After its first year of operation in the country, Planet Fitness is doubling down on the Spanish market with new locations already on the schedule. The company has confirmed upcoming openings in Barcelona and the northern area of ​​Madrid , while also focusing on strengthening its presence in existing locations.
The milestone was celebrated at the ChamartÃn club (AgustÃn de Foxá, 31), where the brand's management reviewed results and growth plans. They also emphasized the philosophy of accessible and non-judgmental spaces, an approach the brand champions as its hallmark. Today, the Spanish network has eleven operating gyms across Madrid, Barcelona, ​​and the Valencian Community.
One year in Spain: assessment and growth
Planet Fitness arrived in Spain with its first center in Sabadell and, in just over a year, has opened 11 clubs in the most densely populated areas . In Valencia, the chain inaugurated a third gym in the Bonaire shopping center, adding to its existing locations in Alfafar and the city center.
Management highlights the very positive performance of Spanish clubs, with average revenues at their first location exceeding those of similar clubs in the United States or Mexico . Globally, the brand boasts over 20,7 million members and 2.795 clubs, with Spain being the first European country chosen for its expansion.
The immediate plan involves consolidating its presence in Madrid, Barcelona, ​​and Valencia, and expanding into new regions in the short and medium term. The company emphasizes its objective of growing in new territories within Spain while maintaining a consistent experience across all its centers.
Upcoming openings and key locations
In Barcelona, ​​Planet Fitness will open its first urban club in the Eixample district , inside the Estel Building (also known as Torre Estel), a recently renovated building with high commercial traffic.
In the Community of Madrid, the brand will add a new gym in Alcobendas, within the Amura Building , reinforcing its presence in the north of the capital. Both locations align with the strategy of establishing themselves in well-connected areas with high user traffic.
In the Valencian Community, the company has already opened its third center in Bonaire and plans to continue strengthening its presence in the region. With these additions, the network in Spain now comprises 11 clubs and is expanding.
A non-judgmental model and the conversation about gymtimidation
The brand emphasizes its inclusive environment proposal, the well-known "Criticism-Free Zone" , created to combat gymtimidation, that feeling of insecurity or judgment that holds many users back from joining a gym.
During the anniversary celebration, a roundtable discussion was held with industry experts: Moisés Benavente (trainer and coach), psychologist Alicia González , and club manager César MartÃnez , moderated by presenter Iban GarcÃa . The panel addressed the impact on physical and emotional health and shared practical guidelines for removing barriers to exercise.
According to the management team, many people feel some insecurity when signing up at a sports center; therefore, the plan involves accompanying the beginner user , teaching the use of the equipment and prioritizing the experience in a friendly environment, without pressure or comparisons.
Business strategy and corporate figures
Spain has been the pilot market in Europe and, after this first phase with its own centers, the company is working on deploying the franchise model in the country as well, in line with its mostly franchised international structure.
In the financial sphere, the company reported significant progress in the first nine months of the year: $158 million in net profit (+27% year-on-year), revenues of $947 million broken down between franchises, advertising, franchise segments, company-owned clubs and equipment, with costs of $659 million (+8,7%) and an EBITDA of $288 million.
Global plans include opening around 170 new clubs this year, growth in same-store sales, and improvements in revenue and EBITDA. In Spain, the offering remains attractive with a starting membership fee of €15 and services tailored to the local market, along with advancements in personalization through its app and technological tools.
Market reception and partner profile
The reception in Spain has been positive: the membership curve of the new clubs is comparable to or higher than in other countries, with high levels of recommendation from customers, driven by the welcoming atmosphere and the spaciousness of the facilities.
Far from targeting just one specific profile, the brand attracts a diverse range of users, from beginners to those seeking ample, top-of-the-line equipment at a competitive price. The value proposition combines ample space, affordable prices, and a consistent experience across all locations.
The membership base is being rejuvenated, with a particular push from Generation Z, and a significant portion of new members are returning former members after satisfactory experiences, an indicator of growing loyalty and permanence.
The project in Spain is entering a phase of greater traction: new openings in strategic locations, an inclusive club model designed to reduce fears, and a roadmap that includes franchises and regional growth, supported by solid corporate results and a public response that encourages further expansion of the network.