Julia Sanders

In July, Taymax Group led the way for future generations by opening the first ever mini Judgement Free Zone^® in Canada. With the location at the BGC West End Community Centre, Taymax will bring healthy living and fitness to more than 3,000 children in the area.

Taymax donated 28 pieces of cardio equipment, including arc trainers, ellipticals, 14 bikes and treadmills, to the space. The mini gym also began offering free structured fitness sessions for more than 700 children in September. The club provides other programs for children such as the All Female Running Club and Junior Sports League. During these programs, children train after school on treadmills and use the cardio equipment, as well as use the BGC South East facilities to participate in sports leagues such as basketball and indoor soccer.

On the day of the mini JFZ opening, there was a ribbon-cutting ceremony, with Taymax President of International Jessica Sisk Roehle, Regional Marketing and Community Investment Manager Rudy Petrillo, General Manager Kimberly Traill and General Manager Patrick Leroux in attendance.

The location is all part of the Planet Fitness Judgement Free Generation initiative, designed to fight teen bullying and encourage kindness. The first ever mini JFZ in a Boys and Girls Club opened in 2016 in New Hampshire, and since then, the company has opened more than 30 mini Judgement Free Zones across the United States. Planet Fitness now has its eyes set on expanding the mini gyms further into Canada.

“Teens have so much energy, and we want to help channel and develop it in a positive way,” Executive Director BGC South East Harold Parsons said. “We know that if children start learning fitness skills early and exercising regularly, they will develop a host of physical competencies that will set them up for a healthy life.”

PLNTF Holdings went to bat for local charities in Chicago this past summer, serving as the presenting sponsor of the 2022 Run Your Sox Off fundraiser, an annual race that includes a 5K run or a one-mile walk for participants. The Chicago White Sox Major League Baseball team hosted the race at Guaranteed Rate Field, and the money raised went to the Chicago White Sox Charities, which supports numerous Chicago-based organizations.

More than 1,600 runners and walkers participated in the race, and roughly 1,000 spectators cheered people on the sidelines. Several members of the PLNTF Holdings team ran in the race, including Chris Short, Rachel Fierro, Carl Westmoreland, Melvin Vega, Lajuwon Farley, Steven Luna, Dylan Lisciandrello, Joel Saucedo, Carly Becker, Hand Espinoza and Anel Solorzano.

In addition, Rachel Fierro worked in the Planet Fitness^® booth on the concourse after the run with Adriane Gil-Ramos, Eric Buskus, Julie Rebolledo and Angelica Portalatin. At the booth, the PLNTF team had a prize wheel where winners took home Planet Fitness branded items. Many people were excited to win PF^® prizes, leading to a long line for the PLNTF booth. More than 1,000 people spun the prize wheel!

Planet Fitness also received recognition throughout the race with PF branding displayed throughout the ballpark via the White Sox’s large screen LED monitors.

Chris Short, director of communications and external engagement at PLNTF Holdings, said PLNTF loved being a sponsor of the event. This year was the first time the franchise group was the event’s sponsor, and they hope to be a sponsor again next year.

“We felt like this was a great way to be involved in an event that enabled us to reach thousands of potential members who like to be active in the Chicago area, while also doing something for a good cause in that all of the proceeds went to Chicago White Sox Charities,” Short said. “The recognition the Planet Fitness name received via advertising and marketing both ahead of the event and during the race was outstanding. The Planet Fitness name was everywhere!”

Planet Fitness^® strives to promote healthy habits for its members, especially for its younger members. Establishing good exercise habits early can greatly benefit a person’s health. Planet Fitness’ High School Summer Program is just one of the ways the brand creates healthy habits early on for members. PF^® franchisees also strive to promote health in teens in other ways.

For example, PLNTF Holdings partnered with the Illinois High School Association as an official fitness partner of IHSA, promoting football rivalries and the 2022-2023 basketball, wresting and football state championships. In the “IHSA Football Rivalry Series presented by Planet Fitness” initiative, there were six marquee matchups throughout the fall season that include PF in-venue signage, PA announcements, on-site activation, social and digital amplification and on-field presentations. The partnership allowed for the area’s high school sports to be promoted and also offered a great advertising opportunity for Planet Fitness.

“We pride ourselves on being very involved in the communities where we have clubs and what better way to establish strong community bonds than through being involved with high school athletics,” said Chris Short, director of communications for PLNTF Holdings. “Having our teams on-site to interact face-to-face with coaches, teachers, students and parents is invaluable in establishing a great relationship in a location.”

PLNTF Holdings signed the deal for one year, with an option for a second year. The first year will end just as Planet Fitness approaches the next version of HSSP in 2023. At that time, the franchise group will decide whether to renew again based on the results of the program. This is the first time PLNTF Holdings has partnered with IHSA.

“This is a perfect extension of the work we put into the HSSP program and securing the designation as the official partner of the IHSA is an extremely powerful marketing position for us to attain,” said Ed Bourelly, vice president of marketing for PLNTF Holdings.