Planet Fitness (PLNT)
Market Price (6/18/2026): $50.23 | Market Cap: $4.0 BilSector: Consumer Discretionary | Industry: Leisure Facilities
Planet Fitness (PLNT)
Market Price (6/18/2026): $50.23Market Cap: $4.0 BilSector: Consumer DiscretionaryIndustry: Leisure Facilities
Investment Highlights Why It Matters Detailed financial logic regarding cash flow yields vs trend-riding momentum.
Attractive yieldTotal YieldTotal Yield = Earnings Yield + Dividend Yield, Earnings Yield = Net Income / Market Cap Dividend Yield = Total Dividends / Market Cap is 5.7%, FCF Yield is 6.7% Strong revenue growthRev Chg LTMRevenue Change % Last Twelve Months (LTM) is 14% Attractive operating marginsOp Mgn LTMOperating Margin = Operating Income / Revenue Reflects profitability before taxes and before impact of capital structure (interest payments). is 30% Attractive cash flow generationCFO/Rev LTMCash Flow from Operations / Revenue (Sales), Last Twelve Months (LTM) is 31%, FCF/Rev LTMFree Cash Flow / Revenue (Sales), Last Twelve Months (LTM) is 19% Valuation becoming less expensiveP/S 6M Chg %Price/Sales change over 6 months. Declining P/S indicates valuation has become less expensive. is -57% Low stock price volatilityVol 12M is 45% Megatrend and thematic driversMegatrends include Experience Economy & Premiumization, and Health & Wellness Trends. Themes include Experiential Retail, and Accessible Fitness & Wellness Services. | Weak multi-year price returns2Y Excs Rtn is -68%, 3Y Excs Rtn is -99% | Debt is significantNet D/ENet Debt/Equity. Debt net of cash. Negative indicates net cash. Equity is taken as the Market Capitalization is 60% Key risksPLNT key risks include [1] its limited service model's vulnerability to evolving consumer preferences for more specialized training, Show more. |
| Attractive yieldTotal YieldTotal Yield = Earnings Yield + Dividend Yield, Earnings Yield = Net Income / Market Cap Dividend Yield = Total Dividends / Market Cap is 5.7%, FCF Yield is 6.7% |
| Strong revenue growthRev Chg LTMRevenue Change % Last Twelve Months (LTM) is 14% |
| Attractive operating marginsOp Mgn LTMOperating Margin = Operating Income / Revenue Reflects profitability before taxes and before impact of capital structure (interest payments). is 30% |
| Attractive cash flow generationCFO/Rev LTMCash Flow from Operations / Revenue (Sales), Last Twelve Months (LTM) is 31%, FCF/Rev LTMFree Cash Flow / Revenue (Sales), Last Twelve Months (LTM) is 19% |
| Valuation becoming less expensiveP/S 6M Chg %Price/Sales change over 6 months. Declining P/S indicates valuation has become less expensive. is -57% |
| Low stock price volatilityVol 12M is 45% |
| Megatrend and thematic driversMegatrends include Experience Economy & Premiumization, and Health & Wellness Trends. Themes include Experiential Retail, and Accessible Fitness & Wellness Services. |
| Weak multi-year price returns2Y Excs Rtn is -68%, 3Y Excs Rtn is -99% |
| Debt is significantNet D/ENet Debt/Equity. Debt net of cash. Negative indicates net cash. Equity is taken as the Market Capitalization is 60% |
| Key risksPLNT key risks include [1] its limited service model's vulnerability to evolving consumer preferences for more specialized training, Show more. |
Qualitative Assessment
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Planet Fitness (PLNT) stock has lost about 40% since 2/28/2026 because of the following key factors:
1. Revised Downward 2026 Financial Guidance. Planet Fitness significantly lowered its full-year 2026 financial outlook, which was a central factor in the stock's decline. The company cut its system-wide same-club sales growth projection from approximately 4-5% to about 1%. Revenue growth guidance was reduced from approximately 9% to about 7%, and adjusted EBITDA growth was trimmed from approximately 10% to around 6%. Adjusted net income was also forecast to decline by about 2% instead of growing by 4-5%. This revision followed the release of Q1 2026 results on May 7, 2026.
2. Slower-Than-Expected Net Member Growth. Despite reporting a 21.9% increase in total revenue for Q1 2026, Planet Fitness experienced a substantial slowdown in net new member additions. The company reported a 36% decline in net new member adds compared to the previous year during what is typically its strongest sign-up season in the first quarter. This underperformance in member acquisition during the crucial New Year period directly impacted the company's full-year expectations.
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Planet Fitness (PLNT) stock has lost about 40% since 2/28/2026 because of the following key factors:
1. Revised Downward 2026 Financial Guidance. Planet Fitness significantly lowered its full-year 2026 financial outlook, which was a central factor in the stock's decline. The company cut its system-wide same-club sales growth projection from approximately 4-5% to about 1%. Revenue growth guidance was reduced from approximately 9% to about 7%, and adjusted EBITDA growth was trimmed from approximately 10% to around 6%. Adjusted net income was also forecast to decline by about 2% instead of growing by 4-5%. This revision followed the release of Q1 2026 results on May 7, 2026.
2. Slower-Than-Expected Net Member Growth. Despite reporting a 21.9% increase in total revenue for Q1 2026, Planet Fitness experienced a substantial slowdown in net new member additions. The company reported a 36% decline in net new member adds compared to the previous year during what is typically its strongest sign-up season in the first quarter. This underperformance in member acquisition during the crucial New Year period directly impacted the company's full-year expectations.
3. Ineffective Marketing Strategy and Paused Price Hike. Management acknowledged that a shift in its marketing strategy "may have pivoted too far," moving towards a "fitness-minded" demographic and away from its core "lighthearted approachable tone" and "beginner fitness" customer base. This alienation of its primary market led to increased churn and disappointing membership growth. Compounding these issues, Planet Fitness paused a planned national Black Card price increase, citing a need for a broader pricing review. This decision removed a key growth driver and raised concerns about the company's future pricing power.
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Stock Movement Drivers
Fundamental Drivers
The -38.9% change in PLNT stock from 2/28/2026 to 6/17/2026 was primarily driven by a -43.6% change in the company's P/E Multiple.| (LTM values as of) | 2282026 | 6172026 | Change |
|---|---|---|---|
| Stock Price ($) | 82.15 | 50.21 | -38.9% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 1,324 | 1,385 | 4.6% |
| Net Income Margin (%) | 16.5% | 16.5% | -0.1% |
| P/E Multiple | 30.9 | 17.5 | -43.6% |
| Shares Outstanding (Mil) | 83 | 80 | 3.7% |
| Cumulative Contribution | -38.9% |
Market Drivers
2/28/2026 to 6/17/2026| Return | Correlation | |
|---|---|---|
| PLNT | -38.9% | |
| Market (SPY) | 8.3% | 17.6% |
| Sector (XLY) | -1.0% | 8.6% |
Fundamental Drivers
The -55.2% change in PLNT stock from 11/30/2025 to 6/17/2026 was primarily driven by a -61.6% change in the company's P/E Multiple.| (LTM values as of) | 11302025 | 6172026 | Change |
|---|---|---|---|
| Stock Price ($) | 111.97 | 50.21 | -55.2% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 1,288 | 1,385 | 7.5% |
| Net Income Margin (%) | 16.0% | 16.5% | 3.4% |
| P/E Multiple | 45.4 | 17.5 | -61.6% |
| Shares Outstanding (Mil) | 84 | 80 | 5.0% |
| Cumulative Contribution | -55.2% |
Market Drivers
11/30/2025 to 6/17/2026| Return | Correlation | |
|---|---|---|
| PLNT | -55.2% | |
| Market (SPY) | 9.0% | 13.6% |
| Sector (XLY) | -1.9% | 5.9% |
Fundamental Drivers
The -51.2% change in PLNT stock from 5/31/2025 to 6/17/2026 was primarily driven by a -63.8% change in the company's P/E Multiple.| (LTM values as of) | 5312025 | 6172026 | Change |
|---|---|---|---|
| Stock Price ($) | 102.83 | 50.21 | -51.2% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 1,210 | 1,385 | 14.4% |
| Net Income Margin (%) | 14.8% | 16.5% | 11.3% |
| P/E Multiple | 48.2 | 17.5 | -63.8% |
| Shares Outstanding (Mil) | 84 | 80 | 5.8% |
| Cumulative Contribution | -51.2% |
Market Drivers
5/31/2025 to 6/17/2026| Return | Correlation | |
|---|---|---|
| PLNT | -51.2% | |
| Market (SPY) | 27.2% | 12.2% |
| Sector (XLY) | 8.9% | 8.3% |
Fundamental Drivers
The -21.5% change in PLNT stock from 5/31/2023 to 6/17/2026 was primarily driven by a -65.8% change in the company's P/E Multiple.| (LTM values as of) | 5312023 | 6172026 | Change |
|---|---|---|---|
| Stock Price ($) | 63.94 | 50.21 | -21.5% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 972 | 1,385 | 42.4% |
| Net Income Margin (%) | 10.9% | 16.5% | 52.1% |
| P/E Multiple | 51.1 | 17.5 | -65.8% |
| Shares Outstanding (Mil) | 84 | 80 | 6.1% |
| Cumulative Contribution | -21.5% |
Market Drivers
5/31/2023 to 6/17/2026| Return | Correlation | |
|---|---|---|
| PLNT | -21.5% | |
| Market (SPY) | 84.3% | 26.7% |
| Sector (XLY) | 56.1% | 24.8% |
Price Returns Compared
| 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | Total [1] | |
|---|---|---|---|---|---|---|---|
| Returns | |||||||
| PLNT Return | 17% | -13% | -7% | 35% | 10% | -54% | -35% |
| Peers Return | 23% | -22% | 9% | 26% | -21% | -4% | -0% |
| S&P 500 Return | 27% | -19% | 24% | 23% | 16% | 10% | 100% |
Monthly Win Rates [3] | |||||||
| PLNT Win Rate | 50% | 33% | 58% | 58% | 50% | 0% | |
| Peers Win Rate | 48% | 45% | 52% | 53% | 42% | 47% | |
| S&P 500 Win Rate | 75% | 42% | 67% | 75% | 67% | 50% | |
Max Drawdowns [4] | |||||||
| PLNT Max Drawdown | -22% | -42% | -48% | -25% | -21% | -60% | |
| Peers Max Drawdown | -43% | -53% | -49% | -40% | -48% | -35% | |
| S&P 500 Max Drawdown | -5% | -25% | -10% | -8% | -19% | -9% | |
[1] Cumulative total returns since the beginning of 2021
[2] Peers: LTH, XPOF, PTON, LULU, DKS.
[3] Win Rate = % of calendar months in which monthly returns were positive
[4] Max drawdown represents maximum peak-to-trough decline within a year
[5] 2026 data is for the year up to 6/17/2026 (YTD)
How Low Can It Go
| Event | PLNT | S&P 500 |
|---|---|---|
| Summer-Fall 2023 Five Percent Yield Shock | ||
| % Loss | -33.7% | -9.5% |
| % Gain to Breakeven | 50.9% | 10.5% |
| Time to Breakeven | 64 days | 24 days |
| 2023 SVB Regional Banking Crisis | ||
| % Loss | -23.4% | -6.7% |
| % Gain to Breakeven | 30.6% | 7.1% |
| Time to Breakeven | 473 days | 31 days |
| 2022 Inflation Shock & Fed Tightening | ||
| % Loss | -39.3% | -24.5% |
| % Gain to Breakeven | 64.7% | 32.4% |
| Time to Breakeven | 776 days | 427 days |
| 2020 COVID-19 Crash | ||
| % Loss | -68.7% | -33.7% |
| % Gain to Breakeven | 219.0% | 50.9% |
| Time to Breakeven | 343 days | 140 days |
| Q4 2018 Fed Policy Error / Growth Scare | ||
| % Loss | -10.1% | -19.2% |
| % Gain to Breakeven | 11.3% | 23.8% |
| Time to Breakeven | 27 days | 105 days |
| 2015-2016 China Devaluation / Global Growth Scare | ||
| % Loss | -30.6% | -12.2% |
| % Gain to Breakeven | 44.0% | 13.9% |
| Time to Breakeven | 130 days | 62 days |
In The Past
Planet Fitness's stock fell -10.0% during the 2025 US Tariff Shock. Such a loss loss requires a 11.1% gain to breakeven.
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| Event | PLNT | S&P 500 |
|---|---|---|
| Summer-Fall 2023 Five Percent Yield Shock | ||
| % Loss | -33.7% | -9.5% |
| % Gain to Breakeven | 50.9% | 10.5% |
| Time to Breakeven | 64 days | 24 days |
| 2023 SVB Regional Banking Crisis | ||
| % Loss | -23.4% | -6.7% |
| % Gain to Breakeven | 30.6% | 7.1% |
| Time to Breakeven | 473 days | 31 days |
| 2022 Inflation Shock & Fed Tightening | ||
| % Loss | -39.3% | -24.5% |
| % Gain to Breakeven | 64.7% | 32.4% |
| Time to Breakeven | 776 days | 427 days |
| 2020 COVID-19 Crash | ||
| % Loss | -68.7% | -33.7% |
| % Gain to Breakeven | 219.0% | 50.9% |
| Time to Breakeven | 343 days | 140 days |
| 2015-2016 China Devaluation / Global Growth Scare | ||
| % Loss | -30.6% | -12.2% |
| % Gain to Breakeven | 44.0% | 13.9% |
| Time to Breakeven | 130 days | 62 days |
In The Past
Planet Fitness's stock fell -10.0% during the 2025 US Tariff Shock. Such a loss loss requires a 11.1% gain to breakeven.
Preserve Wealth
Limiting losses and compounding gains is essential to preserving wealth.
Asset Allocation
Actively managed asset allocation strategies protect wealth. Learn more.
About Planet Fitness (PLNT)
Planet Fitness, Inc. (PLNT) operates as a prominent franchisor and operator of fitness centers under the "Planet Fitness" brand. The company primarily offers gym memberships, providing access to fitness equipment and facilities across its network of locations. Its business model is diversified, involving the direct operation of corporate-owned stores in the U.S. and Canada, alongside an extensive franchising program.
A significant portion of Planet Fitness's revenue is generated through its franchising segment, where it grants licenses to franchisees to operate fitness centers using its brand and operational model. Beyond membership fees and franchise royalties, the company also engages in the sale of fitness equipment directly to its franchisee-owned stores in the United States and Canada, ensuring brand consistency and potentially streamlining equipment procurement for its partners.
Planet Fitness primarily targets a broad customer base seeking affordable and accessible fitness solutions, often distinguished by its "Judgment Free Zone" philosophy. Its market reach extends across the United States, including all 50 states, the District of Columbia, and Puerto Rico, and internationally into Canada, Panama, Mexico, and Australia, serving a diverse demographic of individuals looking for a welcoming gym environment.
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Here are a few analogies for Planet Fitness:
- Planet Fitness is like the Walmart for gyms.
- Planet Fitness is like the McDonald's for gyms.
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- Fitness Center Memberships: Provides access to fitness facilities, equipment, and services at corporate-owned and franchised locations.
- Franchising Services: Grants the rights and support for independent operators to establish and run Planet Fitness branded gyms.
- Fitness Equipment Sales: Sells various fitness equipment directly to its franchisee-owned stores.
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Planet Fitness (PLNT) primarily serves individuals who become members of its fitness centers. While the company operates through a significant franchising model, its ultimate goal and the core service provided under the Planet Fitness brand are directed towards the end-user, the individual gym-goer.
Categories of Individual Customers:
- First-Time or Casual Gym-Goers: Planet Fitness's "Judgement Free Zone®" and inviting atmosphere are designed to appeal to individuals who are new to fitness, may feel intimidated by traditional gyms, or prefer a non-competitive and straightforward workout environment.
- Budget-Conscious Individuals: The company's highly affordable membership plans (often as low as $10 per month for basic access) attract customers seeking a cost-effective solution for their fitness needs without requiring a significant financial commitment.
- Convenience-Seeking Individuals: With its extensive network of locations across the United States and internationally, often operating 24/7, Planet Fitness caters to members who value easy accessibility, proximity to their homes or workplaces, and flexibility in their workout schedules.
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- Life Fitness
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Colleen Keating, Chief Executive Officer
Colleen Keating joined Planet Fitness in 2024 as the Chief Executive Officer. She brings over 30 years of leadership experience spanning hospitality, real estate, operations, and franchise management. Keating most recently served as CEO of FirstKey Homes LLC from 2020 to 2024, where she was responsible for the strategic direction, increasing operational efficiency, and driving scalable growth. Before FirstKey Homes, she was the Chief Operating Officer of the Americas at InterContinental Hotels Group (IHG) from 2018 to 2020, overseeing operations for over 4,000 hotels. Earlier in her career, she spent 16 years at Starwood Hotels & Resorts Worldwide, Inc., holding various leadership roles including Senior Vice President of Franchise Operations and Compliance, North America.
Tom Fitzgerald, Interim Chief Financial Officer
Tom Fitzgerald was appointed Interim Chief Financial Officer in March 2026, a role he previously held from 2020 through 2024. He possesses over four decades of experience in senior finance and operating leadership across multi-unit, consumer-facing businesses. During his prior tenure at Planet Fitness, he played a key role in the acquisition of one of the company's largest franchisees. Prior to joining Planet Fitness, Fitzgerald served as Chief Financial Officer and Senior Vice President of Potbelly Sandwich Works. His extensive background also includes multiple leadership roles at Charming Charlie, including President and CFO, and Chief Administrative Officer, as well as Chief Administrative Officer of Sears Canada. Additionally, he held senior positions at Liz Claiborne (Chief Operating Officer), Burlington Coat Factory (Chief Financial Officer), and Bath & Body Works (Chief Operating Officer), and began his career at PepsiCo.
Paul Barber, Chief Information Officer
Paul Barber joined Planet Fitness in October 2022 as Chief Information Officer, leading the company's technology evolution and strategy. He has over 20 years of leadership experience across various industries. Prior to Planet Fitness, he served as Senior Vice President of Information Technology at United Natural Foods Inc. Barber was also the Chief Technology Officer at Airline Report Corporation, where he modernized technology for annual payments in the billions of dollars. He was part of the technology team at Dunkin' Brands that successfully rolled out mobile ordering across 9,000 locations and supported the transformation of technology and data systems for KFC and Pizza Hut at Yum! Brands.
Bill Bode, Chief Operating Officer
Bill Bode serves as the Chief Operating Officer for Planet Fitness.
Chip Ohlsson, Chief Development Officer
Chip Ohlsson is the Chief Development Officer at Planet Fitness. He is an accomplished development executive with extensive experience in the hospitality industry, specializing in launching hotel brands and accelerating growth. Prior to joining Planet Fitness, Ohlsson served as Executive Vice President and Chief Development Officer at Wyndham Hotels & Resorts from 2015 to 2024, where he led the development of 24 hotel brands across North America. During his time at Wyndham, he achieved 16 consecutive quarters of growth, restructured sales teams, strengthened relationships with key ownership groups, and managed a significant annual budget.
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Key Risks to Planet Fitness (PLNT)
- Intensifying Competition and Market Saturation: Planet Fitness operates in a highly competitive and fragmented fitness industry, facing challenges from traditional gyms, boutique studios, and online fitness platforms. As the company continues its expansion, there is an increasing risk of market saturation and the potential for cannibalization of revenues from existing clubs. Competitors are also replicating the "high-value, low-price" model, pressuring Planet Fitness to innovate and differentiate to maintain its market position.
- Dependence on Franchisee Performance and Expansion: A substantial portion of Planet Fitness's business model and growth trajectory relies on the operational performance and financial health of its franchisees. Risks include potential downturns in franchisee performance, delays in new club development, and slower equipment purchases by franchisees due to factors such as higher financing costs or weaker unit economics. Challenges in securing suitable retail space and extended timelines for store openings also pose significant hurdles to the company's expansion plans.
- Economic Sensitivity, Consumer Spending Fluctuations, and Member Churn: Gym memberships are often considered discretionary expenses, making Planet Fitness vulnerable to macroeconomic factors like recessions or changes in consumer spending habits. Economic uncertainties can lead to decreased membership sign-ups and higher cancellation rates. The company also faces challenges with member churn, particularly with the implementation of easier cancellation features like "click-to-cancel," which can elevate turnover and potentially slow net member growth if rejoining rates decline.
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Planet Fitness (symbol: PLNT) operates in the health and fitness industry, primarily through franchising and operating fitness centers and selling fitness equipment to its franchisees. The addressable markets for these main products and services vary by region:
Health and Fitness Clubs (Franchising and Operating Fitness Centers)
- Global Market: The global health and fitness club market was valued at approximately USD 121.19 billion in 2024 and is projected to reach USD 244.70 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 9.30% during the forecast period. Another estimate places the global market at USD 102.3 billion in 2024, with a projection to reach USD 234.8 billion by 2034, growing at a CAGR of 8.8%. The fitness industry globally is also reported to be worth $257 billion in 2024, growing at 5.6% annually.
- U.S. Market: The market size of health and fitness clubs within the U.S. is estimated to be USD 45.8 billion in 2025 and is expected to grow to between USD 48.2 billion in 2026 and USD 71.5 billion in 2035, with a CAGR of 5.2% from 2026 to 2035. Other estimates include USD 35.21 billion in 2024 and approximately USD 45.7 billion in 2025.
- Canadian Market: Canada's fitness and recreational sports centers generated an operating revenue of $5.8 billion in 2024. The market size for Gym, Health & Fitness Clubs in Canada was $6.0 billion in 2025 and is projected to be $6.3 billion in 2026.
Fitness Equipment (Sale of Fitness Equipment to Franchisees)
- Global Market: The global fitness equipment market size was approximately USD 17.55 billion (USD 17548.2 million) in 2024 and is projected to expand at a CAGR of 6.00% from 2024 to 2031. Another source estimates the global market at USD 18.91 billion in 2025, anticipated to reach USD 32.15 billion by 2035, growing at a CAGR of 5.45%.
- U.S. Market: The U.S. fitness equipment market size was estimated at USD 5.54 billion (USD 5538.21 million) in 2024. Another report valued the U.S. fitness equipment market at USD 4.5 billion in 2024, with an expected increase to USD 6.8 billion by 2032, advancing at a CAGR of 5.5% from 2025 to 2032.
- Canadian Market: The Canada fitness equipment market was valued at USD 479.82 million in 2024 and is expected to grow to USD 780.06 million by 2032, with a CAGR of 8.36% from 2025 to 2032. Other estimates for 2024 include USD 842.31 million and approximately USD 357.9 million.
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Planet Fitness (PLNT) is expected to drive future revenue growth over the next 2-3 years through several key initiatives and ongoing trends:
- Accelerated New Club Expansion: The company plans to accelerate its global club growth, targeting new club unit expansion of 6% to 7% annually for fiscal years 2026-2028. This follows a strong performance in 2025 with 181 new clubs opened, including a record 104 in the fourth quarter. Planet Fitness anticipates opening between 180 and 190 new clubs in 2026.
- Membership Growth and Enhanced Member Experience: Planet Fitness aims to enhance the member experience to foster brand loyalty, connection, and long-term member growth. The company's high-value, low-price offering and "Judgement Free Zone®" concept continue to attract new members, contributing to overall membership expansion. For example, the Q4 2025 same-club sales increase was partly driven by net membership growth.
- System-Wide Same Club Sales Growth: The company projects mid-single-digit system-wide same club sales growth through 2028, with a specific forecast of 4% to 5% growth for 2026. This growth is anticipated to be driven by a combination of rate increases (price increases) and continued net membership growth, further supported by the increasing penetration of Black Card memberships, which reached a record 66.5% at the end of Q4 2025.
- Increased Equipment Sales to Franchisees: The Equipment segment's revenue growth is expected to continue as Planet Fitness sells fitness equipment to its expanding base of franchisee-owned stores. In Q4 2025, equipment segment revenue increased by 15.3%, with replacement equipment accounting for approximately 60% of total equipment revenue, indicating consistent demand from both new and existing clubs.
- Brand Modernization and Optimized Club Formats: Planet Fitness is focused on evolving and modernizing its brand while refining club floorplans and amenities. These strategic imperatives are designed to enhance the economic value proposition for franchisees, making the franchise model more attractive and thereby contributing indirectly to new club development and overall system growth.
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Share Repurchases
- In 2023, Planet Fitness returned $125 million to shareholders through share repurchases.
- As of December 15, 2025, Planet Fitness entered into a $350 million accelerated share repurchase agreement, which was part of a previously announced $500 million share repurchase authorization from June 2024.
- Upon completion of the $350 million accelerated share repurchase, a new $500 million share repurchase program was authorized to replace the existing 2024 program.
Outbound Investments
- In the first quarter of 2022, Planet Fitness acquired Sunshine Fitness, a high-performing operator of over 100 Planet Fitness locations.
Capital Expenditures
- Planet Fitness's capital expenditures increased from $54.074 million in 2021 to $163.7 million in 2025, with an average of $121.8 million annually over that period.
- For 2026, capital expenditures are projected to increase by approximately 10% to 15%, primarily driven by the addition of more corporate-owned clubs.
- The primary focus of these capital expenditures is on new club development, with 181 new clubs opened in 2025 (including 23 corporate-owned) and 180-190 new club openings forecast for 2026.
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Peer Comparisons
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Financials
| Median | |
|---|---|
| Name | |
| Mkt Price | 42.40 |
| Mkt Cap | 5.8 |
| Rev LTM | 2,762 |
| Op Inc LTM | 461 |
| FCF LTM | 334 |
| FCF 3Y Avg | 190 |
| CFO LTM | 659 |
| CFO 3Y Avg | 529 |
Growth & Margins
| Median | |
|---|---|
| Name | |
| Rev Chg LTM | 8.5% |
| Rev Chg 3Y Avg | 11.1% |
| Rev Chg Q | 8.0% |
| QoQ Delta Rev Chg LTM | 1.8% |
| Op Inc Chg LTM | 26.0% |
| Op Inc Chg 3Y Avg | 30.9% |
| Op Mgn LTM | 17.1% |
| Op Mgn 3Y Avg | 12.1% |
| QoQ Delta Op Mgn LTM | 0.3% |
| CFO/Rev LTM | 17.1% |
| CFO/Rev 3Y Avg | 15.3% |
| FCF/Rev LTM | 6.8% |
| FCF/Rev 3Y Avg | 5.4% |
Segment Financials
Revenue by Segment| $ Mil | 2025 | 2024 | 2023 | 2022 | 2021 |
|---|---|---|---|---|---|
| Corporate-owned clubs | 546 | 502 | 449 | 379 | 167 |
| Franchise | 468 | 423 | 388 | 330 | 291 |
| Equipment | 310 | 256 | 234 | 228 | 129 |
| Total | 1,324 | 1,182 | 1,071 | 937 | 587 |
| $ Mil | 2023 | 2022 | 2021 | 2020 | 2019 |
|---|---|---|---|---|---|
| Franchise | 267 | 217 | 194 | 115 | 192 |
| Corporate-owned clubs | 172 | 142 | 49 | 24 | 66 |
| Equipment | 56 | 59 | 30 | 13 | 60 |
| Losses from equity-method investments, net of tax | 2 | 0 | 0 | ||
| Other income (expense) | -4 | -15 | 11 | -5 | 6 |
| Corporate and other unallocated expenses, net | -70 | -49 | -78 | -33 | -46 |
| Depreciation and amortization | -149 | -124 | -63 | -54 | -44 |
| Total | 273 | 230 | 143 | 60 | 233 |
| $ Mil | 2023 | 2022 | 2021 | 2020 | 2019 |
|---|---|---|---|---|---|
| Corporate-owned clubs | 1,637 | 1,560 | 517 | 469 | 471 |
| Unallocated | 986 | 933 | 1,132 | 1,035 | 855 |
| Equipment | 176 | 200 | 194 | 171 | 198 |
| Franchise | 170 | 161 | 173 | 175 | 194 |
| Total | 2,970 | 2,855 | 2,016 | 1,850 | 1,717 |
Price Behavior
| Market Price | $50.21 | |
| Market Cap ($ Bil) | 4.0 | |
| First Trading Date | 08/06/2015 | |
| Distance from 52W High | -55.8% | |
| 50 Days | 200 Days | |
| DMA Price | $58.53 | $86.59 |
| DMA Trend | down | down |
| Distance from DMA | -14.2% | -42.0% |
| 3M | 1YR | |
| Volatility | 70.6% | 45.2% |
| Downside Capture | 317.63 | 128.31 |
| Upside Capture | 56.49 | 9.43 |
| Correlation (SPY) | 15.7% | 11.2% |
| 1M | 2M | 3M | 6M | 1Y | 3Y | |
|---|---|---|---|---|---|---|
| Beta | 3.11 | 1.91 | 0.96 | 0.63 | 0.47 | 0.68 |
| Up Beta | -1.95 | -0.17 | 0.13 | 0.30 | 0.44 | 0.53 |
| Down Beta | -2.32 | -0.35 | -0.50 | 0.09 | -0.01 | 0.47 |
| Up Capture | 228% | 84% | 55% | -3% | 11% | 46% |
| Bmk +ve Days | 13 | 28 | 36 | 67 | 141 | 432 |
| Stock +ve Days | 13 | 22 | 31 | 59 | 122 | 376 |
| Down Capture | 1178% | 870% | 283% | 187% | 123% | 102% |
| Bmk -ve Days | 7 | 13 | 27 | 57 | 109 | 318 |
| Stock -ve Days | 7 | 19 | 32 | 65 | 127 | 373 |
[1] Upside and downside betas calculated using positive and negative benchmark daily returns respectively
Based On 1-Year Data
| Annualized Return | Annualized Volatility | Sharpe Ratio | Correlation with PLNT | |
|---|---|---|---|---|
| PLNT | -52.4% | 45.2% | -1.48 | - |
| Sector ETF (XLY) | 8.8% | 18.5% | 0.32 | 8.4% |
| Equity (SPY) | 24.5% | 12.4% | 1.48 | 11.6% |
| Gold (GLD) | 24.7% | 27.5% | 0.79 | 1.0% |
| Commodities (DBC) | 22.7% | 18.9% | 0.95 | -7.5% |
| Real Estate (VNQ) | 10.6% | 13.8% | 0.49 | 21.4% |
| Bitcoin (BTCUSD) | -38.7% | 42.4% | -1.04 | 4.7% |
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Based On 5-Year Data
| Annualized Return | Annualized Volatility | Sharpe Ratio | Correlation with PLNT | |
|---|---|---|---|---|
| PLNT | -7.9% | 38.6% | -0.11 | - |
| Sector ETF (XLY) | 6.9% | 23.8% | 0.25 | 40.1% |
| Equity (SPY) | 13.4% | 17.1% | 0.61 | 39.7% |
| Gold (GLD) | 16.9% | 18.3% | 0.75 | 5.5% |
| Commodities (DBC) | 7.5% | 19.4% | 0.29 | 7.5% |
| Real Estate (VNQ) | 1.9% | 18.9% | 0.00 | 34.3% |
| Bitcoin (BTCUSD) | 12.3% | 54.2% | 0.42 | 13.9% |
Smart multi-asset allocation framework can stack odds in your favor. Learn How
Based On 10-Year Data
| Annualized Return | Annualized Volatility | Sharpe Ratio | Correlation with PLNT | |
|---|---|---|---|---|
| PLNT | 11.7% | 43.8% | 0.41 | - |
| Sector ETF (XLY) | 12.4% | 22.1% | 0.52 | 49.4% |
| Equity (SPY) | 15.2% | 18.0% | 0.72 | 49.6% |
| Gold (GLD) | 12.4% | 16.1% | 0.63 | 2.6% |
| Commodities (DBC) | 5.9% | 18.0% | 0.26 | 16.7% |
| Real Estate (VNQ) | 5.3% | 20.7% | 0.22 | 45.5% |
| Bitcoin (BTCUSD) | 60.4% | 66.8% | 1.00 | 12.8% |
Smart multi-asset allocation framework can stack odds in your favor. Learn How
Earnings Returns History
Updated 6/10/2026| Forward Returns | |||
|---|---|---|---|
| Earnings Date | 1D Returns | 5D Returns | 21D Returns |
| 5/7/2026 | -31.2% | -20.9% | -20.8% |
| 2/24/2026 | -9.0% | -9.8% | -17.1% |
| 11/6/2025 | 12.6% | 13.2% | 19.0% |
| 8/6/2025 | -2.9% | -2.8% | -5.8% |
| 5/8/2025 | -4.6% | -3.7% | 3.8% |
| 2/25/2025 | -9.2% | -6.2% | 0.6% |
| 11/7/2024 | 11.2% | 14.4% | 18.0% |
| 8/6/2024 | 6.1% | 9.2% | 9.7% |
| ... | |||
| SUMMARY STATS | |||
| # Positive | 10 | 12 | 11 |
| # Negative | 13 | 11 | 12 |
| Median Positive | 7.3% | 9.9% | 12.3% |
| Median Negative | -5.7% | -5.2% | -7.7% |
| Max Positive | 13.4% | 16.9% | 24.3% |
| Max Negative | -31.2% | -20.9% | -21.9% |
| Forward Returns | |||
|---|---|---|---|
| Earnings Date | 1D Returns | 5D Returns | 21D Returns |
| 5/7/2026 | -31.2% | -20.9% | -20.8% |
| 2/24/2026 | -9.0% | -9.8% | -17.1% |
| 11/6/2025 | 12.6% | 13.2% | 19.0% |
| 8/6/2025 | -2.9% | -2.8% | -5.8% |
| 5/8/2025 | -4.6% | -3.7% | 3.8% |
| 2/25/2025 | -9.2% | -6.2% | 0.6% |
| 11/7/2024 | 11.2% | 14.4% | 18.0% |
| 8/6/2024 | 6.1% | 9.2% | 9.7% |
| 5/9/2024 | 5.6% | 8.8% | 10.1% |
| 2/22/2024 | -5.3% | -4.7% | -10.6% |
| 11/7/2023 | 13.4% | 15.7% | 24.3% |
| 8/3/2023 | -6.1% | -8.2% | -8.2% |
| 5/4/2023 | -16.3% | -15.3% | -21.9% |
| 2/23/2023 | 5.3% | 0.9% | -5.6% |
| 11/8/2022 | 8.6% | 16.9% | 23.3% |
| 8/9/2022 | -5.7% | -3.5% | -16.4% |
| 2/24/2022 | -0.4% | -5.2% | -6.1% |
| 11/4/2021 | 11.7% | 10.6% | -2.4% |
| 8/9/2021 | 1.1% | 1.9% | 3.7% |
| 5/6/2021 | -4.3% | -5.0% | -7.2% |
| 2/18/2021 | -1.6% | 11.1% | -1.8% |
| 11/5/2020 | 0.9% | 7.7% | 12.3% |
| 8/4/2020 | -6.8% | 5.0% | 15.6% |
| SUMMARY STATS | |||
| # Positive | 10 | 12 | 11 |
| # Negative | 13 | 11 | 12 |
| Median Positive | 7.3% | 9.9% | 12.3% |
| Median Negative | -5.7% | -5.2% | -7.7% |
| Max Positive | 13.4% | 16.9% | 24.3% |
| Max Negative | -31.2% | -20.9% | -21.9% |
SEC Filings
Expand for More| Report Date | Filing Date | Filing |
|---|---|---|
| 03/31/2026 | 05/07/2026 | 10-Q |
| 12/31/2025 | 02/25/2026 | 10-K |
| 09/30/2025 | 11/07/2025 | 10-Q |
| 06/30/2025 | 08/07/2025 | 10-Q |
| 03/31/2025 | 05/09/2025 | 10-Q |
| 12/31/2024 | 02/25/2025 | 10-K |
| 09/30/2024 | 11/07/2024 | 10-Q |
| 06/30/2024 | 08/07/2024 | 10-Q |
| 03/31/2024 | 05/09/2024 | 10-Q |
| 12/31/2023 | 02/29/2024 | 10-K |
| 09/30/2023 | 11/09/2023 | 10-Q |
| 06/30/2023 | 08/09/2023 | 10-Q |
| 03/31/2023 | 05/08/2023 | 10-Q |
| 12/31/2022 | 03/01/2023 | 10-K |
| 09/30/2022 | 11/09/2022 | 10-Q |
| 06/30/2022 | 08/09/2022 | 10-Q |
| Report Date | Filing Date | Filing |
|---|---|---|
| 03/31/2026 | 05/07/2026 | 10-Q |
| 12/31/2025 | 02/25/2026 | 10-K |
| 09/30/2025 | 11/07/2025 | 10-Q |
| 06/30/2025 | 08/07/2025 | 10-Q |
| 03/31/2025 | 05/09/2025 | 10-Q |
| 12/31/2024 | 02/25/2025 | 10-K |
| 09/30/2024 | 11/07/2024 | 10-Q |
| 06/30/2024 | 08/07/2024 | 10-Q |
| 03/31/2024 | 05/09/2024 | 10-Q |
| 12/31/2023 | 02/29/2024 | 10-K |
| 09/30/2023 | 11/09/2023 | 10-Q |
| 06/30/2023 | 08/09/2023 | 10-Q |
| 03/31/2023 | 05/08/2023 | 10-Q |
| 12/31/2022 | 03/01/2023 | 10-K |
| 09/30/2022 | 11/09/2022 | 10-Q |
| 06/30/2022 | 08/09/2022 | 10-Q |
| 03/31/2022 | 05/10/2022 | 10-Q |
| 12/31/2021 | 03/01/2022 | 10-K |
| 09/30/2021 | 11/05/2021 | 10-Q |
| 06/30/2021 | 08/09/2021 | 10-Q |
| 03/31/2021 | 05/07/2021 | 10-Q |
| 12/31/2020 | 03/01/2021 | 10-K |
| 09/30/2020 | 11/06/2020 | 10-Q |
| 06/30/2020 | 08/07/2020 | 10-Q |
| 03/31/2020 | 05/11/2020 | 10-Q |
| 12/31/2019 | 02/28/2020 | 10-K |
| 09/30/2019 | 11/08/2019 | 10-Q |
| 06/30/2019 | 08/08/2019 | 10-Q |
Recent Forward Guidance
Updated 6/1/2026Latest: Q1 2026 Earnings Reported 5/7/2026
| Forward Guidance | Guidance Change | ||||||
|---|---|---|---|---|---|---|---|
| Metric | Low | Mid | High | % Chg | % Delta | Change | Prior |
| 2026 New Equipment Placements | 150 | 155 | 160 | 0 | Affirmed | Guidance: 155 for 2026 | |
| 2026 System-wide New Club Openings | 180 | 185 | 190 | 0 | Affirmed | Guidance: 185 for 2026 | |
| 2026 System-wide Same Club Sales Growth | 1.0% | -77.8% | -3.5% | Lowered | Guidance: 4.5% for 2026 | ||
| 2026 Revenue Growth | 7.0% | -22.2% | -2.0% | Lowered | Guidance: 9.0% for 2026 | ||
| 2026 Adjusted EBITDA Growth | 6.0% | -40.0% | -4.0% | Lowered | Guidance: 10.0% for 2026 | ||
| 2026 Adjusted Net Income Growth | -2.0% | -144.4% | -6.5% | Lowered | Guidance: 4.5% for 2026 | ||
| 2026 Adjusted EPS Growth | 4.0% | -57.9% | -5.5% | Lowered | Guidance: 9.5% for 2026 | ||
| 2026 Net Interest Expense | 111.00 Mil | -2.6% | Lowered | Guidance: 114.00 Mil for 2026 | |||
| 2026 Capital Expenditures Growth | 10.0% | 12.5% | 15.0% | 0 | 0 | Affirmed | Guidance: 12.5% for 2026 |
Prior: Q4 2025 Earnings Reported 2/24/2026
| Forward Guidance | Guidance Change | ||||||
|---|---|---|---|---|---|---|---|
| Metric | Low | Mid | High | % Chg | % Delta | Change | Prior |
| 2026 New equipment placements | 150 | 155 | 160 | 14.8% | Higher New | Guidance: 135 for 2025 | |
| 2026 System-wide new club openings | 180 | 185 | 190 | 12.1% | Higher New | Guidance: 165 for 2025 | |
| 2026 System-wide same club sales growth | 4.0% | 4.5% | 5.0% | -30.8% | -2.0% | Lower New | Guidance: 6.5% for 2025 |
| 2026 Revenue Growth | 9.0% | -18.2% | -2.0% | Lower New | Guidance: 11.0% for 2025 | ||
| 2026 Adjusted EBITDA Growth | 10.0% | -16.7% | -2.0% | Lower New | Guidance: 12.0% for 2025 | ||
| 2026 Adjusted net income growth | 4.0% | 4.5% | 5.0% | -66.7% | -9.0% | Lower New | Guidance: 13.5% for 2025 |
| 2026 EPS Growth | 9.0% | 9.5% | 10.0% | -42.4% | -7.0% | Lower New | Guidance: 16.5% for 2025 |
| 2026 Net interest expense | 114.00 Mil | 32.6% | Higher New | Guidance: 86.00 Mil for 2025 | |||
| 2026 Capital Expenditures Growth | 10.0% | 12.5% | 15.0% | -37.5% | -7.5% | Lower New | Guidance: 20.0% for 2025 |
Insider Activity
Updated 6/12/2026| # | Owner | Title | Holding | Action | Filing Date | Price | Shares | Transacted Value | Value of Held Shares | Form |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Keating, Colleen | Chief Executive Officer | Direct | Buy | 5142026 | 49.54 | 5,000 | 247,700 | 7,010,455 | Form |
| 2 | Rathke, Frances G | Trust | Buy | 5112026 | 46.21 | 5,000 | 231,050 | 231,050 | Form | |
| 3 | Keating, Colleen | Chief Executive Officer | Direct | Sell | 6132025 | 102.40 | 23,670 | 2,423,784 | 10,786,608 | Form |
| # | Owner | Title | Holding | Action | Filing Date | Price | Shares | Transacted Value | Value of Held Shares | Form |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Keating, Colleen | Chief Executive Officer | Direct | Buy | 5142026 | 49.54 | 5,000 | 247,700 | 7,010,455 | Form |
| 2 | Rathke, Frances G | Trust | Buy | 5112026 | 46.21 | 5,000 | 231,050 | 231,050 | Form | |
| 3 | Keating, Colleen | Chief Executive Officer | Direct | Sell | 6132025 | 102.40 | 23,670 | 2,423,784 | 10,786,608 | Form |
Industry Resources
| Consumer Discretionary Resources |
| Retail Dive |
| Business of Fashion (BoF) |
| WWD (Women's Wear Daily) |
| National Retail Federation (NRF) |
| McKinsey & Company - Consumer |
| Mintel Consumer Trends |
| Leisure Facilities Resources |
| Blooloop |
| Attractions Management |
| IAAPA |
External Quote Links
| Y Finance | Barrons |
| TradingView | Morningstar |
| SeekingAlpha | ValueLine |
| Motley Fool | Robinhood |
| CNBC | Etrade |
| MarketWatch | Unusual Whales |
| YCharts | Perplexity Finance |
| FinViz |
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