Planet Fitness is a high-quality fitness chain with a perfect 9-out-of-9 Piotroski F-Score and a perfect 4-for-4 earnings beat streak trading at a PEG of 0.86, but is currently in a confirmed technical downtrend with its 200-day moving average declining at 8.8% per month and falling analyst estimates.
Thesis pillars
- Quality And Margins Leadership→Stable
- Perfect Earnings Execution→Stable
- Valuation Growth Discount→Stable
- +1 more pillar — see the Why tab for full reasoning
Pillars as of Jul 3, 2026, based on the 10-K filed Feb 25, 2026· older than 90 days
Planet Fitness, Inc. (PLNT) Stock Analysis
Recovery setup
Consumer Cyclical · Leisure
Sell if holding. At $55.03, A.R:R 0.5:1 is below the 1.5:1 minimum. Reward from here is too thin for a buy — the engine flags exit. Additional concerns: Thin upside margin: 7.2%; Sector modifier (Consumer Cyclical): -1.5.
Planet Fitness franchises and operates fitness clubs at $15 per month for new standard members, with 2,896 locations (2,604 franchisee-owned, 292 corporate-owned) across all 50 U.S. states, Puerto Rico, and five countries including Canada and Spain. The company generated $1.3... Read more
Sell if holding. At $55.03, A.R:R 0.5:1 is below the 1.5:1 minimum. Reward from here is too thin for a buy — the engine flags exit. Additional concerns: Thin upside margin: 7.2%; Sector modifier (Consumer Cyclical): -1.5. Chart setup: Death cross but MACD improving, RSI 79. Score 5.6/10, moderate confidence.
Passes 4/9 gates (clean insider activity, news events none recent, semi cycle peak clear, materials cycle peak clear). Fails on weak momentum and favorable risk/reward ratio and death cross (50MA < 200MA) and earnings proximity 0d<=7d. Suitability: speculative.
About Planet Fitness, Inc.
About Planet Fitness, Inc.
Planet Fitness ended 2025 with 2,896 fitness clubs — 2,604 franchisee-owned and 292 corporate-owned — in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia, and Spain, serving 20.8 million members. The company recorded $1.3 billion in revenue and $5.3 billion in system-wide sales for 2025, with franchisee clubs contributing $4.7 billion of system-wide sales. PF Black Card penetration reached 66.5% of the member base as of December 31, 2025, at $24.99 per month for new members.
Planet Fitness generates the majority of revenue through franchise royalties at a 6.7% average rate in 2025, moving toward the current standard rate of 7% as approximately 63% of clubs had reached that rate by December 31, 2025. Corporate-owned clubs contributed $552.2 million in system-wide sales and a Segment Adjusted EBITDA margin of 37.8%; clubs open more than 12 months averaged $2.0 million in annual unit volumes and four-wall Adjusted EBITDA margins of approximately 42.7%. Franchisees are contractually obligated to purchase Planet Fitness-branded equipment from the company or required vendors and to replace it every five to nine years, creating a recurring equipment revenue stream. Over 90% of both corporate-owned club and franchise revenues consisted of recurring streams in 2025, including royalties, monthly dues, and annual fees. The National Advertising Fund, together with local advertising requirements, drove over $360 million in combined advertising spending in 2025 across 86 franchisee groups.
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Planet Fitness membership starts at $15 per month for the Classic Card — significantly below the 2024 industry average of $69 per month — which may provide some pricing insulation when consumer discretionary spending contracts. However, the 10-K notes that a portion of the member base does not regularly use clubs and may be more likely to cancel in economic downturns, and that increased prevalence of weight-loss medications may reduce demand for fitness centers if consumers perceive them as a substitute for exercise. The company also carries lease obligations with initial terms typically of 10 to 12 years, concentrating fixed costs across a long horizon.
See also: Consumer Cyclical · Leisure
From Planet Fitness, Inc.'s most recent 10-K filing, extracted June 11, 2026.
Recent developments
updated Oct 30, 2026Recent Developments — Planet Fitness, Inc.
Latest news
- NEWS Should Club Closures And Promotions Require Action From Planet Fitness (PLNT) Investors? - Simply Wall St — Simply Wall St Oct 30, 2026 negative
- NEWS PLNT Maintained by Morgan Stanley -- Price Target Raised to $55 - GuruFocus — GuruFocus Oct 27, 2026 positive
- NEWS Planet Fitness director Tanco buys $119,259 in stock - Investing.com — Investing.com Sep 16, 2026 positive
- NEWS Planet Fitness (NYSE:PLNT) COO William Bode Sells 7,000 Shares - MarketBeat — MarketBeat Sep 16, 2026 neutral
- NEWS PLNT Shareholder Alert: Planet Fitness, Inc. Securities Class Action Lawsuit - Investors With Losses May Contact Levi & — PR Newswire Aug 19, 2026 negative
Latest item Oct 30, 2026 · Generated 2026-11-04T11:49:38Z.
Upcoming dated catalysts
Thesis
Key Metrics
Quality Signals
Options Flow
Material Events(8-K, last 90d)
- 2026-03-16Item 5.02LOWPlanet Fitness appointed Harmit Singh as director effective March 16, 2026, expanding the Board from nine to ten members. Singh is EVP and CFO/Growth Officer of Levi Strauss & Co. No officer departure cited.SEC filing →
Model-generated analysis — not investment advice. Not a registered investment advisor. Past performance does not guarantee future results. How we score · Editorial policy
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Rating Breakdown
1 floor-breaker
Technicals below the gate floor. Component breakdown shows what dragged the score down.static
Price Targets
Position Sizing
Risk Alerts
Earnings
Verdict History
Frequently Asked Questions
Sell if holding. At $55.03, A.R:R 0.5:1 is below the 1.5:1 minimum. Reward from here is too thin for a buy — the engine flags exit. Additional concerns: Thin upside margin: 7.2%; Sector modifier (Consumer Cyclical): -1.5. Chart setup: Death cross but MACD improving, RSI 79. Prior stop was $51.35. Score 5.6/10, moderate confidence.
Analyst target: $59.02 (+7.2% upside). Prior stop was $51.35. Stop-loss: $51.35.
Thin upside margin: 7.2%; Sector modifier (Consumer Cyclical): -1.5; Overbought (RSI 79).
Planet Fitness, Inc. trades at a P/E of 18.7 (forward 15.0). TrendMatrix value score: 7.0/10. Verdict: Sell.
24 analysts rate PLNT, with a consensus score of 4.0/5. 16 analysts publish price targets averaging $66.
What does Planet Fitness, Inc. do?Planet Fitness franchises and operates fitness clubs at $15 per month for new standard members, with 2,896 locations...
Planet Fitness franchises and operates fitness clubs at $15 per month for new standard members, with 2,896 locations (2,604 franchisee-owned, 292 corporate-owned) across all 50 U.S. states, Puerto Rico, and five countries including Canada and Spain. The company generated $1.3 billion in revenue and $5.3 billion in system-wide sales in 2025, earning income from franchise royalties at a 6.7% average rate and equipment sales to franchisees.