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Planet Fitness
Home of the Judgement Free Zone®

Putting a Rapidly Growing Company on the Path to Success

Planet Fitness was on the precipice of explosive growth and turned to Fishnet for help improving the online experience for members. With one of Fishnet’s own a former Planet Fitness employee, it was a natural partnership built around a deep knowledge of the brand and its evolution. Fishnet’s approach was to focus on the member, creating an improved online experience that made it easy to join, transfer memberships among different clubs and interact with the brand. Fishnet built out the e-commerce portion of the website, streamlining and optimizing the functionality so members could join in just a few easy steps. Fishnet also helped improve the franchise management aspect of the fitness club’s growth, creating a platform that could support the franchise onboarding process as more locations were looking to open. The new franchise management platform, coupled with the new and improved website user experience, helped Planet Fitness grow from 400 gyms to more than 1,000.



Planet Fitness came to Fishnet with a website and homegrown franchise management system that wasn’t equipped to handle the huge growth the fitness club was experiencing. Fishnet helped them determine the best ways to improve the online member experience, as well as options for transitioning to a new system that would manage the franchise information at a much more granular level.


Approaching the website from the customer’s perspective, Fishnet built out an e-commerce portion and created a fully responsive website with enhanced functionality focused on the user experience and increasing conversions. Fishnet further enhanced the franchise onboarding experience with a Franchise Association website, and by implementing mobile and responsive functionality for added accessibility.


By making it easy for members to join online, on any device, and highlighting the core brand attributes to tell the unique Planet Fitness brand story, Fishnet helped the fitness club instill member confidence with a better user experience overall. Additionally, the franchise management system successfully handled the rapid and explosive growth Planet Fitness was experiencing, allowing each franchise to be poised for long-term success at the ultimate benefit of members.

Fishnet’s team was instrumental at a time we were experiencing explosive growth. They really set us up for success and gave us the ability to help each franchise open without a hitch. Helping us improve the online member join process and overall user experience, across all devices, was huge because of how quickly we were growing. Fishnet really tied everything together for us at a critical time and we’re still benefitting from those efforts year over year.

- Michael O’Brien, Global Brand Manager