Planet Fitness Joins the Retail Media Game

Planet Fitness has launched a media network to let advertisers reach its millions of gym members.
Photo credit: M. Suhail -

Fitness center chain Planet Fitness is the latest company to jump on the media network bandwagon with the debut of its PF Media Network.  

The new network aims to connect advertisers to Planet Fitness’ more than 18.7 million members, both in clubs and across digital channels. The company currently has 2,575 locations across the U.S. and five other countries, more than 90% of which are owned and operated by independent businesspeople under franchise agreements.

“We are thrilled to evolve our advertising solutions to provide agency teams, media buyers and brands the opportunity to reach our more than 18 million Planet Fitness members,” said Sherrill Kaplan, Chief Digital Officer at Planet Fitness in a statement. “Our member base represents a cross-section of the U.S. population across 2,400 clubs, skewing toward Gen Z and millennials, which our advertising partners are eager to serve in dynamic and efficient ways.”

The PF Media Network will consist of three channels:


  • In-club media — advertising solutions to reach active members on TVs located throughout the gym, in its PF Black Card Spa and inside locker rooms;
  • Digital audiences — digital targeting capabilities that will allow advertisers to reach Planet Fitness members directly through their own digital media buys across connected television (CTV), programmatic and social media. These audiences are made available through a partnership with data collaboration platform LiveRamp and can be accessed within the LiveRamp Data Marketplace and then distributed to social platforms and DSPs (demand-side platforms); and
  • Affiliate campaigns — the PF Media Network’s in-club and digital opportunities can be complemented by affiliate campaigns within the Planet Fitness app and email.

“LiveRamp’s growing collaboration with Planet Fitness underscores the exponential value of data in powering the network effect of partnerships,” said Jessica Shapiro, Chief Marketing Officer at LiveRamp in a statement. “With the launch of PF Media Network, we look forward to helping more brands unlock high-value audiences and grow their customer intelligence.”

Planet Fitness joins a growing number of businesses following the lead of retailers by leveraging their physical and digital connections with consumers to build an advertising business. Other recent non-retail entrants into the world of media include United Airlines, Uber and Lyft.

To learn more about retail media, check out our full guide here.

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