Director, Franchise Sales

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!

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. 

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.

• 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 development within a multi-unit retail, restaurant or service brand.
• Demonstrated success in closing franchise deals, expanding existing franchise territories, and supporting overall system growth
• Experience collaborating across development functions, particularly with Real Estate, Construction, and Legal teams, to ensure smooth execution from sales through opening
• Strong knowledge of franchise compliance regulations
• Proven ability to develop and execute territory development strategies in white space markets
• Strong consultative sales skills with a track record of building and converting a qualified pipeline
• Demonstrated ability to qualify candidates using financial and operational criteria aligned with brand standards
• Excellent presentation, negotiation, and closing skills across diverse prospect profiles
• Salesforce or similar CRM experience preferred
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives
• Exceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executives
• Able to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally
• Creative, progressive, thought leadership with the ability to influence at all levels of the organization
• Excellent leadership skills including the ability to build teams, motivate, guide, and mentor
• Possess a results-driven entrepreneurial mindset, demonstrating initiative and creativity
• Demonstrated strategic thinking, creative problem-solving, and organizational leadership skills
• Exhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environment
• Cooperative team player with an upbeat, positive, “can-do” attitude!

• Competitive salaries and comprehensive benefits package, including medical, pharmacy, dental and vision benefits
• Generous vacation/holiday pay
• Volunteer days off
• 401(k) Retirement
• Employee Stock Purchase Program
• Childcare reimbursement
• Pet care reimbursement
• Tuition Reimbursement
• Learning and development programs
• Discount programs, including vacations, theme parks, shopping, meal delivery services & much more
• Free Black Card membership and fun exercise incentives
• Company-sponsored social events

Note to Applicants: We have been made aware of an increasing number of hiring fraud schemes across numerous platforms. Planet Fitness never requires advance payments of any kind for computer equipment or any other purpose at the start of employment. Any request for you to provide payment information during the application process is part of a fraud scheme. Further, we recommend that you do not provide sensitive personal information (SSN, DOB, driver’s license number) as part of the initial application process.