Planet Fitness (NYSE:PLNT) reported a surge in year-end membership and same-club sales for 2025, signaling that its low-cost "Judgment Free Zone" model is continuing to capture market share among younger, budget-conscious consumers.
The Hampton, New Hampshire-based gym operator ended the year with approximately 20.8 million members, adding more than 1 million net new joins since the end of 2024.
System-wide same-club sales—a key metric of retail health—rose 6.7% for the full year, surpassing management’s earlier projections of 6% growth.
The gains were driven in part by a record turnout for the company's High School Summer Pass program and a price hike for its "Classic" membership tier implemented earlier in the year.
The company also accelerated its physical footprint, opening 181 new clubs in 2025.
This expansion, which included 152 new franchised locations and 23 corporate sites, brought the total global count to 2,896 clubs.
The 181 openings exceeded the company’s previous guidance range of 160 to 170 new locations, underscoring robust franchisee demand despite a volatile macroeconomic environment.
In a move to centralize its marketing power, Planet Fitness reached an agreement with franchisees to shift a portion of Local Ad Fund contributions to its National Ad Fund for 2026.
Chief Executive Officer Colleen Keating stated that the reallocation is designed to "optimize and accelerate new marketing opportunities" as the brand seeks to broaden its appeal beyond its traditional core.
Management is scheduled to discuss these metrics during a fireside chat at the ICR Conference on Tuesday, Jan. 13, at 10:30 a.m. Eastern Time.