Planet Fitness
Low-cost gym franchisor with memberships, app services and media monetisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Planet Fitness, Inc.
- Entity type
- COMPANY
- Founded
- 1992
- Headquarters
- 4 Liberty Lane West, Hampton, NH 03842
- Company size
- 1,001–5,000
- Market role
- Other / Non-Digital Advertising Relevant
- Official website
- planetfitness.com
What Planet Fitness does
Planet Fitness creates value through a scaled fitness network built on high-volume, low-price memberships and franchise expansion. Consumers pay recurring subscription fees for gym access and premium tiers, while franchisees pay fees and royalties to operate under the brand and system. Corporate-owned clubs provide direct operating revenue, while the PF App deepens engagement, supports retention and facilitates upsell. The company has extended this model by monetising its first-party member audience and owned media inventory through PF Media Network, selling access to advertisers and agencies.
Category differentiation
Planet Fitness is a gym franchisor and operator, not a pure fitness software company or standalone adtech platform. PF Media Network is an adjacent monetisation layer within a broader consumer fitness business.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Planet Fitness, Inc. is a public US fitness company that franchises and operates low-cost fitness centres under the Planet Fitness brand. Its core business is recurring gym memberships sold to consumers, supported by a franchise system that generates royalties and fees from independently operated clubs, alongside revenue from corporate-owned locations. The company also operates the PF App as a digital companion for access, workouts and membership management. Beyond its core fitness business, Planet Fitness has added an advertising monetisation layer through PF Media Network. That business packages first-party member audience data and media inventory across in-club and digital environments for brands and agencies, including distribution through partners such as LiveRamp. The company therefore combines consumer subscription revenue, franchise economics and a smaller B2B advertising revenue stream.
Company news briefing
Briefing updated:
Planet Fitness has published its 10-Q financial filing for the first quarter ending 31 March 2026, providing updated insights into its operational performance and fiscal health. This disclosure allows the company to formalise its quarterly results and maintain transparency regarding its strategic position within the evolving consumer market.
Business model & monetisation
Planet Fitness monetises through recurring monthly gym memberships, premium tier upgrades, annual fees, franchise fees and ongoing royalties from franchised clubs, plus revenue from corporate-owned club operations. The PF App supports retention, upgrades and premium digital content attached to subscription tiers. PF Media Network adds a B2B monetisation stream based on selling audience access, data-enabled targeting and media inventory to brands and agencies.
- Consumer gym memberships and related fees
- Content Subscription
- Franchise fees and royalties
- Service Fee
- Corporate-owned club operations
- Service Fee
- Advertising and audience monetisation via PF Media Network
- Ad-Supported
- App-linked premium digital content and upgrades
- Content Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Planet Fitness Investors Can Lead Securities Fraud Lawsuit
Legal · Recorded impact score: 1/5
The Rosen Law Firm reminds investors who purchased Planet Fitness, Inc. (NYSE: PLNT) common stock between November 6, 2025, and May 6, 2026, of the September 14, 2026, lead plaintiff deadline. A class action lawsuit has been filed alleging that the company made false or misleading statements about its customer acquisition and marketing metrics. Specifically, the lawsuit claims that Planet Fitness's updated marketing messaging failed to resonate with its core demographic of fitness beginners and casual gym-goers, leading to a significant decline in net member joins during the peak first-quarter sign-up period. This allegedly rendered the company's fiscal 2026 guidance unachievable and forced a restructuring of its marketing strategy and the cancellation of a planned Black Card price increase. Investors who suffered damages may be entitled to compensation.
- Rosen Law Firm filed a securities fraud class action against Planet Fitness.
- The class period is from November 6, 2025, to May 6, 2026.
Don't Miss Out on Big Savings: Join Planet Fitness Today for $1 Down and $10 a Month for a Limited Time
Recorded impact score: 3/5
New press release dated 08-31-2026 promoting a limited-time membership offer: $1 down and $10 a month.
Explore company relationships
Questions about Planet Fitness
What is Planet Fitness?
Planet Fitness is a public fitness company that operates and franchises low-cost gyms, offers digital membership tools through its app and runs a member-based media network.
Who uses Planet Fitness?
Consumers use Planet Fitness for affordable gym memberships and app-based fitness features, while franchisees license the brand and advertisers buy audience access through PF Media Network.
How does Planet Fitness make money?
It makes money from recurring membership fees, premium upgrades, annual fees, franchise fees and royalties, corporate-owned club revenue and advertising sales through PF Media Network.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
12 publicly documented primary sources and citations linked across the market graph.
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