Partnerships with area sports teams – whether college or professional – have proven to be winners for Planet Fitness^® franchisees across the system. PLNTF Holdings saw Black Card membership soar locally after joining forces with the NBA’s Atlanta Hawks.

PLNTF Holdings’ Black Card promotion offered new upgrades or sign-ups two free tickets to a variety of Hawks games. The campaign ran in late February and was promoted with banners and signage in participating clubs. PF^® team members even wore replica Hawks jerseys to promote the offer.

Six Atlanta area PLNTF Holdings locations took part in the promotion; all 440 vouchers distributed to the participating clubs were given away. The six locations gained a total of 886 new Black Card enrollments and achieved 64 upgrades. The winning club, PF Griffin, had an impressive 83.8% new member BCM, and PF Covington had a 76.1% new member BCM. There was more interest from members this year since the pandemic caused many people to focus on health and wellness. In total, the six clubs reached a total of 70.4% new member BCM.

The Black Card offers many perks and partnering with the pros is a fantastic way to get members to upgrade or spring for the Black Card membership!