Planet Fitness alums Alex, Greg and Robert Baker are teaming up with Conquer Padel to launch the first U.S. franchise, kicking off a 50-club expansion
Conquer Padel is officially entering the U.S. franchise arena, awarding its first-ever domestic deal to a trio of industry veterans with big plans to bring the sport to the masses.
The Arizona-based padel franchise has partnered with the Baker family, who previously operated more than 20 Planet Fitness locations across the Midwest. The family intends to open 50 Conquer Padel clubs nationwide, starting with four in the Northeast. Real estate site selection is already underway.
“This was a very easy decision for us,” Alex Baker said. “We truly believe in Conquer’s model and see it becoming the U.S. industry leader. When Greg and I met the team in Tempe, we knew right away that this was a special group of people who aligned with our values, culture and vision. It felt like family, and that’s exactly what we were looking for.”
The agreement represents a major milestone for padel’s growth in the U.S., where interest in the fast-paced racket sport is accelerating. In 2024 alone, more than 350 padel courts were built across the country, up 77% from 2023.
“The level of sophistication Conquer brought to the table in terms of operations and technology was eye-opening for such a novel franchise,” added Greg Baker. “It solidified our view that they’re the right partner for long-term growth.”
Greg Baker, who previously oversaw financial operations for the family’s Planet Fitness portfolio and recently consulted for Vamos Padel, said Conquer’s infrastructure stood out.
“The level of sophistication Conquer brought to the table in terms of operations and technology was eye-opening for such a novel franchise,” he said. “It solidified our view that they’re the right partner for long-term growth.”
The relationship took shape at RacquetX, where Greg met the Conquer team and began discussions that led to the deal.
“The Baker family fit our franchisee profile to a T,” Conquer Franchise Group CEO Barry Falcon said. “They’re great individuals, savvy businesspeople, have deep fitness industry experience and most importantly, they’re passionate about padel. Franchisee selection is critical to an emerging brand, and this team checks all the boxes.”
