Taymax Group, One of the Largest Planet Fitness Operators with More Than 150 Locations, Offers a Case Study in How to Deploy Capital to Revamp Big-Box Gyms for the Modern Era
Planet Fitness has established its prominence as the largest gym chain in the United States by emphasizing an approachable and affordable fitness experience. With a foundation rooted in the high-value low-price (HVLP) model, the company is now adapting to an evolving landscape defined by changing consumer priorities and heightened competition.
Today’s fitness enthusiasts are gravitating toward strength training as their primary workout method. Factors such as younger members influencing trends and a rising expectation for recovery amenities—once confined to boutique studios—are transforming the offerings at value-oriented gyms. As a result, franchisees are moving beyond mere cosmetic updates in favor of a comprehensive upgrade of the member experience.
Taymax Group stands out as a leading Planet Fitness operator with over 150 locations across the U.S. and Canada. Recently, the franchisee completed a significant $7 million reinvestment into four gyms in the Nashville area, introducing modern equipment, new recovery amenities, and specialized turf areas dedicated to functional training. This initiative is not just a remodel; it serves as a vital case study illustrating the future trajectory of the HVLP category and showcasing how strategic capital improvements can drive member retention and enhance overall sentiment.
Why Taymax Reinvested Now
The impetus for Taymax’s investment stemmed from clear indicators in its Nashville market, where demand for health and wellness continues to thrive. This trend is echoing nationwide, with more individuals recognizing the longevity benefits of strength training. Additionally, GLP-1 users are focused on preserving lean muscle, while Gen Z is increasingly viewing gyms as social spaces for muscle-building activities.
Taymax CEO Timothy Kelleher reflects on the franchise’s journey, emphasizing the significance of timing for deeper investments. “Since opening our first club in Nashville in 2012, the community has embraced Planet Fitness wholeheartedly,” he notes. “With a heightened focus on health and wellness, we aim to optimize club formats and enhance strength equipment to cater to today’s consumer. Feedback has been overwhelmingly positive.”
Taymax is also committed to leveraging data from its Nashville clubs to guide future developments. Kelleher emphasizes, “We’re continuously tracking member usage patterns, demographics, and club sizes to inform and refine the design and layout of future upgrades, ensuring our spaces meet evolving member needs.”
The Upgrades That Changed Member Behavior
A standout success story lies within the Madison, Tennessee location, where member check-ins surged by 38% in the six months following the remodel. This noteworthy increase demonstrates a significant shift in how members engage with the gym facilities.
Kelleher identifies updated equipment and the expanded space for functional training as key drivers behind this momentum. “Our members are thrilled with the new plate-loaded equipment and the additional functional training areas,” he shares. “Furthermore, the renovated Black Card Spa elevates the value of our premium membership, the PF Black Card.”
The emphasis on strength training is becoming increasingly pivotal for Planet Fitness. In 2024, the company announced plans to introduce new plate-loaded equipment across nearly all U.S. clubs in 2025, including machines like the Magnum Supine Bench Press, Hack Squat, and Seated Calf Machine.
A blend of functional spaces and recovery options is now appealing to HVLP consumers. Turf areas empower members to engage in movement-based workouts, and the introduction of plate-loaded equipment aligns with trends seen on social media, as strength influencers gain popularity. The Black Card Spa has further solidified its role as a retention tool, making recovery an integral part of gym-goers’ weekly routine.
A Major Jump in Member Sentiment
The increased activity also translates into significant shifts in member sentiment. Taymax’s Net Promoter Score increased by 46%, placing it among the top tiers within the broader Planet Fitness ecosystem. For gym operators, NPS is a critical metric, reflecting long-term retention and member advocacy.
<p“Kelleher points out, “The member experience begins with our exceptional team members who provide best-in-class customer service. The updated layouts and equipment enable our team to showcase new amenities like our squat rack and functional training zones. Together, our team and these enhancements are yielding positive results.”
Why Recovery & Functional Training Matter in HVLP
What was once restricted to boutique fitness studios or mid-tier gyms, recovery spaces and turf zones are now a staple in HVLP gyms. This transition illustrates a broader consumer expectation shift, where members seek multi-modal experiences within a single facility.
On a corporate level, Planet Fitness is advancing its premium offerings. The company is exploring additions such as dry cold plunge and red light therapy for the Black Card Spa, with plans to adjust its monthly membership price to $29.99 after the 2026 peak joining season.
Reinvestment as a Competitive Strategy
Reinvestment cycles are fast becoming a hallmark strategy in the HVLP sector. Rather than solely competing on low prices, operators are reinforcing their commitment to member expectations through thoughtful enhancements.
Kelleher remarks, “Investing in our existing locations ensures that our clubs remain modern and inviting. By consistently updating our facilities, we communicate to our members and the community our dedication to delivering a high-value experience that aligns with evolving consumer expectations.”
A version of this article originally appeared in ATN’s “Franchise Landscape” report, which breaks down the business of fitness and wellness franchising, drawing on interviews, executive-level insights, and new market data. Download the free report.
