Planet Fitness, Inc. (PLNT) is a leading franchisor and operator of fitness centers worldwide, known for its accessible and non-intimidating environment. The company provides affordable gym memberships and operates through a combination of franchise and corporate-owned fitness centers. Planet Fitness sells gym memberships and fitness equipment, catering to a broad demographic, including those who may find traditional gyms intimidating or costly.
- Corporate-owned Clubs - Operates fitness centers throughout the U.S., Canada, and Spain, offering memberships, fitness instruction, and retail sales.
- Franchise - Manages franchising operations in the U.S., Puerto Rico, Canada, Panama, Mexico, Australia, and Spain, generating revenue through royalties and franchise fees.
- Equipment - Sells fitness equipment to franchisee-owned clubs in the U.S., Canada, and Mexico, with franchisees required to replace equipment every five to nine years.
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| Name | Position | External Roles | Short Bio | |
|---|---|---|---|---|
Craig Benson ExecutiveBoard | Interim Chief Executive Officer | CEO of Soft Draw Investments, LLC; Vice Chairman of Trustees at Babson College; Franchisee of Dunkin’ Donuts LLC; Owner of DA Business Enterprises, LLC; 10% Owner of Radianse | Former Governor of New Hampshire and co-founder of Cabletron Systems. Joined PLNT Board in 2017 and became Interim CEO in 2023. | View Report → |
Bill Bode Executive | Chief Operating Officer | None | Joined PLNT in 2016. Previously held leadership roles at Dunkin’ Brands. Transitioning to COO effective March 2025. | |
Brian Povinelli Executive | Chief Marketing Officer | None | Former Global Head of Marketing & Brand at Marriott International. Appointed Chief Marketing Officer of PLNT in February 2025. | |
Chip Ohlsson Executive | Chief Development Officer | None | Former EVP and Chief Development Officer at Wyndham Hotels & Resorts. Appointed Chief Development Officer of PLNT in January 2025. | |
Colleen Keating Executive | Chief Executive Officer | None | Former CEO of FirstKey Homes and COO at InterContinental Hotels Group. Appointed CEO of PLNT in 2024. | |
Jamie Medeiros Executive | Chief Brand Officer | None | Oversees brand initiatives at PLNT. Reports to Chief Marketing Officer Brian Povinelli. | |
Jay Stasz Executive | Chief Financial Officer | None | Former CFO at Savers Value Village and Ollie's Bargain Outlet. Appointed CFO of PLNT in November 2024. | |
Thomas Fitzgerald Executive | Chief Financial Officer | Board Member at Premier Franchise Management | Joined PLNT in 2020. Previously CFO at Potbelly Sandwich Works and Charming Charlie Inc. Retiring effective September 1, 2024. | |
Bernard Acoca Board | Director | CEO of Zaxby's | CEO of Zaxby's since 2022. Joined PLNT Board in 2021. | |
Cammie Dunaway Board | Director | Board Member at Red Robin Gourmet Burgers and Flo | Former CMO at Duolingo and Nintendo. Joined PLNT Board in 2017. | |
Christopher Tanco Board | Director | Operating Partner at Princeton Equity Group; Senior Adviser at Alvarez & Marsal Capital; Board Member at Max’s Group Inc., 7-Eleven Mexico, and 7-Eleven International | Former COO at 7-Eleven. Joined PLNT Board in 2021. | |
Enshalla Anderson Board | Director | Global Head of Brand Strategy, Google Cloud | Joined PLNT Board in 2020. Leads global brand strategy and creative teams at Google Cloud. | |
Frances Rathke Board | Director | Board Member at Green Mountain Power, John Hancock Investments, Oatly, and Flynn Center for Performing Arts | Former CFO of Keurig Green Mountain and Ben & Jerry’s. Joined PLNT Board in 2016. | |
Stephen Spinelli, Jr. Board | Chair of the Board | President of Babson College; Board Member at Berwind Corporation and Fyzical Therapy and Balance Centers | Co-founder of Jiffy Lube and former President of Philadelphia University. Chair of PLNT Board since 2017. |
- With the recent increase of the classic card price from $10 to $15 for new members, have you considered adjusting prices for existing members, and how might this impact member retention and the overall volume-driven growth strategy?
- Can you provide more details on the specific SG&A investments planned for Q4, including the magnitude and areas of focus, and how these investments will set the company up for a successful 2025?
- Given the slight decline in membership in Q3 following the price increase, what strategies are in place to sustain net member growth and mitigate potential churn, especially among price-sensitive segments?
- How are you addressing franchisee concerns regarding build-out costs and the economic model, and what additional steps are being taken to enhance franchisee returns and stimulate new club development?
- Could you elaborate on your international expansion plans, particularly in markets like Mexico, Spain, and Australia, and what challenges do you anticipate in achieving scale and density in these regions?
Research analysts who have asked questions during Planet Fitness earnings calls.
John Heinbockel
Guggenheim Partners
4 questions for PLNT
Rahul Krotthapalli
JPMorgan Chase & Co.
4 questions for PLNT
Randal Konik
Jefferies LLC
4 questions for PLNT
Sharon Zackfia
William Blair & Company
4 questions for PLNT
Jonathan Komp
Robert W. Baird & Co.
3 questions for PLNT
Joseph Altobello
Raymond James & Associates, Inc.
3 questions for PLNT
Maksim Rakhlenko
Cowen and Company
3 questions for PLNT
Simeon Siegel
BMO Capital Markets
3 questions for PLNT
Alexander Perry
Bank of America
2 questions for PLNT
Xian Siew
BNP Paribas
2 questions for PLNT
Chris O'cull
Stifel Financial Corp
1 question for PLNT
J.P. Scafidi
ROTH Capital Partners
1 question for PLNT
Korinne Wolfmeyer
Piper Sandler & Co.
1 question for PLNT
Logan Reich
RBC Capital Markets
1 question for PLNT
Lucas Hutson
Bank of America
1 question for PLNT
Madison Callinan
Canaccord Genuity
1 question for PLNT
Marni Lysaght
Macquarie Group
1 question for PLNT
Martin Mitela
Raymond James & Associates, Inc.
1 question for PLNT
Max Rakhlenko
TD Cowen
1 question for PLNT
Megan Christine Alexander
Morgan Stanley
1 question for PLNT
Megan Clapp
Morgan Stanley
1 question for PLNT
Xian Siew Hew Sam
BNP Paribas
1 question for PLNT
Notable M&A activity and strategic investments in the past 3 years.
| Company | Year | Details |
|---|---|---|
Five Stores in Mexico (Franchisee-Owned Stores) | 2023 | Planet Fitness finalized a settlement on October 20, 2023 to acquire five franchisee-owned stores in Mexico for a total settlement of $31,619, after initially recording an estimated liability of $8,550 that was later revised, thereby resolving long-standing contractual disputes. |
Four Franchise Stores in Florida | 2023 | Planet Fitness acquired four franchise stores in Florida on April 16, 2023, paying approximately $26.3 million (net $26.15 million after recording a loss of $110,000), and financed the purchase through cash on hand to expand its Corporate-owned stores segment and boost revenue and EBITDA. |
Sunshine Fitness Growth Holdings, LLC | 2022 | Planet Fitness, Inc. acquired Sunshine Fitness Growth Holdings, LLC on February 10, 2022 for approximately $825.7 million—a mix of $431.9 million in cash and $393.7 million in equity—acquiring 114 stores across multiple states and significantly diversifying its geographic footprint, with substantial recorded goodwill and intangible assets, and strategic operational benefits. |
Recent press releases and 8-K filings for PLNT.
- Planet Fitness reported strong Q2 2025 financial results, with total revenue of $340.9 million, adjusted EBITDA of $147.6 million, and adjusted net income per diluted share of $0.86.
- The company achieved 8.2% system-wide same-club sales growth and ended the quarter with approximately 20.8 million members and 2,762 clubs globally.
- The national rollout of online membership cancellation in May led to a slightly elevated cancel rate, which is factored into the full-year outlook. Black Card penetration increased to 65.8%.
- For the full year 2025, Planet Fitness reiterated its growth targets, expecting revenue and adjusted EBITDA to grow approximately 10%, and adjusted net income per diluted share to grow 11% to 12%. System-wide same-club sales growth guidance was narrowed to approximately 6%.
- The company also executed an agreement to sell its eight corporate clubs in California to a franchisee, aligning with its asset-light model.
- Total revenue increased by 11.5% to $276.7 million reflecting robust growth .
- Membership reached approximately 20.6 million with an increase of ~900,000 .
- Opened 19 new clubs with system-wide same club sales up 6.1%, expanding the network to 2,741 .
- Net income was $41.9 million (EPS $0.50) with adjusted net income per diluted share of $0.59 .
- Adjusted EBITDA reached $117 million, up 10.1% .
- $50.0 million was used for share buybacks, executing the repurchase of 544,226 shares .
- Enhanced member experience through targeted promotions, including Black Card offers that boosted penetration to 65%, and continued investments in equipment mix and pricing adjustments .