Julia Sanders

The transition for men and women who serve in the military can be tough and confusing. Veterans face an elevated risk of homelessness from poverty and service-related trauma. The U.S. Department of Veterans Affairs reports a homeless rate of 3.7% among veterans five years after returning from deployment. It was stats like this that prompted a United Fitness Partners Planet Fitness® location to step up and give back to the veteran community.

The Yuma Planet Fitness club, located in Arizona, underwent an equipment upgrade and turned to Right Turn for Yuma Veterans as the recipient of the removed equipment. The veterans support organization aims to help homeless veterans and those at risk by providing transitional housing, resources for financial stability, access to benefits and medical services, and support for reintegration into the community.

“Giving back to local veterans means honoring their service by helping provide resources that support their health, well-being and overall quality of life. Through United FP’s donation, we are helping enhance the organization’s fitness center, creating greater opportunities for veterans to stay active, improve their physical and mental wellness, and build a stronger sense of community,” said Dana Edwards, senior corporate communications and PR manager for United Fitness Partners. “This donation reflects our commitment to supporting those who have served our country and making a positive impact in the communities we serve.”

The Yuma club donated three ellipticals and two benches to the nonprofit organization. The equipment was installed in its small fitness center, used to keep veterans healthy and in shape.

“The donated cardio equipment and abdominal benches will provide veterans with greater access to fitness resources that support both physical and mental well-being. Regular exercise can help improve cardiovascular health, strength, mobility and overall quality of life,” Edwards said. “By enhancing the organization’s fitness center, these additions will create more opportunities for veterans to stay active, pursue personal wellness goals and participate in a supportive community environment. This donation helps ensure that veterans have access to equipment that can contribute to healthier lifestyles and long-term well-being.”

The donation was received with excitement and appreciation as both parties knew it was a win for the veteran community.

A common avenue for Planet Fitness® franchise groups to get involved with their local communities is none other than charity running events. With the events typically partnering with meaningful charities as well as hosting lots of attendees, it’s a great opportunity for local clubs to become a staple in the community. Over the past couple of months, United Fitness Partners made it a priority to attend running events in its markets and be a face people trust.

Phoenix

The first event United attended was the 22^nd annual Pat’s Run. The monumental event, hosted by the Pat Tillman Foundation, is a 4.2-mile run/walk to honor the late Pat Tillman. The former Arizona Cardinals safety made the switch to become a U.S. Army Ranger, where he was tragically killed in action. The event directly funds scholarships and leadership development for service members, veterans and military spouses. This year’s event saw over 30,000 in attendance, showcasing the importance of Tillman in Arizona.

“This is the largest community run in the Phoenix area and is one of deep meaning to the community, as Pat Tillman was such an important figure in Phoenix,” said Dana Edwards, senior corporate communications and PR manager at United Fitness Partners.

Local PF® clubs in attendance engaged with participants, raffled off Arizona Diamondback tickets and handed out swag. This was the 10th consecutive year they have attended, and there are no plans to stop.

Kansas City

United’s Kansas City area clubs hosted the Victory Run x Planet Fitness 5K on May 9. This event was co-hosted by UFP’s official partner Sporting KC. Victory Project, the MLS team’s charitable arm, supports the fight against childhood cancer, kids with disabilities and kids with limited financial resources. The event featured a 5K race along with a Kids Dash that ended at Sporting Park, the stadium for Sporting KC. In total, 222 runners participated and helped raise funds for the cause.

Oklahoma City

The final event United Fitness Partners participated in was the Oklahoma City Memorial Marathon Weekend Expo. The weekend event offers races across three days, including a 5K, senior marathon, kids marathon, 10K, half marathon and a marathon. The race is the sole fundraiser for the Oklahoma City National Memorial & Museum, which was built to honor those affected by the 1995 bombing.

The expo saw a record 30,000 racers across all races offered. Local PF clubs that attended passed out branded merchandise, day passes and even raffled off a free Black Card membership. Their tent also allowed runners to blow off steam by playing some casual basketball.

As the University of Oklahoma celebrated its College World Series title earlier this summer, United Fitness Partners celebrated a win of its own. UFP became an official partner of the University of Oklahoma Athletic Department. Seeing the passion and pride of OU Athletics in the 12 Planet Fitness® clubs that UFP operates in the market made this partnership a must.

“We approached OU Athletics because we saw an opportunity to establish a meaningful connection with one of the most passionate fan bases in our region. In a market like Oklahoma City, where OU Athletics is deeply woven into the local community, the partnership gave us an authentic way to engage prospective members,” said Dana Edwards, senior corporate communications and PR manager for United Fitness Partners. “Beyond the visibility, it created opportunities to activate the partnership through NIL, digital marketing, social media and promotional campaigns that help strengthen our local presence and drive membership growth.”

As Edwards alluded to, the partnership is built around utilizing the university’s brand across multiple fan touchpoints. This will include Planet Fitness branding across broadcasting, in-venue assets, onsite activations, sweepstakes, social media collaborations, NIL partnerships with student-athletes, and access to the university’s IP for use in local advertising and marketing.

“The scale of a program like OU is exciting, but what makes collegiate partnerships so valuable is the loyalty of the fanbase and the ability to create marketing that feels authentic to the local community, rather than interruptive,” Edwards said. “That relevance extends well beyond game day, giving us opportunities to engage fans year-round through advertising, NIL, digital campaigns, and community activations that support both member acquisition and retention.”

As the collegiate sports landscape continues to evolve and utilize NIL partnerships, United recommends other franchisees and franchise groups to explore this avenue to grow their marketing efforts.

“College athletics continue to evolve, particularly with the emergence of NIL, creating new opportunities for franchisees to connect with their local communities in ways that weren’t possible just a few years ago,” Edwards said. “As the collegiate landscape continues to evolve, we encourage franchisees to look beyond traditional sponsorships and consider how NIL and other emerging opportunities can be thoughtfully integrated into their broader marketing strategy to drive long-term business growth.”

This new deal adds to United’s list of collegiate partnerships that include the University of Alabama, West Virginia University and Tulane University. UFP also holds a handful of professional partnerships with the Arizona Cardinals, Arizona Diamondbacks, Sporting KC and the Kansas City Royals.