Planet Fitness (PLNT) 27th Annual ICR Conference 2025 summary

Strategic imperatives and brand positioning

• Focused on four strategic imperatives: accelerated growth, brand promise refinement, member experience, and format optimization.

• Brand promise updated to "grow stronger together," emphasizing community and strength.

• Member experience prioritized both in-club and digitally, aiming to increase engagement and retention.

• Format optimization includes shifting equipment mix toward more strength options and reducing build costs for franchisees.

• Accelerating unit growth is a key goal, supported by direct feedback from over 100 club visits.

Marketing and member engagement

• New marketing campaigns highlight inclusivity, strength, and the unique value proposition.

• Messaging focuses on high value, low price, with emphasis on the value members receive.

• Promotions include $1 down and $15/month offers, with campaigns running into January.

• Utilization rates have increased post-COVID, with members visiting 6.4–6.5 times per month.

Financial and operational performance

• Ended December with 19.7 million members, 5% comp growth, and 150 new club openings, topping guidance.

• Classic Card price increased from $10 to $15 in June, with better-than-expected membership retention and join rates.

• Over 60% of members now choose the higher-priced Black Card, with penetration increasing.

• Black Card pricing tests ongoing at $27.99 and $29.99 in select markets, with results to be assessed after Q1.