Planet Fitness (PLNT) 28th Annual ICR Conference 2026 summary

Strategic accomplishments and leadership

• Added new C-suite talent in 2025, including Chief Development and Marketing Officers, to support strategic execution.

• Hosted first analyst day under new leadership, outlining long-term growth outlooks.

• Executed on strategic imperatives, resulting in net member growth and 181 new unit openings, mostly domestic franchises.

• Refined brand positioning and launched a successful marketing campaign, "We Are All Strong on This Planet."

• Optimized club formats, with 80% of locations updated to better balance strength and cardio equipment.

2025 performance and key metrics

• Achieved 20.8 million members by year-end 2025, with strong net member growth.

• Opened 181 new clubs, exceeding expectations, with over 100 openings in Q4.

• Comparable sales growth reached 6.7% for the year.

• Maintained a mid-30% rejoin rate, indicating strong member loyalty.

• Digital member management tools contributed to growth and engagement.

Marketing and digital initiatives

• Continued the core marketing campaign into 2026 with new creative, allowing increased investment in working media.

• Expanded social and digital teams, leveraging influencers and dynamic content optimization.

• High School Summer Pass participation grew from just under 3 million in 2024 to 3.7 million in 2025.

• AI-enabled CRM and dynamic content optimization initiatives are underway.