Planet Fitness Plans Black Card Price Hike, Tests Premium Wellness Amenities
The low-price gym giant is raising its premium membership price after the 2026 peak join season, following tests of premium amenities like dry cold plunge and red-light therapy
Planet Fitness delivered another strong quarter as consumers continue to favor affordable gym memberships.
The high-value, low-price (HVLP) fitness giant raised its 2025 outlook and said it plans to lift the price of its Black Card membership to $29.99/month after the 2026 peak join season, up from $24.99 currently.
The company reported $330.3 million in third-quarter revenue, up 13% from a year ago, with system-wide same-club sales up 6.9%. Total system-wide sales reached $1.3 billion. Planet Fitness opened 35 new clubs in the quarter, bringing its total to 2,795 locations worldwide.
“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 CEO Colleen Keating said. “We have continued to make strategic decisions to position the company for long-term growth. This includes a new agreement with our franchisees to shift a portion of their contributions from their Local Ad Fund to our National Ad Fund in 2026 to unlock new marketing opportunities and drive future member growth.”
For 2025, Planet Fitness expects revenue to rise about 11%, adjusted EBITDA to grow around 12% and adjusted net income to increase 13% to 14%, all above prior guidance. Same-store sales are projected to increase 6.5%, up from 6%.
Planet Fitness still plans to open 160 to 170 new clubs system-wide this year, along with 130 to 140 new franchise equipment placements. Keating added that demographic shifts, such as population growth and Millennial migration, continue to support new club development and are influencing the development of smaller club prototypes.
The Black Card, Planet Fitness’ premium membership option that allows members to bring a guest, use massage chairs, HydroMassage beds and tanning services while receiving discounts on select drinks, remains a key growth driver for the company.
Keating noted that the fitness franchise has been testing new premium amenities, including dry cold plunge and red-light therapy, to enhance member value and distinguish the higher tier. Several potential new offerings were announced to Planet Fitness franchisees last week at its annual franchisee meeting.
The move follows Planet Fitness’ earlier price increase of its basic membership from $10 to $15 per month in 2024.
Keating also highlighted the company’s growing appeal among younger consumers. Planet Fitness’ recent High School Summer Pass program drew 3.7 million teens who completed 19 million workouts, a 30% jump from 2024. She said the record turnout demonstrates Gen Z’s commitment to their health and wellness, giving the HVLP franchisor a pipeline of potential long-term members.
Analysts inquired about member churn following the rollout of the “click-to-cancel” feature, introduced under a now-voided Federal Trade Commission rule that would have required gyms to make membership cancellations as simple as sign-ups. The rule, struck down by a U.S. appeals court in July, was opposed by industry groups as overly burdensome. Executives said the increase was expected and in line with prior testing, noting that cancellation rates are normalizing and rejoin rates remain strong, with about one-third of former members returning.
Planet Fitness will outline its long-term growth strategy at its Investor Day on Nov. 13.