Planet Fitness (NYSE:PLNT) posted a 7% revenue increase to $365 million in the second quarter of 2026, as the fitness giant aggressively pivots its marketing and pricing strategies to accelerate sustainable membership growth.
Financial Performance and Membership Metrics
The company reported a 1.7% increase in system-wide same-club sales, a growth metric Chief Financial Officer Sudhanshu Priyadarshi attributed primarily to rate adjustments rather than volume. By the end of the quarter, Planet Fitness maintained a total member base of 21.5 million—a 3.6% year-over-year climb—with monthly attrition holding steady at 3.5%. Notably, Black Card penetration reached approximately 68%, reflecting a 210 basis point improvement over the previous year.
Net income for the quarter reached $67 million, with adjusted earnings per diluted share hitting $0.88. While adjusted EBITDA rose 3.5% to $153 million, the company saw a slight contraction in adjusted EBITDA margin, falling to 41.8% from 43.3%.
Franchise and Operational Expansion
The franchisee segment proved to be a major growth driver, with revenue jumping 13% due to increased royalty contributions and national advertising fund revenue. Planet Fitness has raised its national advertising fund contributions to 3% for 2026. Meanwhile, corporate-owned club revenue and equipment segment sales each saw a 4% uptick, with replacement equipment accounting for 85% of total equipment revenue.
The chain successfully opened 23 new clubs during the quarter, five of which were international. Management reaffirmed its goal to launch between 180 and 190 new locations system-wide by the end of 2026, with a heavy concentration of activity slated for the fourth quarter.
Strategic Pivot: Marketing and Pricing
CEO Colleen Keating is spearheading a mission to capture the 70% of Americans currently without a fitness membership. To achieve this, the company is refining its advertising to move away from “sweat-heavy” imagery in favor of a more approachable, lighthearted tone. A broader marketing campaign is scheduled for a late December launch, perfectly timed for the high-traffic first-quarter acquisition period.
Pricing experimentation is also a priority. Planet Fitness plans a limited-time national promotion offering the Classic Card at $10 to test regional price elasticity. Keating emphasized that this is a diagnostic move rather than a permanent price rollback. Furthermore, the company has paused a nationwide Black Card price hike to prioritize net member growth.
Tech Integration and Member Retention
Innovation remains central to the company’s retention strategy. Planet Fitness is currently testing an alpha-phase AI model designed to predict churn and trigger “next-best-action” retention offers. Additionally, the company is developing a “first 100-day” program to boost early engagement among new members.
Digital enhancements are also on the horizon:
- A redesigned app launching in September featuring personalized home screens and better activity tracking.
- Expanded “Black Card Spa” recovery offerings currently under testing in 100 clubs.
Updated 2026 Outlook
Planet Fitness has raised its adjusted earnings per diluted share growth forecast to approximately 6%, up from the previous 4% estimate, primarily due to a reduced share count following $250 million in year-to-date share repurchases. While the company expects interest expenses to rise by $4 million, the overall guidance for 1% system-wide same-club sales growth and 7% total revenue growth remains intact for the remainder of 2026.