Planet Fitness Tops 20.8M Members, Black Card Price Hike Looms

Planet Fitness has been piloting new perks like red light therapy and spray tanning at some clubs as a Black Card price bump is on the horizon

Strong Gen Z adoption is fueling growth at Planet Fitness as the high-value, low-priced (HVLP) giant prepares for the health-focused Gen Alpha to drive the next chapter.

Planet Fitness reported a 13.3% year-over-year increase in revenue to $340.9 million in the second quarter, driven by 8.2% same-club sales growth and continued momentum across its franchise, corporate, and equipment segments. The fitness chain ended the quarter with 20.8 million members and 2,762 clubs globally, adding 23 new locations during the period.

The results come as Planet Fitness marks its ten-year anniversary as a public company, a period during which it has added nearly 14 million members and expanded its global footprint to more than 1,700 clubs.

“While we are proud of our accomplishments, we believe there is even greater opportunity ahead,” Planet Fitness CEO Colleen Keating said. “In the second quarter, we delivered strong financial performance and remain confident in our full-year outlook for 2025, even amid near-term economic variability,” Keating added. “We recently signed a binding agreement to sell our eight corporate clubs in California to a franchisee in the market delivering on our commitment to recycle capital where appropriate and demonstrating our commitment to our asset-light model.”

Membership Growth & Gen Z Focus

With 20.8 million members and counting, Planet Fitness is gaining ground with the next generation of gym-goers, as Gen Z continues to outpace all other demographics.

“Gen Z continues to be the fastest-growing segment of our memberships and is highly fitness aware, and there are still three years of this population that aren’t yet of age to join our clubs,” Keating told investors on Wednesday’s earnings call. “And the next generation, Gen Alpha, is expected to be even more focused on health and well-being.”

Notably, the fitness operator’s High School Summer Pass, a free program for teens offered each summer, is already outpacing prior-year sign-ups and utilization.

Equipment Mix Shift

While Planet Fitness has responded to growing demand for strength training by adding more strength-focused equipment, the fitness franchisor noted that many members still prefer mixed-modality workouts. As a result, it has increased floor space dedicated to strength while adjusting its cardio offerings based on usage. In particular, executives said stair climbers and treadmills are receiving high levels of utilization.

Click‑to‑Cancel Rollout & Impact

Planet Fitness completed a national rollout of online cancel functionality in May, despite the federal appeals court blocking the “quit to cancel” rule.

“We are proud to lead by doing the right thing for our members and simplifying their ability to manage their membership with us,” Keating said, adding that Planet Fitness previously offered this in more than 35% of its system.

Executives acknowledged the impact on attrition, noting that it has seen a “slightly elevated” cancellation rate, but pointed out that the largest impact tends to occur in the first couple of months and then diminishes over time.

Keating also emphasized that returning members remain strong, with the company seeing a mid‑30% rejoin rate in Q2.

“We believe that allowing members to more easily manage their membership will only benefit us when they think about rejoining a club in the future,” she said.

The company also clarified that these impacts are already contemplated in its same club sales outlook for the year.

Black Card Strategy & Pricing

Planet Fitness has seen increasing traction in its higher-tier membership, with its Black Card penetration reaching 65.8% at the end of the quarter.

In recent months, Planet Fitness has been ramping up promotion of its Black Card perks. During March Madness, the brand invited non-members and Classic Card holders in the Los Angeles area to access its Black Card Spa amenities for free, offering massage chairs, HydroMassage beds, and red light therapy across more than 80 locations. The initiative built on a mobile Black Card Spa activation that toured cities near basketball arenas, giving fans a firsthand taste of premium offerings like the CryoLounge+

“Consumers continue to recognize the value of the Black Card with the gap between the Classic and Black Card memberships only $10,” Keating said. Yet, she emphasized that a price increase is imminent: “It’s not a question of if, it’s a question of when we implement a Black Card price increase.”

The company is watching external factors to time that move.

“We wanted to anniversary the Classic card price increase, and  we’ll evaluate the impact of the online cancel functionality before making a timing decision on a Black Card price change,” she added.

Planet Fitness had increased its base membership last May, bumping its Classic Card membership $15 from its long-standing $10/month price point.

Recovery Amenities

Planet Fitness is also piloting premium recovery-based amenities meant to enhance its Black Card experience.

“We’re testing red light in a number of our clubs, and we’re also testing spray tanning as an alternative to UV tanning,” Keating shared, adding that it’s too soon for Planet Fitness to identify which offerings it will ultimately pursue.

“We continue to see that recovery and renewal are important parts of our members’ fitness routine,” she said. “So we’ll continue to test and evaluate things that can enhance our members’ experience.”

International Expansion

As Keating noted, the company opened its ninth club in Madrid, which came just a week after the one-year anniversary of the first club in Spain.

“It was incredible to experience firsthand how the brand is being brought to life by the team in both newly built and a couple of conversion clubs,” she said. “Our success in bringing the brand to life in Europe is another proof point to support the long-term club growth opportunities for Planet Fitness.”

The company plans to share more insight into its domestic and international growth strategy at its Investor Day in November.