Planet Fitness Cuts Outlook On Sluggish Member Sign-ups

Planet Fitness had cut its revenue outlook earlier this year, citing weaker-than-expected member sign-ups and unfavorable weather during the usually busy New Year period

(Bloomberg) — Planet Fitness Inc. cut its profit outlook as it invests in marketing and tinkers with pricing to boost sluggish member sign-ups.

The budget-friendly gym operator now expects adjusted net income to fall 3% this year, compared with a previous expectation of a 2% decline. It’s developing a new marketing campaign to reach a broader audience, and has “initiated and expanded tests around pricing, member experience, and retention,” it said. 

System-wide sales growth, which includes both franchise-owned and corporate-owned clubs, came in ahead of expectations for the second quarter. Still, sales are expected to grow just 1% in 2026, the lowest in years.

Planet Fitness had cut its revenue outlook earlier this year, citing weaker-than-expected member sign-ups and unfavorable weather during the usually busy New Year period. 

Tailwinds may soon appear for the company after recent weakness. Planet Fitness “could be a key beneficiary of rising adoption of more affordable, oral GLP-1s given appeal to new-entrants and lower-income skew,” Wells Fargo analyst Anthony Bonadio wrote in a note ahead of the earnings.

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