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↓Deteriorating
- Perfect Earnings Execution↓Deteriorating
- Valuation Growth Discount↑Improving
- +1 more pillar — see the Why tab for full reasoning
Planet Fitness, Inc. (PLNT) Stock Analysis
Falling Knife setup
Consumer Cyclical · Leisure
Hold if already holding. Not a fresh buy at $50.36, but acceptable to hold if already in. Reasons: Negative momentum; Below 200-MA, MA slope -8.2%/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 $50.36, but acceptable to hold if already in. Reasons: Negative momentum; Below 200-MA, MA slope -8.2%/30d (confirmed downtrend). Chart setup: Death cross, below all MAs, RSI 37, MACD bearish. Maintain position. Not compelling to add more. Score 5.9/10, moderate confidence.
Passes 6/9 gates (favorable risk/reward ratio, clean insider activity, news events none recent, earnings proximity 81d clear, semi cycle peak clear, materials cycle peak clear). Fails on weak momentum and death cross (50MA < 200MA). 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 2026-08-15Recent Developments — Planet Fitness, Inc.
Latest news
- NEWS PLNT Shareholder Alert: Investors With Losses May Seek to Lead the Class Action in Planet Fitness, Inc. Securities Lawsu — PR Newswire negative
- NEWS PLANET FITNESS, INC. INVESTORS WITH LOSSES HAVE UNTIL - GlobeNewswire — GlobeNewswire negative
- NEWS Planet Fitness (PLNT) to Release Earnings on Wednesday - MarketBeat — MarketBeat neutral
- NEWS PLNT Court Deadline: Planet Fitness Investor Deadline in - GlobeNewswire — GlobeNewswire negative
- NEWS PLNT Court Deadline: Planet Fitness Investor Deadline in - globenewswire.com — globenewswire.com negative
Generated 2026-08-15T13:12:18Z.
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
Price action weak — below key moving averages, no momentum carry. Needs a base before trend-continuation setups apply.static
Price Targets
Position Sizing
Risk Alerts
Earnings
Verdict History
Frequently Asked Questions
Hold if already holding. Not a fresh buy at $50.36, but acceptable to hold if already in. Reasons: Negative momentum; Below 200-MA, MA slope -8.2%/30d (confirmed downtrend). Chart setup: Death cross, below all MAs, RSI 37, MACD bearish. Maintain position. Not compelling to add more. Target $60.52 (+20.2%), stop $46.83 (−7.5%), A.R:R 2.7:1. Score 5.9/10, moderate confidence.
Take-profit target: $60.52 (+20.2% upside). Target $60.52 (+20.2%), stop $46.83 (−7.5%), A.R:R 2.7:1. Stop-loss: $46.83.
Negative momentum; Below 200-MA, MA slope -8.2%/30d (confirmed downtrend).
Planet Fitness, Inc. trades at a P/E of 17.1 (forward 13.8). TrendMatrix value score: 7.5/10. Verdict: Hold.
26 analysts cover PLNT with a consensus score of 3.9/5. 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.