Overview
Two brothers, Michael and Marc Grondahl, founded Planet Fitness in 1992 when they acquired a financially struggling gym in New Hampshire and reduced prices to compete against other fitness brands. This business model reflected the needs of first time users or average users more than experiences members. They pushed their brand further by taking advantage of changing the gym environment, both in attitude and format by creating the “Judgement Free Zone”.
Objective
Being one of the top franchises in the United States, Planet Fitness has made it it’s mission to provide an inclusive and nonjudgemental environment to all people of different fitness levels. However, this message has been lost due to both logo and design elements that date back to the early 1990’s. With this rebrand, Planet Fitness will be able to present itself fully as a modern fitness franchise that still prides in itself as a place where everyone will be able to focus on a healthier and happier lifestyle without any worries of being judged or shamed.
