New Gym Landing in Cinnaminson

A shimmering new fitness center will make its arrival at the Shoppes at Cinnaminson this coming new year.

New Hampshire-bred William Cassotis will be launching his Planet Fitness—a gym known for its trademarked “Judgment Free Zone,” offering the average person a place to work out without feeling hassled or humiliated. 

The new gym will be the fourth franchise in South Jersey owned by Cassotis and his business partner, Bill Fidler, with other locations in Clementon, Mount Laurel and Sewell.

“Neither one of us are from New Jersey,” said Cassotis, a married father of three girls. “But we are committed to the area and have invested over $1 million in Cinnaminson already.”

Brothers Michael and Marc Grondahl, co-founders of the company, acquired a former Gold’s Gym in Dover, NH, and opened the first Planet Fitness in 1992.

In 2003, Chris Rondeau joined the Grondahls as a partner, and the company began franchising.

For five years, Cassotis, 37, had worked as a sales engineer in the technology business. In 2002, he met the Grondahls through a mutual friend. 

“They shared a vision with me,” Cassotis said of the owners’ dream to grow the company through franchising and tap into a business model geared toward the general population.

“I walked away from a six-figure salary,” Cassotis said, who opened one of the first franchises with the company, “and parlayed it into this business.”

Cassotis said the gyms—which boast nearly 3 million members nationally—are for folks who want to “shed some extra pounds, remain fit, and aren’t interested in power lifting.” 

The company, which has been pumping out franchises at an amazing speed, is on pace to have nearly 500 units across 44 states by year’s end, said Mark Christie, vice president of business development. 

“In 2010, we opened 90 gyms. That year, we were the second fastest-growing franchise behind ,” Christie said. “For 2011, we are on pace to open 106 facilities.” 

As such, Inc. magazine ranked Planet Fitness No. 920 on the 2010 Inc. 5,000 list and named it one of the top 10 promising franchises for 2011.

The 20,000-square-foot Planet Fitness will house more than 100 pieces of cardio equipment, a circuit area for abdominal workouts, strength training and free weights, tanning beds, and locker rooms with tile and granite decor.

The gym—located in a corner unit of the strip mall—will have 16 flat-panel TVs. Exercise equipment will have theater plug-ins for headphones. 

Cassotis said he will employ 16 staff members and the facility will be be open 24 hours daily.

“Members who want to exercise at 2 a.m. can,” Cassotis said from the pre-sale office located a couple of doors down from the gym, “and the premises will be secure with on-site management.”

Prices at Planet Fitness are extremely low: $10-a-month local membership or the $19.99 monthly Black Card offering unlimited daily guest privileges, unlimited tanning, free use of massage chairs, 50 percent off all cooler drinks, and use of all clubs in the Planet Fitness chain.

Now through Dec. 30, the club hopes to garner new memberships with a promotional campaign allowing consumers to pay $1 for the $10-a-month plan, instead of the usual $29 start-up fee. 

“We had a pleasant experience working with the township,” Cassotis said, although the partners are still waiting for approval from the township to allow for more signage.

With the closing of the  in the Mainline Shopping Center, Cassotis saw an opportunity in the marketplace.

“We are glad to be coming into the community,” Cassotis said, “and look forward to being up and running.”