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
Planet Fitness, Inc. (PLNT) Stock Analysis
Recovery setup
Consumer Cyclical · Leisure
Hold if already holding. Not a fresh buy at $53.45, but acceptable to hold if already in. Reasons: Earnings estimates trending DOWN; Below 200-MA, MA slope -8.7%/30d (confirmed downtrend).
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
Hold if already holding. Not a fresh buy at $53.45, but acceptable to hold if already in. Reasons: Earnings estimates trending DOWN; Below 200-MA, MA slope -8.7%/30d (confirmed downtrend). Chart setup: Death cross but MACD improving, RSI 56. News gate: 0 distinct critical events (0 MATERIAL_RISK articles) Score 6.4/10, moderate confidence.
Passes 9/11 gates (positive momentum, favorable risk/reward ratio, clean insider activity, positive momentum, news events none recent, earnings proximity 33d clear, semi cycle peak clear, materials cycle peak clear, sector concentration cap sector=consumer cyclical 1/10). 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 2026-07-06Recent Developments — Planet Fitness, Inc.
Latest news
- NEWS TD Cowen Issues Pessimistic Forecast for Planet Fitness (NYSE:PLNT) Stock Price - MarketBeat — MarketBeat negative
- NEWS PLNT Maintained by TD Cowen -- Price Target Lowered to $90 - GuruFocus — GuruFocus neutral
- NEWS PLNT Maintained by RBC Capital -- Price Target Lowered to $85.00 - GuruFocus — GuruFocus negative
- NEWS Royal Bank Of Canada Has Lowered Expectations for Planet Fitness (NYSE:PLNT) Stock Price - MarketBeat — MarketBeat negative
- NEWS Planet Fitness (NYSE:PLNT) Reaches New 52-Week Low - Here's What Happened - MarketBeat — MarketBeat negative
Generated 2026-07-06T04:40:27Z.
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.
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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
Hold if already holding. Not a fresh buy at $53.45, but acceptable to hold if already in. Reasons: Earnings estimates trending DOWN; Below 200-MA, MA slope -8.7%/30d (confirmed downtrend). Chart setup: Death cross but MACD improving, RSI 56. News gate: 0 distinct critical events (0 MATERIAL_RISK articles) Target $59.98 (+12.2%), stop $49.73 (−7.5%), A.R:R 1.6:1. Score 6.4/10, moderate confidence.
Take-profit target: $59.98 (+12.2% upside). Target $59.98 (+12.2%), stop $49.73 (−7.5%), A.R:R 1.6:1. Stop-loss: $49.73.
Earnings estimates trending DOWN; Below 200-MA, MA slope -8.7%/30d (confirmed downtrend).
Planet Fitness, Inc. trades at a P/E of 19.3 (forward 14.8). TrendMatrix value score: 6.9/10. Verdict: Hold.
27 analysts cover PLNT with a consensus score of 4.0/5. Average price target: $67.
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.