Wednesday, September 20, 2017

Apple Athletic owner files for Planet Fitness on Woodruff Avenue

The interior of a Planet Fitness gym somewhere in America. (Photo: Planet Fitness)
It looks like Apple Athletic Club owner Steve Vucovic could be expanding his fitness empire in Idaho Falls this fall. Vucovic and a partner, Keith Larsen, applied Aug. 30 to the city of Idaho Falls Building Department for a building permit for a 240,000-square-foot remodeling job at 200 South Woodruff Avenue, for a Planet Fitness Health Club. Vucovic said last week they were still negotiating a lease, but the building permit was issued Tuesday.

North of Smith’s, the space has been empty since Curtiss-Wright Flow Control Scientech relocated its offices to Snake River Landing in 2014.

With more than 1,400 clubs in the United States, Planet Fitness is one of the largest fitness club franchises. Based in Hampton, N.H., the company dates back to 1992. It opened its first franchised location in Florida in 2013, and in February 2016, the franchise was added to the Franchise Times "Fast and Serious" list of top franchises (No. 1). That same year, Forbes magazine ranked Planet Fitness No. 4, and the company ranked in the top 50 of the Entrepreneur magazine Franchise 500 in 2017.

The club's two membership levels are $10 and $19.99 per month: the $10 per month level includes access to cardio and strength equipment, unlimited group fitness instruction and pizza and bagels once a month; the $19.99 per month (“Black Card”) level allows members to bring one guest per day at no charge, access to all Planet Fitness locations, and access to extra amenities, such as tanning booths and massage chairs.

The company advertises "no judgment,” with "judgment free zone," signs plastered across its gyms and signs on the equipment reminding members that they "belong." Planet Fitness famously serves free pizza on the first Monday of the month and bagels on the second Tuesday of the month.

The target demographic is people who are just getting used to working out or people who really, really hate exercising. There are no classes, just two circuits, a 30-minute full-body circuit and a 12-minute ab circuit.

"We're going after the first-time exercises or casual user," CEO Chris Rondeau told Business Insider in 2015. "Gym intimidation is real."