WVU Announces Planet Fitness as Official Fitness Center of Mountaineers

On Thursday, WVU Athletics announced a new multi-year partnership to make Planet Fitness the official fitness center of the West Virginia Mountaineers.

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 rights holder Mountaineer Sports Properties, the locally based team of Learfield – the leading media and technology company powering college athletics.

Proud to announce @PlanetFitness as the Official Fitness Center of WVU Athletics! 🏋️‍♂️🏃‍♀️

🔗 https://t.co/vo4CCP63qO pic.twitter.com/sWv4IW7QCi

— WVU Sports (@WVUSports) July 24, 2025

“We’re proud to be the Official Fitness Center of WVU Athletics,” said Chelsea Halker, Field Marketing Manager at Planet Fitness. “We’ve 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, Planet Fitness 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.”

Most of this story was taken from the WVU press release.

For a related story, WVU names a CEO of Gold & Blue Enterprises initiative.