Planet Fitness Updates Brand Identity and Mobile App
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness is updating its visual identity and mobile app as the fitness operator continues to invest in its equipment, club design and digital member experience.
The company is introducing a refreshed version of its gear logo, a custom font and adjustments to its established purple and yellow color palette. The changes will begin appearing this month across new and remodeled clubs, marketing, social media, the Planet Fitness app and website.
The brand update follows a broader series of changes Planet Fitness has made to its member experience since 2025. The company has expanded equipment offerings, adjusted club floor layouts to reflect changing workout preferences and introduced additional Black Card Spa amenities, including red-light recovery.
Planet Fitness said member feedback helped inform the new visual identity.
"For more than 30 years, Planet Fitness has made fitness more approachable and accessible for all members, wherever they may be on their fitness journey," said Brian Povinelli, Chief Marketing Officer of Planet Fitness. "Our goal was to ensure that our evolved visual identity would continue to reflect our welcoming and supportive ethos while also allowing for a more seamless and flexible presentation of the brand across traditional marketing formats and digital channels. This refreshed identity is the culmination of a thoughtful process to elevate the member experience while staying true to the Judgement Free promise, and we look forward to rolling it out across our clubs and platforms in the coming months."
Planet Fitness is retaining its "thumbs up" icon, which will continue to appear in select applications as the broader identity changes.
Alongside the branding update, the company is rolling out new functionality within its mobile app. The changes expand the app beyond club access and basic member services, adding features designed to support workout planning and tracking.
Members will be able to log weights, repetitions and sets through their phones, while a redesigned profile will support syncing with major wellness platforms. The app's home screen will also change when a member is inside a Planet Fitness location.
An updated Crowd Meter will provide real-time information about club traffic to help members decide when to visit.
For Planet Fitness, the app updates create a closer connection between the digital platform and activity taking place on the gym floor. Workout logging and wellness integrations also give the company additional ways to engage members around their fitness activity rather than limiting digital interactions to membership management and club entry.
The changes are part of a broader evolution of the Planet Fitness model. While the company continues to compete around accessibility and value, its recent investments in strength equipment, recovery amenities, revised floor layouts and digital tools reflect changing expectations around what members want from a gym experience.
The updated identity will be incorporated into all new and remodeled clubs beginning this month. Planet Fitness plans to introduce the branding at key touchpoints within existing clubs through the first quarter of 2027.
