MORGANTOWN, W.Va. – The West Virginia University Department of Intercollegiate Athletics and United Fitness Partners (United FP) announced today a multi-year partnership with the local franchisee's Planet Fitness locations. Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers with more members than any other fitness brand, as the "Official Fitness Center of WVU Athletics."
The partnership, which includes the official designation and prominent, TV-visible signage at Mountaineer football, basketball and baseball games, was secured on behalf of West Virginia Athletics by athletics multimedia rightsholder Mountaineer Sports Properties, the locally based team of Learfield – the leading media and technology company powering college athletics.
"We're proud to be the Official Fitness Center of WVU Athletics," said Chelsea Halker, Field Marketing Manager at United FP. "United FP has been in West Virginia for over 10 years, and this moment really cements that. With 10 clubs and counting, we're excited to get even closer to the fans and communities we already know and love."
"We are thrilled to welcome Planet Fitness to our team as the Official Fitness Partner of WVU Athletics," said Matt Wells, West Virginia University's Deputy Director of Athletics for External Affairs. "By connecting passionate Mountaineers with convenient, community-centered wellness options, this designation goes beyond branding, it reflects a shared commitment to supporting health and access across West Virginia."
As part of the partnership, United FP will launch a targeted social media lead generation campaign aimed at reaching Mountaineer fans across the state. Leveraging insights from Fanbase, the most comprehensive fan data infrastructure in college athletics, Mountaineer Sports Properties identified more than 113,000 fans within five miles and more than 163,000 within 10 miles of franchise locations. The multimedia rights team and the West Virginia Athletics staff will tap into demographic, geographic, and profile data metrics to better target Mountaineer fans and maximize brand partnership opportunities.
"By leveraging Fanbase, we were able to match Planet Fitness' growth goals with precise fan data and localized strategy," stated
Evan Hawkins, General Manager of Mountaineer Sports Properties. "It's a clear example of how data and creativity can come together to drive smarter partnerships in college athletics."
About Planet Fitness
Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the world by number of members and locations. As of March 31, 2025, Planet Fitness had approximately 20.6 million members and 2,741 clubs in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia and Spain. The Company's mission is to enhance people's lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. More than 90% of Planet Fitness clubs are owned and operated by independent business men and women
About United FP
United Fitness Partners (United FP) is one of the largest Planet Fitness franchisees in the U.S. with more than 190 clubs and development rights to build new clubs across the West, Southwest, Midwest, South and Mid-Atlantic regions. The organization operates clubs across fourteen states, including Alabama, Arizona, Arkansas, Illinois, Kansas, Louisiana, Mississippi, Missouri, Ohio, Oklahoma, Pennsylvania, Tennessee, Texas and West Virginia. United FP's keys to success are hiring top talent, selecting optimal locations, operating exceptionally clean clubs, providing a friendly customer experience and protecting the Judgement Free Zone®.
About West Virginia Athletics
The Department of Intercollegiate Athletics at West Virginia University sponsors 18 varsity sports with more than 500 student-athletes competing in baseball, men's and women's basketball, women's cross country, football, men's golf, women's gymnastics, women's indoor and outdoor track, rifle, men's and women's soccer, men's and women's swimming and diving, women's tennis, women's volleyball, women's rowing and wrestling. West Virginia University competes in the Big 12 Conference in all sports except men's soccer (Sun Belt Conference) and rifle (Great American Rifle Conference) and strives in its athletics program for national excellence and prominence.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
