In 1993, the Grondahl brothers hired Chris Rondeau, Planet Fitness’ current CEO, to work the front desk. Rondeau and the Grondahls recognized that there was a greater opportunity to serve a much larger segment of the population if they changed the gym environment, both in attitude and format, by creating a non-intimidating, low-cost model. Planet Fitness then became known as the "Judgement Free Zone," aimed more at the average user than the bodybuilder type of fitness enthusiast. As early as March 2015, the "Judgement Free Zone" policy has been expanded to allow trans women to use the women's locker room. The policy states that "members and guests may use all gym facilities based on their sincere self-reported gender identity."
Runyon, Mortensen, and Klinger founded Anytime Fitness in 2002. Eric Keller, a former employee of Southview Athletic Club was interested in their business concept and agreed to become the first franchise owner of Anytime Fitness. They provided Keller with support in choosing a site location, marketing strategies, equipment selection, and membership sales.
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In March 2016, Planet Fitness partnered with STOMP Out Bullying, a national organization dedicated to bullying prevention, and the Boys & Girls Clubs of America to launch the company’s national philanthropic initiative, The Judgement Free Generation. Also in 2016, the company donated more than $1 million to the program. Planet Fitness has also provided mini "Judgement Free Zone" gyms to Boys & Girls Clubs in Manchester, New Hampshire and Pasadena, California.