Planet Fitness Returns to Times Square as New Year’s Eve Presenting Sponsor for an Eleventh Year
Krissy Vann | Host, All Things Fitness and Wellness
For more than a decade, one fitness brand has quietly become part of one of the biggest nights in the world. As millions of people look to the ball drop as a symbolic reset, Planet Fitness is once again attaching its name to that moment, returning for an eleventh consecutive year as the presenting sponsor of Times Square’s New Year’s Eve celebration.
The partnership, announced alongside the Times Square Alliance and One Times Square, reinforces Planet Fitness’s long running strategy of meeting consumers at the cultural moments when motivation is highest. New Year’s Eve has become a predictable inflection point for fitness intent, and Planet Fitness continues to use that moment to position itself as an accessible entry point for people at every stage of their fitness journey.
“Our team at Planet Fitness can’t imagine ringing in the new year anywhere other than what feels like the center of the world, Times Square,” said Brian Povinelli, Chief Marketing Officer at Planet Fitness. “For more than a decade, our New Year’s Eve sponsorship inspires people all over the world to prioritize their health and happiness at the start of the new year. No matter what fitness level you are and where you are in your journey, Planet Fitness is here to help you start 2026 feeling strong and confident.”
The brand’s message continues to center on accessibility rather than aspiration. Planet Fitness points to its national footprint, with most Americans living within a short drive of a club, many of which operate around the clock. Memberships include access to strength and cardio equipment, free fitness training with certified trainers, and a growing digital ecosystem through the Planet Fitness app, which offers on demand workouts designed to remove friction for new and returning exercisers.
On the ground in Times Square, Planet Fitness will once again be highly visible. Attendees ringing in 2026 will receive the brand’s signature New Year’s Eve party hats, which have become a recognizable part of the broadcast and in person celebration. This year’s design features a multi purple disco ball motif with a mirrored brim and silver fringe, leaning into the festive tone the brand has cultivated over the years.
“After eleven years, Planet Fitness and its purple and yellow hues have become the primary colors for our Times Square New Year’s Eve celebrations,” said Jeffrey Straus, President of Countdown Entertainment. “Planet Fitness brings incredible energy and positivity to this iconic celebration, and we look forward to welcoming 2026 together with millions of revelers from around the world.”
The sponsorship also extends beyond Times Square itself. Through the Confetti Wishes program, participants can submit messages online or at the Times Square Wishing Wall, with each wish printed on confetti that will be released at midnight. The activation allows people outside New York to participate in the event, while reinforcing Planet Fitness’s positioning around collective motivation and shared goals.
“The Times Square celebration would not be the same without Planet Fitness’ strong presence and those instantly recognizable party hats,” said Tom Harris, President of the Times Square Alliance. “Thanks to our partnership, people across the country can be part of the magic through their Confetti Wishes, one of our favorite traditions each year.”
Planet Fitness will also appear throughout the night on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, airing on ABC and streaming the following day on Hulu. The broadcast reach remains a key component of the partnership, offering Planet Fitness a rare combination of live audience, cultural relevance, and global visibility.
“New Year’s Rockin’ Eve on ABC is the pinnacle celebration viewers choose year after year, and our long standing collaboration with Planet Fitness helps supercharge the energy throughout the entire night,” said John Campbell, Senior Vice President of Entertainment and Streaming Solutions at Disney Advertising. “Combining its expansive reach with unmistakable cultural resonance, the show represents the power of live and how we collectively create moments for brands to break through.”
As the fitness industry continues to navigate shifting consumer expectations and economic pressure, Planet Fitness’s presence in Times Square underscores a broader point. While many brands chase novelty, Planet Fitness has doubled down on consistency, cultural timing, and mass accessibility. Eleven years in, the strategy appears less about spectacle and more about owning the moment when millions of people decide it is time to start again.
