Planet Fitness has unveiled its impressive financial and operational results for 2025, showcasing substantial growth across key metrics. The fitness giant reported a global membership base exceeding 20 million and an expansive network of nearly 2,900 clubs. Significant increases in same-club sales, revenue, and adjusted EBITDA underscore a successful year, driven by strategic initiatives and a focus on member experience. Looking ahead to 2026, the company foresees a period of moderated growth, acknowledging the cyclical nature of equipment replacement and past divestitures of corporate locations, yet remains committed to innovation and shareholder value.
In 2025, Planet Fitness demonstrated robust performance, fueled by its strategic imperatives. The company successfully added 1.1 million net new members, culminating in a total of approximately 20.8 million members by year-end. A notable achievement was the opening of 181 new clubs, expanding its global footprint to nearly 2,900 locations. Financial highlights included a 6.7% rise in same-club sales, a 12% jump in total revenue, and a 13% increase in adjusted EBITDA. The success was attributed to the continued positive reception of the Classic Card membership dues, which reinforced the brand's value proposition.
The fourth quarter of 2025 further solidified the company's strong trajectory, with 104 new clubs opened. System-wide comparable store sales grew by 5.7%, with corporate clubs experiencing a 6% increase and franchised locations seeing a 5.6% rise. Black Card membership penetration reached an unprecedented 66.5%. Quarterly revenue hit $376.3 million, partly due to a 15.3% growth in equipment sales. The company concluded the year with a healthy cash reserve of $607 million, successfully refinanced $750 million in debt at a competitive rate, and executed a $350 million accelerated share repurchase, contributing to approximately $800 million returned to shareholders over two years.
A significant driver of membership expansion was the focus on engaging younger demographics, exemplified by the 2025 High School Summer Pass program. This initiative saw over 3.7 million teenagers participate, logging more than 19 million workouts, with an impressive 8.3% converting to paying members. Additionally, the 'We Are All Strong on This Planet' campaign was extended into 2026, leveraging consistent messaging and reallocating savings to enhance media reach. The company is also centralizing advertising funds and investing in advanced technology, including AI-powered CRM and predictive churn models, to improve retention and member experience.
Planet Fitness is actively enhancing the member experience through technology and data-driven insights, with the mobile app serving as a critical engagement point. The company believes the initial 100 days of membership are crucial for long-term retention and is piloting AI-driven tools to offer personalized coaching. Furthermore, the adoption of optimized club layouts and equipment mixes by franchisees has been strong, with nearly 80% of the system incorporating some form of optimization. The company is also exploring new Black Card amenities, such as dry cold plunges and red light saunas, which have received positive feedback in corporate club tests.
For 2026, Planet Fitness anticipates system-wide same-club sales growth between 4% and 5%, with 180 to 190 new club openings. Total revenue growth is projected to be around 9%, and adjusted EBITDA is expected to increase by approximately 10%. This forecast marks a period of lower growth compared to the company's three-year algorithm, mainly due to an extended equipment replacement cycle and the sale of eight corporate-owned California clubs in the previous year, aligning with an asset-light strategy. Despite short-term impacts from adverse weather in early 2026, membership trends rebounded, and promotional efforts in February yielded strong join rates. A Black Card price adjustment is also planned post-peak joining season.
Planet Fitness, headquartered in Hampton, New Hampshire, remains dedicated to its mission of providing a non-intimidating workout environment. Founded in 1992, the company's 'Judgment Free Zone' philosophy, coupled with affordable membership options and diverse equipment, continues to attract casual and first-time gym-goers. The company's operations are divided between franchised and corporate-owned clubs, maintaining a strong market presence and commitment to its strategic vision.