Planet Fitness (PLNT) 28th Annual ICR Conference 2026 summary

Strategic accomplishments and leadership

• Added new C-suite talent in 2025, including Chief Development and Marketing Officers, to support execution of strategic imperatives.

• Hosted first analyst day under new leadership, providing a compelling long-term outlook.

• Focused on refining brand positioning and marketing, launching a successful campaign that will continue into 2026.

• Optimized club formats, with 80% of locations updated to better balance strength and cardio equipment by end of 2025.

• Achieved strong member experience, evidenced by a mid-30% rejoin rate and robust join numbers.

Growth metrics and operational performance

• Ended 2025 with 20.8 million members and 181 new unit openings, mostly domestic franchises.

• Over 100 clubs opened in Q4 2025, with same-store sales (comp) growth of 6.7%.

• Digital member management tools launched mid-2025, supporting strong net member growth.

• High School Summer Pass participation rose from just under 3 million in 2024 to 3.7 million in 2025, driven by influencer marketing.

Pricing strategy and product enhancements

• Classic Card price increase from $10 to $15 proved successful, with Black Card price set to rise from $24.99 to $29.99.

• Black Card penetration reached over 66% by Q3 2025, an all-time high.

• Testing new amenities in Black Card Spa, with early positive consumer response.

• Confident in value proposition at new price points, remaining below national gym membership averages.