The fitness market is about to get even more competitive, with news that overseas franchise Planet Fitness is set to launch on Australian shores.
The New York Stock Exchange-listed US chain — which currently has operations in every US state as well as centres in Canada, Mexico, Puerto Rico, Panama and the Dominican Republic — revealed that it has plans to open “a minimum” of 35 outlets in Australia over “the next several years”.
Planet Fitness unveiled the first of these are already located in Tuggerah and Gosford, both on the NSW Central Coast, and that a third has already been earmarked to open in the South Western Sydney suburb of Casula in 2020.
“We are excited to announce our plans to expand the Planet Fitness brand into Australia,” the company’s chief development office, Ray Miolla, said.
“Australia represents a unique opportunity to grow in a market that combines a favourable operational environment, consumer affinity for US brands, a desirable competitive landscape and an opportunity to develop a large fleet of clubs.”
Planet Fitness is hoping to attract customers with weekly membership fees of between $5 and $7.95, yet despite the low rates, it plans to have clubs “staffed 24 hours a day”.
The company has been asked to comment on what assurances it is providing prospective franchisees about profitability, given the labour costs associated with 24-hour staffing under Australian workplace laws and the stated pricing structure.
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.
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