Planet Fitness, South Africa’s longest brand, which celebrated its 30thth Anniversary in September, marking three decades of stable, sustainable development.
The brand’s story began at Benoni on the East Rand of Johannesburg in 1995, when Mannee de Wet and Manny Rivera started the business as two young entrepreneurs to do so.
The company has grown organically in the last three decades in a billion business With a national footprint of 51 gyms at national level that employs thousands of people, it serves hundreds of thousands of members and are recognized as one of the country’s top gymnasts.
Quality against quantity
De Wet, who serves as CEO, says this Their focus was in quality against quantity from the beginning.
“Our strategy has always been to create a presence in carefully targeted areas. We treat each new club as an independent business and We believe in the development of our members’ base and not in the saturation of the market with clubs that are very close together. ”
This year he saw new clubs starting at Randburg and Boksburg, while Durbanville in the West Cape opened in July and the square shopping center in Gauteng opened in August.
Their Group Development Strategy has remained in a good position, as only about 20 clubs have been closed for the last 30 years, often as part of a relocation to better facilities, with members flawlessly migrating to new facilities.
Of their 51 existing clubs, 37 are at Gauteng’s financially active hub, with the western cape on the next big focus for growth.
Total participation sits in about 220,000With Planet Fitness that welcomes more than 12,000 new members each month.
However, De Wet places more emphasis on the number of members who actively train each month. “Us Associations see 850,000 members through their doors each month. For us, this high commitment rate is a real measurement of success. ”
Planet Fitness plans to develop its imprint in 80-90 stores by opening five new clubs a year by 2030, making a high quality training experience accessible to more communities across South Africa, without diluting the experience of their brand or members.
Corporate relationship approach
This proud operation and manages South Africa continues to evolve its training bids to meet the ever -changing needs of members, with corporate relations with health and retail brands by helping to keep the business in a rapidly changing industry.
“In the variety of South African health and gymnastics. Our goal is to place Planet Fitness as a training node that serves everyone. We have something for everyone, Hich makes us a one-stop shop, “De Wet explains.
The newest clubs, as well as the Mega Club Fourways, host the Hyrox hybrid training movement and incorporate stretch and Fit-for-Purpose recovery, both are first in the local training industry.
“Our apartment building at OLYMPUS in Pretoria includes a track on the top floor and a heated studio, while the De Waterkant Club offers Pilates reformer lessons,” DE Wet edits.
The Associations also offer additional services, including a series of bios, dieticians and other tenants such as Palto cafes, and serve as discovery centers.
The folk club
De Wet says Planet Fitness’ Point of Difference is presence. “We want to be the clubs that people choose because of the experience they have since walking in. Equipment and facilities are important, but they are the people, the atmosphere, the service they create. And this keeps our members return.”
With a clear plan for sustainable expansion and a powerful community root culture, Planet Fitness shows no sign of deceleration. De Wet and Rivera continue to prove that a Challenger, supported by consistent tradition, can build a billion brand that lasts.
Author: Pedro van gaalen
When he does not write about sports or health and suitability, Pedro is probably out of training for the next marathon or the super-marathon. He has worked as a fitness professional and as a marketing specialist and comms. He now combines his passions in his role as a manager at Fitness magazine.
