Planet Fitness will be adding a third pillar to their gym brand – quality membership at a more affordable price.

CEO of Planet Fitness, Manny Rivera has announced the launch of a new, more affordable gym membership club. The club, Just Gym, joins the other two membership clubs in the Planet Fitness stable: The Platinum and Finding Your Balance.

“Low cost doesn’t mean low quality. We will focus more on what’s important, which is the gym part,” said Rivera.

Planet Fitness is known for its top-range facilities and high-end equipment. For almost 20 years and with over 22 health clubs in Gauteng and Western Cape, it has been offering a luxury service, which often didn’t appeal to everyone. The self-funded company has been hard at work rebranding and revamping its brand to make sure it reaches more people. Not only will it be launching Just Gym, it will also be spending over R100 million refurbishing and revamping all its gyms and facilities.

The launch of Just Gym will also create jobs and entrepreneurship opportunities, according to Rivera. “With this venture, we would like to partner up with entrepreneurs in every region. Whether it’s Soweto, Pretoria or Cape Town, we want partners that can add value to the business in the location we will be opening in,” said Rivera.

The company is very optimistic that in five years’ time they will have 500 venues around the country.  With the assistance of economist Dawie Roodt, Rivera gave a presentation on why the company is branching out and why they want to target everyone with their services. “You need to position yourself at the right spot as a business in order to succeed and have longevity,” said Roodt.

Planet Fitness plans to launch Just Gym in May in Sunnyside, Pretoria, with plans to out to the rest of South Africa after that.