Panera Bread is the single strongest pull in Planet Fitness's top 10, scoring 0.81 — and no other fitness brand appears in the set. The nearest audiences to Planet Fitness look nothing like a gym's natural peer group.

The shape is broad: scores run from 0.81 down to 0.71 across ten neighbors, with no sharp drop-off after the leader. The cluster is defined less by any one subcategory than by a mix of everyday consumer brands and mass-market entertainment. Aldi USA (0.76) and AEW Games (0.76) sit just behind Panera, followed by the TV shows MasterChef (0.73) and The Masked Singer (0.71), the auto dealership J.D. Byrider (0.72), the video game franchise Madden NFL 20 (0.72), and the truck rental service Penske Truck Rental (0.72). Subcategories represented include Restaurant, Grocery and Superstores, Game Developers, TV Shows, Dealerships, Video Game Franchises, and Car Rental — a genuinely heterogeneous mix. DDPY, at 0.67, is the only other Fitness subcategory entity in the top 10, and it sits near the bottom of the set.

The breadth of this neighbor set — spanning grocery, gaming, casual dining, and broadcast TV — suggests Planet Fitness draws an audience whose shape is defined by mainstream, value-oriented consumption patterns rather than fitness-specific interests.