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/ Planet Fitness Media Planning /

2015

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Agenda.

Media Objectives & Strategy

Alternative Media Plans for Review and Discussion

Appendix

Target Audience & Seasonality.

Snapshot of the Gym & Fitness Category and Competitors of Interest.

Season 15 Biggest Loser Summary.

Super Bowl Media Evaluation.

Digital Components.

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Media Objectives & Strategy.

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Get Everyone Talking.Consumers, Press, Franchisees (current and prospective),

Influencers, The Category, The Street.

Drive Business.Traffic to site. Traffic to stores. Conversions everywhere.

Enhance Brand Value.Take the Planet Fitness Brand to another level,

as a category leader, a transcendent brand, a brand to watch.

Planet Objectives.

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Budget.

Sketch plans have been developed based

on a working media budget of $15,000.0M

Media

$15,000.0M

Production, POP, PR, Fees, Admin. $10,000.0M

NAF budget

$25,000.0M

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3 Alternative Media Approaches.

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A Sneak Peak

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* TV delivery only

Super BowlNBC

News/SportsCable

Digital

Network Partnership

CableDigital

2014 TV Levels

CableEnhanced

Digital

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\Plan Details.

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SUPER BOWL.Build value and awareness. Drive decision in current markets and desire in projected

markets.

NBC MATCH to support key periods.Leverage the right programs to increase continuity among the core. Preferably news.

Some sports.

CABLE OVERLAY to provide balance.Restore split efficiently. Skew female. Build frequency.

Strong DIGITAL BASE maintained throughout.Focus on Lead Gen & SEM. Complement with NBC Digital.

Approach One. Elements.

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Approach One Snapshot

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Approach One. Implications.

Builds instant awareness and brand value to impact current and future business. Positions brand as the category leader. Provides unmatched press and buzz-building opportunities.

Discontinue Biggest Loser Partnership.

Cost prevents reallocating money to more effective media for the long-term.

Add Super Bowl.

No Primetime TV.

NBC match requires presence in News and Live sports.

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Approach Two. Elements.

HIGH PROFILE partnership.Continue with BL partnership (or like property). Leverage strong value with local

extensions.

REQUIRED MEDIA to purchase higher ranked programming.Focus inventory during Jan/April sale as well as Q1.

CABLE OVERLAY to increase message frequency.Use top 4-5 Cable networks. Consider 1-2 major networks, as afforded. Explore local

opportunities.

Strong DIGITAL BASE maintained throughout.Robust Lead Gen & SEM allocation. Complement with NBC digital.

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Approach Two. Snapshot

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Maintain Biggest Loser Partnership.

Approach Two. Implications.

Captures a receptive audience. Strong cost-benefit ratio.Franchisees benefit from the partnership on multiple levels.

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Approach Three. Elements.

MAINTAIN historical TV levels.Inclusive of high profile network partnership complemented by continuity

based cable.

ADD targeted digital support.Target relevant consumers that reside within a 10 mile radius of PF locations.

EXTEND TV reach with digital video.Find and make seamless connection between screens.

Add contextually relevant video units.

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Approach Three. Snapshot

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Mix National Awareness with Targeted Acquisition.

Approach Three. Implications.

Serves dual goal. Addresses both National & Local objectives. Provides foundational national awareness necessary to inform decision. Uses local digital support to drive action.

TV budget is maintained from 2014.

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Budget Comparison.

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Let’s Compare.

321

Female/Male Split 50/50% 60/40% 60/40%

Budget $15.0MM $15.0MM $15.0MM

Reach/Freq/GRP* 80/4.2/335 79/5.5/431 73/4.8/350

Digital IMPs 244.4MM 288.3MM 625.1MM

* TV delivery only

2014

60/40%

$10.0MM

54/3.0/165

155.0MM

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Appendix.

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Contents.

Target & Seasonality.

Snapshot of the gym & fitness category and competitors of

interest.

Season 15 Biggest Loser Summary.

Super Bowl Media Evaluation.

Potential Digital Partners

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Planet Audience.

Adults 25-54 Female Skew (60%/40%)(Reflects the current member mix and the core target

audience.)

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Seasonality.Top membership months are consistent year over year.

January (14.6%), December (10.5%), April (9.5%) & October (7.8%).Overall, the first 4 months represent 42% of all signups.

20132012

*Based on PF Membership Trends

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A snapshot of the gym and fitness category.

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2013 Category Trends.

Spending is up 10-12%.

Q2 spending was up 30% category-wide.

Bally’s and LA Fitness are spending again.

LA Fitness exceeded 2011 levels.

Curves dramatically increased.

A La Carte options are white hot.

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• Owned by Ex PF Franchisee.

• Substantial growth with 50 new locations.

• 71 gyms. 9 states. Florida, “snowbird” & Hispanic market concentration.

Competitors to Watch.

• “No Judgment”• Ex-Planet Execs • Strong US presence

with 70+ stores. 19 DMAs.

• Equinox’s “budget” solution.

• Urban focused. • 30 gyms. Primarily NY.• Clean, slick

presentation, reminiscent of their parent.

$10/month. No commitment.

$15-20/month. $30-40 Annual.

No Term & 12-Mo Agreements

$9.95/month. No commitment.

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No one is as loud as Planet. Yet.

And no one is Motivating Decision

NATIONALLY like Planet.

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Media elements to be evaluated including

Biggest Loser and Super Bowl.

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Cable Nets

The Pieces.

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Biggest Loser.The Biggest Loser./ Details of the Season 15 Partnership and viewership insights

/

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Recap of Season 15 Elements.3rd Consecutive season.Season 15. Oct ‘13 – Jan ’14.

Marquee integration & placement on “the Ranch.” Where Are They Now. Weigh-in logos. Sponsored challenge. Branded giveaway.

A season long presence.Visibility in nearly every episode. 10 in-program TV spots.

Enhanced interactive.First ever digital Photo Gallery sponsorship along with digital buy.

#PFBiggestsupporter social program.

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Who was watching?52 million viewers from premiere to finale.

Over 60% of the audience watching are Adults 25-54.

Two-thirds of the audience are women.

Source: MRI 2013 Doublebase

/ Season 15 /

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BL Media Delivered.

Reached 32% through top-rated Primetime schedule.NBC is on the rise. Strong selection of top rated shows.

Digitally delivered 19.1MM IMPs.Achieved a CTR of .61% and an estimated 1,083 gym signups.

/ Season 15 /

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Moving Forward. S16 & 17.

Preliminary discussions have begun.

Potential for Fall 2014 and Spring 2015 back-to-back

seasons.

95% confirmed for Fall. Spring TBD.

Biggest Loser is a valuable partnership.

Despite a decline in ratings, local value is strong.

Maintain integration investment level.

Keep it fresh. Explore new BL opportunities.

/ Season 15 /

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Cost & Components.

Package Price

Integration Cost. $1.6MM

NBC Buy. $2.5MM within Quarter

Inclusive of TV & Digital Component

Total. $4.1MM*

*Cost for 1 season. Assumes package cost remains flat.

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The Super Bowl XLIX.

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The Most Watched TV Show in US History.

(And the game stunk.)

111.5MM viewers this year.

Over 40% of all adults.

Nearly 55% of adults 25-54.

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Ratings skewed slightly higher during commercial breaks.2nd half posted solid numbers despite the poor game.

The game is viewed across multiple platforms.Mobile sharing was up 67%.

83% viewed across multiple screens.

An advance strategy leading up to the game is crucial.Pre-game spoilers are expected.

As of Jan 31st, YouTube’s Ad Blitz had recorded 77+ million views.

Spectacle Spans Days & Platforms.

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Facebook won in overall interaction. 185 million interactions from 50 million people.

Brands chose Twitter for real-time marketing. 25.3 million tweets equivalent to 1.8 billion imps.

#Hashtag usage exceeded urls.

Overall, advertisers enjoyed 700% increase in social activity vs. a typical day.

Social Media Kept Engagement High.

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The Medium is the Message.

Born on the Super Bowl, GoDaddy, announced their intent to file earlier this month, used SB this year to shift their image.

GoPro debuted their first SB spot 2/2 then announced their filing 2/7.

The Bowl builds brand value with consumers and business influencers.

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Of 39 brands in last year’s Super Bowl, 9 were privately held.

Of those 9, 3 have announced filing (GoDaddy, GoPro and Alex & Ani).

At least 3 appear poised to test the IPO waters, or garner purchase interest (Beats, Sonos, Squarespace).

Positions Brands for Bigger Things.

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Who’s watching?

Source: MRI 2013 Doublebase

M/F split fairly balanced.More than half of the audience watching are Adults 25-54.

Super Bowl Audience Planet Fitness

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The SB Package.

Sticker Price (Unnegotiated)

Spot Cost. $4.5MM

NBC Match. $4.5MM Live Sports &

News

Digital Component. $1.0MM

Total. $10.0MM

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And news properties.

Additional Components.

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Digital Exposure

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Acquisition Drivers

Identify opportunity based on precision targeting,monitoring behaviors and contextual relevance.

Capitalize on low hanging fruit. Convert active inquiries to signups.

Lead Gen

SEM

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Awareness Drivers.

Align with engaging premium platforms that can amplify reach and engagement with messaging.

Leverage breakthrough experiential custom units to optimize engagement & interaction.High

Impact

Premium Online Video

TV Extension

Extend TV presence. Retarget users who saw the on-air ad through 3rd party data. Primary reach driver.

Premium Online Video

Amplify reach & message engagement. Leverage comedic content to align with the PF brand & drive core messaging.

Brand Extension

Deliver an engaged audience with the right mindset. Leverage the fitness & music connection. Build a unique, custom community.