The low-price gym giant is back as presenting sponsor of Times Square’s New Year’s Eve celebration for the 11th year
Planet Fitness is returning to Times Square as the presenting sponsor of New Year’s Eve, kicking off 2026 at the center of resolution season.
This year marks the eleventh consecutive New Year’s Eve that the fitness franchise will ring in the new year with its branded party hats, which this time feature a multi-purple disco-ball design with a sequined mirrored brim and silver fringe.
Planet Fitness will also appear on “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2026,” airing Wednesday, Dec. 31 at 8 p.m. ET on ABC.
“Our team at Planet Fitness can’t imagine ringing in the new year anywhere other than what feels like the center of the world – Times Square,” Planet Fitness chief marketing officer Brian Povinelli said. “For more than a decade, our New Year’s Eve sponsorship inspires people all over the world to prioritize their health and happiness at the start of the new year. No matter what fitness level you are and where you are in your journey, Planet Fitness is here to help you start 2026 feeling strong and confident.
As part of the celebration, Planet Fitness is collecting “Confetti Wishes” online and at the Times Square Wishing Wall. Now through Dec. 21, each message will be printed on a piece of confetti that will fall over the crowd at midnight.
The Times Square moment caps off a strong year for Planet Fitness, fueled in large part by younger consumers. This summer, the gym giant set a Gen Z record with more than 3.7 million teens participating in its High School Summer Pass, which offered free access to clubs across the U.S. and Canada and drove more than 19 million workouts.
Planet Fitness, which now has approximately 20.7 million members, is also testing how far wellness upgrades can stretch its premium tier.
The company plans to raise the price of its premium-tier Black Card membership after the 2026 peak join season, following trials of amenities like dry cold plunge and red-light therapy. The low-price gym giant took its wellness amenities on the road earlier this year, launching a mobile Black Card Spa “rebound and recover” tour during basketball tournament season.
