Planet Fitness of Maryland

About This Project

Strategic growth fueled by innovative market insight


Home: Maryland
Serving: Maryland


Founded in 1992 in Dover, N.H., Planet Fitness is the fastest-growing gym franchise in the United States, and has revolutionized the industry with a combination of extremely low prices and a unique, friendly, and hassle-free environment called the Judgement Free Zone®. Planet Fitness has opened more than 600 locations across the U.S.The company was recently added to the Inc. 500 list.


Planet Fitness of Maryland, a franchise led by Victor and Lynne Brick, has mirrored this tremendous growth and success, having opened 20 locations in Maryland as of early 2013. One of the secrets to their rapid success is a clear understanding of the Maryland market and the ability to bring a great concept to communities that need it.


In partnership with MacKenzie Retail and Datastory, Planet Fitness of Maryland uses geographic information systems (GIS) technology to make great decisions. Through the power of maps, Planet Fitness sees trends in its membership, finds locations that are a great fit for their communities, and identifies opportunities for growth.


The process of finding good real estate can be daunting. What real estate is available? What’s the cost? How close is it to my existing stores? Where is the competition? What’s the market potential for a new site? How much should I pay in rent? And what about all those other lease stipulations that can ruin a good deal?


It takes a lot of communication to understand the answers to these questions, and Planet Fitness relies on interactive maps to help. The maps track the ongoing status of the site selection process and help the team make better decisions, faster.


“The maps help me calibrate my intuition about the market. They confirm what’s working and where. And sometimes, they also surprise us with opportunities we’d have missed if we hadn’t seen all the data on the same page.”
-John R. Shultz (Senior Vice President/Principal, MacKenzie Retail)


case-study, GIS Consulting & Research, Industries We Serve, Retail