Jan 04, 2012 at 02:08 PM
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Bang-Pow! Planet Fitness Is The Biggest Loser's New Gym Partner

Planet Fitness, the fast growing gym franchise popularized by its humorous commercials, has entered into a brand partnership with NBC's The Biggest Loser season 13, replacing 24-Hour Fitness as the show's official gym. During the season, contestants will work out on Planet Fitness gym equipment at The Biggest Loser ranch in Calabasas, California.

The partnership is a big move for the New Hampshire-based chain that has become known for ads that kick grunting bodybuilders out of the chain's gyms. Planet Fitness, which will add its 500th location this month, plans to use the partnership to tout its "no-judgement zone" brand positioning.

In addition to working out with Planet Fitness equipment, some Biggest Loser episodes throughout the winter and spring will feature contestants working out at Planet Fitness gyms near their homes, under the guidance of Planet Fitness trainers.

“We’re thrilled to be associated with The Biggest Loser and proud to have the opportunity to help the show’s contestants on their journey toward improving their health and changing their lives,” said Planet Fitness co-founder and chief executive Michael Grondahl. “Planet Fitness is the one gym where all people – no matter their fitness level – will find a comfortable and non-intimidating atmosphere to pursue their goals.”

The gym chain appeared on last year's Inc. 500's list with $157 million in revenue and says it now has 3.5 million members in 38 states. Planet Fitness added 100 gyms in 2011 and says it will open its 500th gym later this month.

The Biggest Loser, which debuted on NBC in 2004, attracts nearly 7 million viewers a week.