Planet Fitness Offers $1 Sign-Up Deal As Heatwaves Push Workouts Indoors
Planet Fitness is sharpening its focus on Gen Z, strength training and summer seasonality as CEO Colleen Keating hits her one-year mark
With record-breaking heat sweeping across much of the U.S., staying committed to a fitness routine is getting harder and sweatier, but Planet Fitness is hoping to lure heat-weary Americans back indoors by cranking up the AC and dialing down the cost.
Starting today through July 31, the gym chain is offering a limited-time deal: $1 down, $15 per month and the ability to cancel at any time. The offer follows a new national survey commissioned by Planet Fitness, which found that 76% of Americans would rather endure something uncomfortable, like a root canal or awkward family dinner, than exercise in extreme heat.
The promotion also reflects a broader shift under CEO Colleen Keating, who recently marked her one-year anniversary leading the gym giant. Since taking the helm last summer, Keating has moved Planet Fitness toward a more strength-focused positioning, introducing new plate-loaded equipment to cater to the fastest-growing segment of the company’s membership base: Gen Z.
At the ICR Conference 2025 earlier this year, Keating noted that the company’s biggest competitor isn’t another gym, but the intimidation many people feel walking through the door. Planet Fitness’ strategy, she explained, is to meet that challenge head-on by creating a welcoming environment, offering approachable training support, and outfitting clubs with in-demand strength training equipment.
In addition to discounted memberships, Planet Fitness is currently running its annual High School Summer Pass program, which gives teens free access to more than 2,700 locations across the U.S. and Canada.