Planet Fitness, Inc. Class A (PLNT)

In the past six months, Planet Fitness's stock has experienced several notable events and trends. The stock has seen a rise of 7.92% in the past week and 12.56% in the past month, contributing to a 9.65% increase over the last year (as of November 25, 2025). Key events include Q3 2025 earnings surpassing expectations, the 2025 Investor & Analyst Day, challenges related to the "click-to-cancel" policy and price increases, and strategic initiatives such as franchise expansion and digital transformation.

Demand for Planet Fitness's products and services exhibits clear seasonality. Gym visitation is highly seasonal, with a significant spike in January, largely driven by New Year's resolutions. The share of frequent visitors is highest in January and typically remains elevated through April or May, before declining as the year progresses towards the holiday season. Despite these fluctuations, Planet Fitness has shown signs of a more resilient visitor base. The company's strategic initiatives, such as the High School Summer Pass program, also aim to engage members during traditionally slower periods.

Planet Fitness, Inc. is an American franchisor and operator of fitness centers, headquartered in Hampton, New Hampshire, operating in the Business and Consumer Services sector. It distinguishes itself with a "Judgement Free Zone" philosophy, catering to novice and casual gym users. The company offers various membership options and free fitness instruction. Its business model is structured around Franchise, Corporate-Owned Stores, and Equipment segments, with a focus on its franchise strategy.

Planet Fitness has a substantial geographic footprint, with approximately 2,795 clubs systemwide as of September 30, 2025. In the United States, there were 2,655 locations as of July 23, 2025, with California, Texas, and Florida having the highest number of clubs. Beyond the U.S., the company's international presence includes Canada, the Dominican Republic, Panama, Mexico, Spain, Australia, and South Africa.

In the past year, Planet Fitness has maintained its brand reputation through various initiatives and achievements, while also facing some challenges. The company continues to market itself as a "Judgement Free Zone" and emphasizes its "We Are All Strong on This Planet" campaign. Planet Fitness has also maintained its high-visibility brand-building events, including its 11th consecutive sponsorship of New Year's Rockin' Eve. However, the brand's reputation faced a challenge in recent months (as of September 2024) due to short-term volatility and bomb threats at over 40 locations, a result of social media opposition to the company's trans-inclusive locker policies.

Planet Fitness, Inc. is predominantly owned by institutional shareholders, who hold 113.55% of the company. Insiders own 0.71% of the stock, while retail investors hold 0.00%. Major institutional owners include Blackrock Inc., T. Rowe Price Investment Management Inc., and Vanguard Group Inc.