Despite having links to the US via Rivera, Planet Fitness in South Africa has no relation to the Planet Fitness gym chain from America.
The South African Planet Fitness emerged after Rivera worked in the fitness industry in South Africa, doing marketing and sales for smaller players in the country.
The smaller gyms would split anything above their current earnings with Rivera. He did this consulting work in South Africa and the rest of the world, earning enough to launch his own operation.
He realised that there was little competition in the local market, with the Health and Racquet Club—which would later become Virgin Active—dominating the market.
He thus decided to start Planet Fitness in 1995 in Johannesburg. This came with extreme challenges, including raising capital as Health and Racquet Club was so dominant.
The group caught a lucky break when Discovery Vitality launched at a similar time.
The businesses agreed to work together on a loyalty program, which was a significant boost for the company, which had only three gyms at the time.
Fast-forward over twenty years, and Planet Fitness in South Africa has seen a rapid expansion and has now reached 50 locations across South Africa.
Expansion
Opening of the 50th Planet Fitness in South Africa
The new club opened in Durbanville, Cape Town, on 26 July.
“It reflects everything we believe in: innovation, empowerment, community, and creating spaces that truly serve the way people want to train today,” said Planet Fitness MD Mannee De Wet.
Although Gauteng has been Planet Fitness’ stronghold, De Wet said the Western Cape is a big part of its future.
He added that this commitment to the Western Cape is also reflected in the newly refurbished De Waterkant club, which has some of the most progressive facilities in the province.
Both clubs feature HYROX zones as Planet Fitness is the official local training partner, indoor running tracks, women-first spaces, and more.
There are over 1,000 Planet Fitness staff members across the country. However, De Wet said that the brand is just getting warming up.
The company hopes to reach 75 clubs by 2030, which would mark a 50% increase in just five years.
Increasing its club network is an ambitious target, given how its largest competitor, Virgin Active, has closed gyms across South Africa.
Virgin Active shut down clubs in Soweto, Midrand and Mbombele as many South Africans struggle in the weak growth environment.
Virgin Active is also undergoing a massive shift and is expected to be unbundled from Brait, allowing for direct investment in the gym chain.
A listing of Virgin Active is “most likely” to be in the UK, with a secondary offer in Johannesburg, according to Brait Chief Executive Officer Peter Hayward-Butt.
