Planet Fitness, Inc. Class A (PLNT)

Over the past six months (August 2025 to February 2026), Planet Fitness (PLNT) stock has experienced some fluctuations. The stock's closing price as of February 6, 2026, was $91.61. In the past month, the stock decreased by 13.99%, and over the last six months, it has seen a decline of 13.06%. The 52-week high for PLNT was $114.47, and the 52-week low was $87.72. Key events impacting the stock include the Q3 2025 Earnings Report, where Planet Fitness announced earnings per share of $0.80, surpassing estimates. The Classic Card price hike in late June 2025 from $10 to $15 was expected to cause a slight decline in membership, but it was largely offset by rate improvement. On January 12, 2026, Planet Fitness provided a business update, reporting approximately 20.8 million members and a full-year system-wide same-club sales increase of 6.7% for 2025. The company also opened 181 new clubs in 2025, bringing the total to 2,896. The next quarterly earnings announcement is expected on February 24, 2026, with an estimated EPS of $0.78. In June 2025, CEO Colleen Keating sold shares worth approximately $2.4 million.

The fitness industry, including Planet Fitness, has historically experienced seasonality in demand. However, in a post-pandemic environment, there are indications of reduced seasonality due to factors such as lower monthly fee business models, increased workout frequency, and a shift towards younger members. Traditionally, gyms often see a surge in new memberships at the beginning of the year due to New Year's resolutions. Planet Fitness's business model, with its affordable memberships, is well-positioned to capture this demand.

Planet Fitness, Inc. is a franchisor and operator of fitness centers known for its "Judgement Free Zone" philosophy, catering to novice and casual gym users. The company operates within the Consumer Discretionary sector, specifically in the Leisure and Other Consumer Services industries. Its business model is structured around three segments: Franchise, Corporate-Owned Clubs, and Equipment. The core product offered is gym memberships, which include access to equipment, free fitness training, and a fitness app with on-demand digital workouts. The company offers different membership tiers, including the Classic Card and the PF Black Card.

Planet Fitness has a significant international presence. The company's franchising business extends across the United States, Puerto Rico, Canada, Panama, Mexico, Australia, and the Dominican Republic. Additionally, Planet Fitness operates corporate-owned clubs in the United States, Canada, and Spain. As of December 31, 2025, Planet Fitness had a system-wide total of 2,896 clubs.

In the past year, Planet Fitness has maintained a strong brand reputation, receiving notable recognition. In January 2026, the company was ranked as the top fitness brand in Entrepreneur Magazine's Franchise 500® ranking, placing No. 16 overall among 500 brands. Furthermore, in January 2026, Planet Fitness was named to USA Today's America's Best Customer Service List for 2026, ranking 38th overall and as the highest-ranking fitness brand. The "Judgement Free Zone" concept itself is a core aspect of their brand identity, aiming to cater to a broad audience, particularly those new to fitness.

Planet Fitness, Inc. has a significant institutional ownership, with 802 institutional owners holding a total of 111,259,296 shares. Major institutional shareholders include BlackRock, Inc., T. Rowe Price Investment Management, Inc., Vanguard Group Inc, Price T Rowe Associates Inc /md/, and SRS Investment Management, LLC. Vanguard owns the most shares of Planet Fitness. Other notable institutional owners include State Street Global Advisors, Invesco Ltd., Goldman Sachs Asset Management, and Baron Capital Group. Individual insiders hold a smaller percentage of the company's shares.