Planet Fitness is leaning into value.
Strong base. In Q1 2025, the company grew revenue 11.5% YoY and added 900K new members, bringing its total to 20.6M. While earnings missed estimates, adjusted EBITDA rose 10%, and same-store sales climbed 6.1%.
Black Card advantage. Planet’s $25/month premium membership hit 65% adoption, its highest yet. A March promo offering the first month free helped drive sign-ups without adding churn.
Gen Z gym. Younger members are fueling growth. Its annual High School Summer Pass program aims to deepen loyalty, with previous years converting mid-single digits to paid memberships.
Durability. Despite economic uncertainty and rising costs, PF plans 160–170 new club openings and 10% top-line growth — citing the brand’s resilience during previous downturns and strong value positioning. However, it anticipates 20% higher CapEx due to tariffs.
Strong enough. To stay competitive, Planet is adjusting its equipment offering to favor strength training, experimenting with new formats, and installing wellness add-ons, including red light therapy and cryotherapy.
Punchline: With its massive scale and low-cost moat, Planet is built to outlast turbulence. While others pivot, Planet’s strength lies in staying exactly who it is, just stronger.
