This summer, PLNTF Holdings LLC, which is managed by CEO Russ Preite and his executive team, celebrated the opening of its 83rd Planet Fitness^® club in Ashburn, Virginia. The team is thrilled to bring a Judgement Free Zone^® to the up-and-coming Ashburn community.  

“This club, which is a short drive from Washington, D.C., is right off the main highway with good access and visibility to members,” said Chris Short, director of communications and community engagement for PLNTF Holdings. “The shopping center is anchored with a new Lidl grocery store, which brings in a lot of daily traffic for us and has cross-access to the neighboring center that is anchored by a Harris Teeter.”

To promote the grand opening, the team contacted local media outlets, generating buzz and excitement about the new club with several positive news stories. The team also used digital, print and direct-mail advertising to encourage Ashburn residents to take advantage of the $10-down, first-month-free special for new members.

The team experienced a few challenges while building the new club but kept a positive attitude and faced them head on. “We set up a presale trailer but had some permitting issues requiring us to completely change course the day prior to the start of the sale,” explained Julio Reyes, district manager of the Ashburn location. “It turned out to be a blessing in disguise for the team because we were able to secure a physical presale space within a few days that allowed us to provide much better service and an excellent experience for club members.”

Approximately 75 people attended the grand-opening celebration. Reyes and his team oversaw the event, and several local officials attended, including Loudon County Chamber of Commerce Chairman Stacey Metcalf, Ashburn District Supervisor Silvia Glass and Loudon County Department of Economic Development Chris Hunter. A mask requirement and other Social Fitnessing™ protocols were put in place to ensure safety for members and staff. The club was decorated with PF^® purple and gold, a DJ provided music and lots of PF-branded swag was given away to club members and interested attendees.

“This brand resonates with people, and our commitment to providing a safe, clean gym for members is something that provides comfort to those looking to join a fitness center,” said Short. “PLNTF Holdings team members are deeply committed to giving our members the best, safest workout possible.”