Description

Planet Fitness: The Hidden Opportunity Inside America’s 70% Gym Membership Gap!

Planet Fitness operates a large and growing fitness club network with a focus on serving beginner and casual gym goers through a value-oriented and judgment-free brand proposition. In the second quarter of 2026, Planet Fitness reported system-wide member growth of 3.6% year-over-year, ending with 21.5 million members. Same-club sales increased by 1.7%, driven entirely by rate growth, and the company opened 23 new clubs. Adjusted EBITDA increased modestly by 3.5% to $153 million, although adjusted EBITDA margin declined to 41.8% from 43.3% the prior year, principally due to an increased National Advertising Fund (NAF) contribution rate from 2% to 3%. Franchisee adjusted EBITDA margin decreased primarily because of the higher contribution, while corporate club and equipment segment margins also experienced declines tied to new club openings and equipment sales dynamics.