Planet Fitness Grows Members Despite Price Hike
Planet Fitness reported strong member growth in its full-year 2025 results, even after a 50% price increase for new Classic Card signups. The company's performance demonstrates robust demand resilience, and it has guided for continued expansion in 2026.
- The price for the Classic Card membership was raised from $10 to $15 per month for new signups, marking the first such increase since 1998; the rate for existing members remains unchanged. - Planet Fitness added approximately 1.1 million net new members in 2025, bringing its total membership to around 20.8 million by the end of the year. - Financially, the company generated $1.3 billion in total revenue for the full fiscal year 2025, a 12.1% increase from the previous year, with net income reaching $219.1 million. - A significant portion of growth comes from the higher-priced Black Card tier, which hit a record 66.5% penetration rate among members by the end of Q4 2025. - The company is actively pursuing younger demographics through its High School Summer Pass program, which successfully converted 8.3% of its 3.7 million teen participants into paying members in 2025. - Expansion plans for 2026 include opening 180 to 190 new clubs, following the 181 locations opened in 2025. This strategy includes taking over real estate from bankrupt retailers like Bed Bath & Beyond and Big Lots. - Same-club sales grew by 6.7% for the full year in 2025, and the company is guiding for a more moderate 4% to 5% growth in that metric for 2026. - International growth is also a focus, with the company recently signing a new franchise agreement to expand its footprint in northern Mexico.
