TowerBrook Transforms Planet Fitness Franchisee Platform with Strategic Acquisition of ECP-PF

Transaction Completes, Positioning 108-Club Operator for Accelerated North American Expansion

TowerBrook Capital Partners, a New York and London-based investment management firm, has successfully closed its acquisition of ECP-PF Holdings Group, Inc., a premier operator of Planet Fitness franchises with 108 locations spanning the United States and Canada. The transaction marks a significant strategic move to capture growth opportunities within North America’s fitness franchise sector, particularly as demand for affordable, inclusive fitness experiences continues to surge.

The Strategic Rationale Behind the Deal

The acquisition underscores TowerBrook’s commitment to backing differentiated consumer-focused platforms with strong operational foundations. ECP-PF, headquartered in Orange, Connecticut, currently serves approximately 600,000 members across six U.S. states (Arizona, Connecticut, Georgia, New Mexico, New York, and Tennessee) and three Canadian provinces (Alberta, British Columbia, and Saskatchewan).

Michael Recht, Managing Director at TowerBrook, highlighted the operational synergies, noting the company’s proven ability to scale through both organic development and strategic acquisitions. “ECP-PF has established an effective model for growth that will facilitate continued expansion with the additional resources and operational expertise that TowerBrook will provide,” Recht stated, emphasizing the platform’s readiness for the next phase of development.

Market Context and Brand Strength

Planet Fitness, the parent brand under which ECP-PF operates, represents one of North America’s largest and fastest-growing fitness franchisors. As of mid-2021, Planet Fitness commanded an impressive footprint of 2,170 clubs serving over 14.8 million members across the United States, Puerto Rico, Canada, Panama, Mexico, and Australia. The brand’s “Judgement Free Zone” positioning resonates with consumers seeking non-intimidating, welcoming fitness environments at accessible price points.

Leadership Continuity and Founder Alignment

A notable aspect of the transaction is the retention of founder influence. Omar Simmons, Founder and former Executive Chairman of ECP-PF, maintains both an equity stake and Board position under the new ownership structure. Simmons emphasized the significance of TowerBrook’s involvement in ECP-PF’s evolution, describing the partnership as “pivotal” to the company’s mission of serving all fitness levels through affordable and inclusive offerings.

David Humphrey, Chief Executive Officer of ECP-PF, echoed confidence in the partnership’s potential, stating that collaboration with TowerBrook will enable accelerated club development, geographic expansion, and operational refinement—key levers for sustained competitive advantage in the franchised fitness sector.

About the Players

TowerBrook Capital Partners manages in excess of $17.4 billion in capital and operates as a purpose-driven investment firm with B Corporation certification—a distinction reflecting its commitment to environmental, social, and governance standards. ECP-PF Holdings Group operates as one of the largest Planet Fitness franchisees, with operations concentrated in high-growth regions across North America.

Brightwood Capital Advisors provided financing for the transaction. The acquisition was facilitated by leading legal and financial advisors, including Goodwin Procter LLP, Lathrop GPM, and Fifth Third Securities for TowerBrook, while Exaltare Capital Management (the previous owner) worked with Sperry Mitchell and DLA Piper.