Planet Fitness Flexes Strong Growth and Signals a Premium Price Shift Ahead
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness is raising the bar and soon, the price tag, for its most popular membership.
After another strong quarter of double-digit revenue growth, the high-value, low-price gym chain announced plans to increase the monthly fee for its Black Card membership from $24.99 to $29.99. The change will take effect after the 2026 peak join season and follows tests of new premium amenities such as dry cold plunge and red light therapy.
For executives across the fitness sector, the move signals a noteworthy shift in pricing strategy for one of the industry’s most cost-conscious brands. It comes less than two years after Planet Fitness raised its basic membership from $10 to $15 per month, a move that according to company data did little to slow member growth.
In its latest financial report, Planet Fitness posted third quarter revenue of $330.3 million, up 13 percent from the same period last year. System-wide same club sales rose 6.9 percent, and total system-wide sales climbed to $1.3 billion. The company opened 35 new locations during the quarter, bringing its footprint to 2,795 clubs worldwide.
Chief Executive Officer Colleen Keating said, “We are making significant progress in executing on our long-term strategy, as highlighted by our strong financial performance during the quarter, which enabled us to raise certain growth targets for our 2025 outlook.”
Planet Fitness now expects revenue to grow about 11 percent in 2025, adjusted EBITDA to rise around 12 percent, and adjusted net income to increase 13 to 14 percent. Same store sales are projected to grow 6.5 percent, up from the prior 6 percent forecast.
The company also repurchased approximately $100 million of its shares in the third quarter and ended the period with nearly $578 million in cash and marketable securities.
The Black Card continues to play a central role in the brand’s expansion. The tier gives members access to massage chairs, HydroMassage beds, tanning, and the ability to bring a guest, along with discounts on select drinks. The upcoming price increase will position Planet Fitness to further differentiate the premium tier through added recovery and wellness-focused features, a space where consumer demand continues to grow.
Keating said demographic trends such as population growth and Millennial migration continue to support new club development and are influencing the rollout of smaller club prototypes.
With an upgraded outlook, new amenities on the horizon, and a carefully timed premium price increase, Planet Fitness appears ready to test how far the low-cost leader can stretch its value proposition without losing its edge.
