Planet Fitness Touts Strong 2025, Leans Into GLP-1 Opportunity
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness closed 2025 with strong top-line momentum, but its earnings call made clear the bigger story is how the brand is positioning itself at the center of the GLP-1 and wellness shift.
The company ended the year with approximately 20.8 million members and nearly 2,900 clubs worldwide. Same club sales grew 6.7 percent in 2025, revenue increased 12 percent, and adjusted EBITDA rose 13 percent. Planet Fitness opened 181 new clubs and added 1.1 million net new members, a 10 percent increase year over year, during the first full year of its higher Classic Card pricing.
In Q4, same club sales grew 5.7 percent, with about 80 percent of that comp driven by rate. Black Card penetration reached 66.5 percent, an all-time high.
Looking ahead, the company guided to 4 to 5 percent same club sales growth in 2026. CFO Jay Stasz said this year represents “the lowest growth year in our three-year algorithm” due to an extended equipment replacement cycle and the sale of eight corporate-owned California clubs.
Beyond the numbers, leadership repeatedly emphasized GLP-1s as a long-term opportunity. CEO Colleen Keating said Planet Fitness is “leaning into the evolving health landscape,” noting that GLP-1 treatments can lead to muscle loss, making strength training essential.
A franchisee survey cited on the call indicated that “roughly 50 percent of people who take a GLP-1 consider a gym membership.” Keating added that Planet Fitness sees its judgment-free environment as a natural fit for first-time or returning exercisers entering fitness through weight-loss medications.
The company recently launched a Perks partnership with Ro, which Keating called its “most successful Perks program yet,” citing high download and conversion rates in the early stages.
At the club level, Planet Fitness is also testing new Black Card spa amenities, including a dry cold plunge and red light sauna. Keating framed the move as an opportunity “to democratize recovery and wellness just as we did with fitness 30 years ago,” with potential to drive joins, upgrades, and retention.
With record unit openings, growing Black Card penetration, and a deliberate push into AI-enabled marketing and churn prediction, Planet Fitness is betting that its high value, low price model can capture a larger share of an expanding wellness consumer, particularly those influenced by GLP-1 adoption.
