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
Xian Siew
BNP Paribas
3 questions for PLNT
Alexander Perry
Bank of America
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 Hudson
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
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 a net membership increase of approximately 1 million members through Q3. The company plans to allocate more to its national ad fund in 2026 to accelerate top-line growth, leveraging effective marketing messages that will extend into the next year.
- The company is enhancing its member experience with a new "Format Optimized Club" design, which includes updated strength equipment in 80% of clubs by year-end , such as expanded free weights and half racks. This new format has resulted in higher joins, lower attrition, and improved MPS scores.
- The Black Card Spa is being reimagined to drive joins, upgrades, and retention, with five new amenities (dry plunge, Hyperice Recovery, red light infrared sauna, Well-Fit Skin Hydration, Red Light Recovery Pro) being tested as a package in 2026.
- International growth is accelerating, with over 1 million members outside the U.S. and a global footprint expected to surpass 200 clubs in the coming year. Domestically, new club designs aim for over 10% savings on hard construction costs, which are currently around $3 million per club , benefiting from easing real estate conditions and opportunities from retail closures.
- Planet Fitness has grown from approximately 1,000 clubs in 2015 to over 2,800 clubs today and from just over 7 million members to nearly 21 million members today. The company plans to open just under 200 new clubs in 2026 and north of 200 clubs per year in 2027 and 2028.
- The company is executing on four strategic imperatives: evolving its brand to be more modern and relevant, enhancing the member experience, refining its product and optimizing its format, and accelerating growth. This includes increasing net membership by roughly 1 million members through Q3 despite a 50% lift on the entry-level price point and a mid-30% rejoin rate.
- Franchisees overwhelmingly passed a vote to shift one percentage point of the local ad fund to the national ad fund for 2026, effectively moving $45 million to unlock greater scale and efficiency in marketing. The company is also investing in new capabilities like dynamic content optimization, CRM, and expanding its presence on platforms such as Prime Video, Netflix, Hulu, and Twitch.
- For the next three years, Planet Fitness has set the following annual targets :
| Metric | Long-term (Next 3 Years) |
|---|---|
| Revenue Growth (%) | Low double digits |
| Adjusted EBITDA Growth (%) | Mid-teens |
| Adjusted EPS Growth (%) | Mid to high teens |
| New Club Unit Growth (%) | Approximately 6-7% |
| Same Club Sales Growth (%) | Mid-single digits |
- The company aims to operate within a range of four to six times gross leverage, typically leaning towards the bottom half of that range, and plans for opportunistic share repurchases of about $150 million per year between ASRs.
- Planet Fitness (PLNT) has significantly expanded its footprint, growing from 1,000 clubs in 2015 to over 2,800 clubs today, and its membership from 7 million to nearly 21 million. The company is focused on four strategic imperatives: brand evolution, member experience enhancement, product/format refinement, and accelerated growth, supported by easing real estate availability and moderating rent escalation.
- The company reported a net membership increase of approximately 1 million members through Q3 and a roughly 5% increase in average monthly visits compared to last year. To boost marketing effectiveness, Planet Fitness will shift 1% of the local ad fund to the national ad fund for 2026, totaling $45 million, which is expected to yield over 20% savings in media commissions on that portion.
- Planet Fitness is also innovating its Black Card Spa, testing new amenities such as dry plunge and red light infrared sauna to enhance member experience and drive upgrades. Internationally, the company has surpassed 1 million members outside the U.S. and expects to exceed 200 clubs globally in the coming year, with Spain serving as a successful proof of concept.
- For its three-year outlook, Planet Fitness projects approximately 6%-7% new club unit growth, targeting just under 200 new clubs in 2026 and over 200 annually in 2027 and 2028. The company anticipates mid to high teens EPS growth and plans for approximately $150 million per year in share buybacks.
- Planet Fitness (PLNT) is hosting its 2025 Investor Day on November 13, 2025, to present its strategy for global growth and long-term financial targets.
- The company currently operates over 2,800 clubs and serves nearly 21 million members.
- For fiscal years 2026–2028, Planet Fitness projects a long-term growth outlook including low-double digit percent CAGR for revenue, mid-single digit percent for system-wide same club sales growth, and 6% to 7% range for new club unit growth.
- Additionally, for FY 2026-2028, the company anticipates mid-teens percent CAGR for Adjusted EBITDA and mid-to-high teens percent CAGR for Adjusted net income per share, diluted.
- Planet Fitness, Inc. hosted its 2025 Investor Day on November 13, 2025, outlining its strategy to drive global growth and announcing long-term financial targets for fiscal years 2026–2028.
- The company is initiating a long-term growth outlook for fiscal years 2026–2028, targeting low-double digit percent CAGR for revenue, mid-single digit percent for system-wide same club sales growth, and a 6% to 7% range for new club unit growth.
- For the same period, Planet Fitness expects Adjusted EBITDA to grow at a mid-teens percent CAGR and Adjusted net income per share, diluted at a mid-to-high teens percent CAGR, both calculated off of 2025.
- As of September 30, 2025, Planet Fitness had approximately 20.7 million members and 2,795 clubs across various regions. The company also noted it has returned $1.5 billion to shareholders via share repurchases since 2018.
- Planet Fitness reported strong Q3 2025 financial results, with total revenue increasing 13% to $330.3 million and system-wide same club sales growing 6.9%. Adjusted net income per diluted share was $0.80, and adjusted EBITDA increased 14.4% to $140.8 million.
- The company raised its full-year 2025 outlook, now expecting same club sales growth of approximately 6.5% (up from 6%), revenue growth of approximately 11% (up from 10%), adjusted EBITDA growth of approximately 12% (up from 10%), and adjusted net income per diluted share growth in the 16% to 17% range (up from 11% to 12%).
- Planet Fitness announced a decision to raise the Black Card membership price to $29.99 after the peak join season in 2026.
- During Q3 2025, the company repurchased approximately 950,000 shares of its stock for approximately $100 million.
- Planet Fitness reported strong Q3 2025 results, with total revenue increasing 13% to $330.3 million and adjusted net income per diluted share reaching $0.80.
- The company ended Q3 2025 with approximately 20.7 million members and 2,795 global clubs, while achieving 6.9% system-wide Same Club sales growth.
- Management raised its full-year 2025 outlook, now projecting revenue growth of approximately 11% and adjusted net income per diluted share growth in the 16-17% range.
- Planet Fitness plans to raise the Black Card price to $29.99 after the peak join season in 2026, a decision made after extensive testing and analysis.
- The High School Summer Pass program achieved record participation, with 3.7 million teens completing over 19 million free workouts, marking a 30% increase from the prior year.
- Planet Fitness reported strong third quarter fiscal 2025 results, with total revenue increasing 13.0% to $330.3 million and system-wide same club sales increasing 6.9%.
- Net income attributable to Planet Fitness, Inc. was $58.8 million, or $0.70 per diluted share, for Q3 2025, compared to $42.0 million, or $0.50 per diluted share, in the prior year period.
- The company raised its 2025 full-year growth outlook, now expecting system-wide same club sales growth of approximately 6.5% (previously 6.0%), revenue to increase approximately 11% (previously 10%), and adjusted EBITDA to increase approximately 12% (previously 10%).
- During the quarter, 35 new Planet Fitness clubs were opened system-wide, bringing the total to 2,795 clubs as of September 30, 2025, and the company repurchased approximately $100 million of its shares.
- Planet Fitness, Inc. reported total revenue of $330.3 million, an increase of 13.0% from the prior year period, and adjusted net income per diluted share of $0.80 for the third quarter ended September 30, 2025.
- System-wide same club sales increased by 6.9% during the third quarter of 2025.
- The company repurchased approximately $100 million of its shares during the period.
- Planet Fitness, Inc. raised its 2025 full-year growth outlook, now expecting system-wide same club sales growth of approximately 6.5% (previously 6.0%), revenue to increase approximately 11% (previously 10%), Adjusted EBITDA to increase approximately 12% (previously 10%), and adjusted net income per share, diluted, to increase in the 16% to 17% range (previously 11% to 12%).
- 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.