About Us

Our Story

The roots of IGNITE Fitness Holdings trace back to Joseph Pepe Sr., an influential leader in the fitness industry for over 45 years. Joe opened his first health club in the early 1980’s and in 2003, he became one of the first Planet Fitness franchisees by converting his 4 gyms in Connecticut to Planet Fitness clubs — with the Norwalk, CT location marking the 8th location in the Planet Fitness franchise’s history.

Over time, the company expanded its footprint to 15 Planet Fitness locations across Connecticut. In 2012, a majority stake in the business was sold to Exaltare Capital Partners (ECP), fueling growth that increased the company’s store count to over 100 locations. The company was acquired by TowerBrook Capital Partners in 2021, a private equity firm based in New York and London, where it became a key portfolio entity.

Under the TowerBrook ownership, IGNITE has grown into one of the largest franchise ownership groups within the brand, recognized not only for its impressive operational scale but also for its strong commitment to community engagement—fully aligned with Planet Fitness’s mission to provide a welcoming fitness experience for all.

Today, headquartered in Milford, Connecticut, IGNITE Fitness Holdings owns and operates over 130 Planet Fitness clubs across the United States—including Connecticut, New York, Tennessee, Georgia, New Mexico, and Arizona, well as in Canadian provinces British Columbia, Alberta, and Saskatchewan.

Our Values

At IGNITE we live T.E.A.M. core values dedicated to our “why”- to provide an inclusive and accessible opportunity to live a healthier life.

TEAM #1

Team #1 means we succeed together by supporting one another and fostering a culture of trust and collaboration. We believe that unity and shared purpose lead to greater achievements.

EXCELLENCE

Excellence is our standard—we continuously strive to improve and innovate in everything we do. We aim to deliver high-quality experiences that inspire and uplift our community.

ACCOUNTABILITY

Accountability means we take ownership of our actions and follow through on our commitments. We hold ourselves and each other to the highest standards of integrity and responsibility.

MEMBER-CENTRIC

Member-centric means putting people first—We’re committed to creating a welcoming, supportive environment where every member feels valued, heard, and empowered to reach their goals.