Planet Fitness (PLNT) Expands Membership and Clubs, Enhancing Member Experience for Growth

Planet Fitness Expands Footprint and Focuses on Member Experience

Planet Fitness, Inc. continues to solidify its position as a leading player in the fitness industry by reporting a robust membership base and significant growth in 2025. As of December 31, 2025, the company boasts approximately 20.8 million members and has experienced a system-wide same club sales increase of 6.7%. This growth is complemented by the opening of 181 new clubs, including 23 corporate-owned locations, and the introduction of equipment into 152 new franchised clubs, bringing the total number of clubs to 2,896 across the United States, Canada, and select regions in Europe and Latin America.

CEO Colleen Keating emphasizes the company's strategic initiatives that support this growth trajectory. Notably, the enhancement of strength equipment in franchise locations caters to evolving consumer preferences and improves the overall member experience. The record enrollment in the High School Summer Pass Program highlights Planet Fitness's successful outreach to younger demographics, fostering early engagement with fitness and promoting healthier lifestyles among youth. This initiative not only strengthens the brand's appeal but also lays the groundwork for future membership continuity as these younger members transition into long-term fitness enthusiasts.

Looking ahead, Planet Fitness is committed to adapting its business model to meet the increasing demand for affordable, high-quality fitness services in a welcoming environment. The company announces a significant shift in its advertising strategy, moving contributions from the Local Ad Fund to the National Ad Fund for 2026. This strategic decision is designed to enhance marketing efforts, further driving membership growth. Keating expresses confidence in the company's ability to redefine its brand promise and optimize its service formats to accelerate club growth, reinforcing its leadership in the competitive fitness landscape.

In addition to these initiatives, Planet Fitness prepares to share its full fiscal year 2025 results along with a 2026 outlook on February 24, 2026. The company will also participate in a fireside chat at the ICR Conference on January 13, 2026, where it will discuss operational metrics and future strategies.

Founded in 1992, Planet Fitness remains dedicated to enhancing lives through quality fitness experiences, positioning itself as one of the largest and fastest-growing fitness center operators globally. The company's focus on member engagement and experience is critical as it navigates the ever-evolving fitness industry landscape.