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SBJ Capital Portfolio Company CDM Fitness Holdings Grows Pacific Northwest Footprint with Purchase of Seven Tacoma-Area Planet Fitness Clubs

SBJ Capital Portfolio Company CDM Fitness Holdings Grows Pacific Northwest Footprint with Purchase of Seven Tacoma-Area Planet Fitness Clubs

CDM Fitness Holdings Grows Pacific Northwest Footprint with Purchase of Seven Tacoma-Area Planet Fitness ClubsAcquisition brings CDM’s portfolio to 17 “Judgement Free” Planet Fitness locations in Washington state and 80 locations in total
March 13, 2024 — CDM Fitness Holdings ("CDM") – an SBJ Capital portfolio company and one of the largest developers and operators of fitness clubs under the Planet Fitness brand – announces the purchase of seven Tacoma, WA-area Planet Fitness clubs from Jeg Viper LLC of Philadelphia.The properties, totaling nearly 162,000 square feet, are as follows: 
Club NameAddress
Bonney Lake19561 WA-410, Bonney Lake, WA 98391
Milton2800 Milton Way, Milton, WA 98354
Puyallup625 River Road, Puyallup, WA 98371
Tacoma (Fern Hill)9820 Pacific Ave, Tacoma, WA 98444
Tacoma (West End)2217 North Pearl Street, Tacoma, WA 98406
University Place6706 19th Ave West, University Place, WA 98466
Tacoma (Eastside)817 E 72nd Street, Tacoma, WA 98404
This transaction (which did not involve brokers) grants CDM the rights to build and operate additional clubs in the Tacoma area. It marks CDM’s second Planet Fitness acquisition in Washington state, following the 2023 purchase of 10 locations in the Seattle area:  RentonFederal WayKentWoodinvilleDes MoinesMarysvilleCovingtonAuburnKent Valley and Bellevue, which opened in July 2023.
 “Seattle-Tacoma is a diverse, vibrant market, and we believe underserved in terms of affordable fitness options,” said Bruce Edwards, CEO of CDM. “We have experienced a positive reception since entering the greater Seattle market, and our immediate plans are to reinvest in and enhance our existing locations with new equipment and facility upgrades to ensure that our member experience rivals that of a brand-new facility. We are also actively looking to expand our Planet Fitness network to additional areas in and around the region.”Planet Fitness prides itself on providing a high-quality experience at an exceptional value and being home of the Judgement Free Zone®, where members experience a hassle-free, non-intimidating environment. Its locations offer state of the art cardio machines and strength equipment, 30-Minute Express Circuit, numerous flat screen televisions, fully equipped locker rooms with day lockers and showers, and additional amenities. For more information, visit or follow on FacebookInstagram and TikTok.

ABOUT CDM Fitness Holdings

CDM Fitness Holdings opened its first Planet Fitness club in 2002 in Massachusetts and entered into one of the first exclusive area development agreements with Planet Fitness corporate. In 2011, CDM established the first marketing cooperative in the Planet Fitness system. Since that time, CDM has grown to 80 clubs in Massachusetts, Rhode Island, New Hampshire, Vermont and Washington state through new club openings and acquisitions and is now one of the largest operators of Planet Fitness clubs.


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 December 31, 2023, Planet Fitness had approximately 18.7 million members and 2,575 stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico and Australia. 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 stores are owned and operated by independent business men and women.


SBJ Capital is a private investment firm focused on investing in founder and family-owned consumer and services companies. SBJ provides operational resources, strategic advice, domain expertise, and a partnership approach to realize the shared goals of entrepreneurs, owners, and management teams. SBJ was founded by an experienced team of professionals with a track record of growing companies both as principal investors and as operating executives. Please visit for more information.
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