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Planet Fitness is pulling out of plans to add a new in-town location. Alder Partners, LLC, an independent franchisee of Planet Fitness, had secured a 10-year lease for a 28,969-square-foot space, at 1011 Monroe Drive NE, but those plans are on hold permanently due to the COVID-19 pandemic, Stan DeMartinis Jr., managing partner for Alder, told What Now Atlanta. The lease was expected to start in July 2021 converting a former Cantoni furniture store into the national gym chain. DeMartinis did not respond to additional questions regarding the decision.
Cantoni is moving nearby to 1080 Brady Ave NW in space most recently housed by Savvy Snoot, which closed its doors in February. Savvy Snoot is also relocating alongside Marty Mason Collected Home, to 1400 Howell Mill Road.
Mimms Enterprises, the firm that owns the building that currently houses Cantoni, told What Now Atlanta in an email Friday they are “early in the process” with prospective tenants for the space. “We are actively marketing the building and have a few prospects for both partial building use and for full building use,” Brad Shoemaker, the company’s director of investments and finance, said.
It’s not surprising that Planet Fitness is putting a pause on these plans. During pandemic-related closures, chains 24 Hour Fitness and Gold’s Gym have filed for bankruptcy, while gym attendance has plummeted. In July of this year, a Morning Consult poll found that only 20 percent of Americans said they felt comfortable going to a gym. One in four Americans also reported to a survey by market-research firm OnePoll that they never plan to go back. Since the pandemic began, at-home exercise equipment has increased in sales, while running is having a “moment,” according to TIME.
Planet Fitness currently operates approximately 10 locations in Atlanta with several in the nearby area, including Decatur, Mableton, and Smyrna. There is an under-construction outpost in Cumberland Mall. The business was founded in 1992 and boasts over 2,000 clubs in the nation, making it one of the largest fitness club franchises. The business has international locations in Panama, the Dominican Republic, Mexico, Toronto, and Ontario. The Planet Fitness headquarters are in Hampton, New Hampshire. The club offers two membership levels, one at $10 per month and one at $22.99 per month, which includes HydroMassage, tanning, and discounts on drinks and online Reebok sales.
[Editor’s note: This article was updated Friday, Sept. 18, with comments from Mimms Enterprises.]