Director, Franchise Sales

About Us

Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. We have over 2,700+ stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Spain, and Australia. 90% of Planet Fitness stores are owned and operated by independent franchisees.

 

At Planet Fitness, our unique mission has always been to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment. And we’re proud of the amazing Planet Fitness team that supports our clubs and team members. They are comprised of dynamic, dedicated, and talented individuals who represent our values of integrity, transparency, passion, respect, and excellence (while having fun!) in everything they do.

 

Joining the PF family means being part of a company that cares about bettering the health and wellbeing of our communities. It means being a part of a supportive, engaging workforce with an inclusive culture that values diversity and creates an environment where everyone can feel they belong. It means encouraging professional growth and development. It means making true, lasting connections with your co-workers with celebrations, team building activities and engaging corporate events! It means creating a positive impact in our local communities through our Judgement Free Generation® philanthropic initiative. It means being part of a brand that you can be proud of!

 

For the past 30 years, we’ve helped millions of people in their fitness journey and revolutionized the industry along the way. And we’re just getting started!

Overview

The Director, Franchise Sales will be responsible for driving the growth of Planet Fitness by identifying and securing new franchise partners and expanding development opportunities with existing franchisees. This role will play a key part in supporting the company’s strategic growth imperatives through effective prospecting and lead generation for incremental franchisees, territory planning including site selection and size of club, weekly forecasting and collaboration across the sales and development functions.

 

The ideal candidate is a relationship-driven sales leader with strong business acumen and experience in franchising, particularly in a multi-unit retail environment.

 

The ideal candidate should currently reside near a major airport in the EST or CST time zones, and expect to travel at least 75% of the time. 

Responsibilities

Franchise Sales and Growth Execution

• Partner with the Chief Development Officer in identifying and prioritizing high-potential markets, sales targets and growth strategies.
• Develop and maintain an active sales funnel that aligns growth objectives and delivers measurable results.
• Prioritize target markets based on white space, demographic analysis, and market saturation.
• Support development timeline forecasting to align franchise sales goals with site acquisition and buildout plans.
• Lead prospective franchisees through the full sales funnel, from lead qualification to franchise agreement execution.
• Embrace a team approach working collaboratively with internal partners (i.e. Real Estate, Legal, Finance, Ops, etc.).
• Act as primary point of contact for new franchise leads and existing franchisees interested in development expansion.
• Communicate Planet Fitness’s franchise value proposition, including investment model, operations support, and brand differentiators.

Process Management & Compliance

• Maintain and grow a robust pipeline using CRM tools, with clear tracking of deal stages and expected close dates.
• Coordinate and run prospect discovery meetings, site tours, and document submission processes.
• Ensure timely issuance and tracking of Franchise Disclosure Document (FDD) receipts and required documentation.
• Oversee issuance and tracking of Franchise Disclosure Documents (FDD) and receipt acknowledgments in partnership with Legal.
• Work cross-functionally to hand off qualified deals to Real Estate for site selection and Construction for project timelines.

Events & Brand Representation

• Support franchise development presence at conventions, expos, and networking events to generate qualified leads.
• Represent Planet Fitness at industry functions and work with marketing to enhance employer brand awareness in growth markets.

Qualifications

• Ability to travel at least 75% of the time 
• Bachelor’s degree in business administration or related field preferred
• 10+ years of progressive experience in franchise sales and develo