Planet Fitness has completed its first year of operation in the Spanish market with positive results and a well-defined roadmap. The company confirms new openings in Barcelona and Alcobendas and remains focused on strengthening its presence in key locations across the country, following its consolidation in Madrid, Catalonia, and the Valencian Community.
According to its management in Spain, the brand's mission is to make fitness accessible and barrier-free , with safe spaces and a high-value proposition at an affordable price. From the parent company, CEO Colleen Keating highlights the positive reception from the Spanish public and the performance of the local clubs, which are among the fastest-growing in membership within the group.
Confirmed openings and schedule
The company has set dates for its next milestones: Alcobendas (Madrid) will open in early 2026 , in the Amura Building, and the first urban club in Barcelona will be located in the Estel Building (Eixample district) before the middle of that same year. Furthermore, Planet Fitness plans to strengthen its presence in Madrid, Barcelona, ​​and Valencia and explore expansion into new autonomous communities in 2026.
In the Valencian Community, the chain has just opened its third club in the Bonaire shopping center , joining those already operating in Alfafar and in the city center. With this opening, the network now has 11 gyms in Spain , with a strong presence in the most densely populated metropolitan areas.
Why Spain: European test and roadmap
Spain was the first European country chosen by the brand as a "test case" for its launch on the continent. Following the results of the first year, the plan is to open one or two additional European markets each year and, in parallel, franchise the portfolio in Spain starting in the next phase, maintaining the group's target structure (around 90% franchised and 10% company-owned ).
In addition to geographical expansion, the brand has adapted its offering to the local consumer : in Spain it offers complementary services such as hairdressing and barbering in certain clubs, and has worked with national agencies to refine messages and creativity in marketing.
Business model and value proposition
Planet Fitness operates under a high-value, low-price (HVLP) approach , with memberships starting at €15 per month in Spain. Its promise combines large clubs, equipment from well-known brands, and an environment the chain defines as a Judgment-Free Zone , designed to reduce feelings of judgment or intimidation while working out.
The customer base is broad and diverse. Far from focusing on a single profile, the brand aims to attract both beginners and experienced users, including professionals from business districts. The goal is to make gyms accessible to the 75% of the Spanish population who are not currently members of any sports center, by lowering entry barriers through price, space, and customer service.
Company results and data
In the first nine months of 2025 , the group recorded $158 million in profit (up 27% year-over-year) and $947 million in revenue . Key revenue streams included franchises ($282 million) , advertising ($66 million) , corporate clubs ($410 million) , and equipment ($188 million) . Costs totaled $659 million , and EBITDA reached $288 million for the period.
Internationally, the company has over 20,7 million members and operates approximately 2.795 clubs . For the current fiscal year, it maintains its forecast of opening approximately 170 new centers worldwide, with estimates of a 6,5% increase in comparable sales , an 11% increase in revenue , and a 12% increase in EBITDA . In Spain, its first club already boasts average revenue above the average for comparable locations in the United States or Mexico, according to the company.
The battle against the gymtimidation
To mark its anniversary, Planet Fitness brought together its top management at its club in ChamartÃn (Madrid) and organized a roundtable discussion with experts, moderated by content creator Iban GarcÃa. Participants included trainer Moisés Benavente , psychologist Alicia González , and club manager César MartÃnez , who addressed the effects of " gymtimidation ," a phenomenon that, according to data shared by the brand, affects approximately 60% of Spaniards.
The recommendations focus on creating safe and inclusive spaces , providing professional guidance for beginners, setting realistic expectations, and establishing routines that emphasize progress and overall well-being. The brand underscores that its value proposition aims to eliminate the insecurity associated with joining a sports center and facilitate those initial steps.
Technology, data and tariffs
The group uses customer research and internal data , supported by its app , to personalize the experience and tailor training offers. They note that the likelihood of customers recommending the club in Spain is high compared to similar operators, driven by positive experiences at the club.
In the United States, the classic membership fee increased from $10 to $15 after 26 years, with a positive consumer response . In the Spanish market, the entry price starts at €15 , and membership growth is progressing well, with Generation Z being the fastest-growing segment and over 30% of new members returning after successful previous experiences.
With its first year under its belt, 11 operational clubs , planned openings in Alcobendas and Barcelona , ​​rising overall figures, and an explicit commitment to combating gym bullying , Planet Fitness is embarking on its next phase in Spain: consolidating its presence in major urban areas, opening new regions, and moving towards a franchise- heavy model while exploring new locations in Europe.
