel Management, covering three area development agreements for a total of more than 12 Planet Fitness locations on Florida’s west coast.
Per-location investment for a Planet Fitness franchise is estimated at between $1.3 million and $5.4 million, a range that reflects differences in site conditions, equipment packages, and local construction costs. Gulf Coast Hotel Management is an existing multi-concept operator, illustrating a common profile among buyers of large ADAs in the fitness sector.
A franchise network built on value positioning and high membership volume
Planet Fitness operates on a low-cost membership model, with standard memberships priced below $30 per month across most locations. The chain’s average unit volume and membership density make it one of the higher-volume fitness franchise concepts in the United States by total member count.
With 21.5 million members reported across the network, the brand occupies a distinct position in the fitness sector, targeting cost-conscious consumers in markets where premium gym operators have limited reach. The ADA reopening suggests confidence at the corporate level in the availability of viable new territories.
members across the Planet Fitness network as of September 2026, making it one of the largest fitness chains in the United States by membership count. (Source: Franchise Times, September 2026)
What prospective multi-unit operators are likely to watch next
The reopening of ADAs at Planet Fitness coincides with broader franchise growth activity in the fitness sector, where several chains have accelerated development plans in markets recovering from pandemic-era closures.
For investors with existing operational infrastructure, the ADA model offers a path to building a cluster of locations under a single agreement rather than negotiating individual franchise agreements for each unit. Planet Fitness has not published a formal list of available territories, so candidates are expected to apply through the brand’s franchise development team directly for market availability assessments.
Frequently asked questions about Planet Fitness franchise development
An area development agreement (ADA) is a contract that grants a franchisee the right to open a specified number of franchise units within a defined geographic territory over a set development schedule. The franchisee typically pays an upfront development fee in addition to individual franchise fees for each unit opened. ADAs are a common growth tool used by multi-unit franchisees, as they secure territorial rights across several locations at once.
Per-location investment for a Planet Fitness franchise is estimated at between $1.3 million and $5.4 million, according to figures reported by Franchise Times in September 2026. This range reflects variability in site conditions, equipment packages, leasehold improvements, and local construction and labor costs. Prospective franchisees are encouraged to review the brand’s current Franchise Disclosure Document for the most up-to-date investment estimates and fee structures.
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