Case Study: Planet Fitness expands franchise memberships by 30% and improves cost-per-join 47% with Quantcast

Planet Fitness expands franchise memberships by working out geolocation audiences

Planet Fitness, one of the largest U.S. fitness-club franchises, needed to grow memberships for specific franchise locations while respecting strict, owner-opted geolocation limits. Coventry-Warwick Co-Op of Rhode Island was one participating franchise that required a partner able to target only within defined local areas.

Quantcast implemented zip-code restrictions and a custom targeting model to deliver ads to people in those markets most likely to join, focusing on prospecting underserved audiences. The campaign consistently drove incremental sign-ups—boosting franchise memberships by 30%—with a 47% year‑over‑year improvement in cost per join despite a 112% increase in spend; the best month (January) beat the goal by 68%.

Planet Fitness