Planet Fitness reported second-quarter revenue of $365.2 million and adjusted earnings per share of $0.88, both exceeding analyst expectations. Same-store sales rose just 1.7% year over year, a sharp deceleration from 8.2% in the prior-year quarter, while net new member additions remained muted. Management attributed the performance to rate-driven same-store sales and stable member churn, and highlighted ongoing pricing experiments including a limited-time $10 Classic Card promotion. The company is also shifting its marketing strategy to emphasize approachability and inclusiveness, with a fully new campaign planned for the critical first-quarter join period. Planet Fitness opened 23 new clubs during the quarter and continues to invest in its app and Black Card Spa offerings to drive engagement and retention.
Planet Fitness IncSame-store sales growth slowed sharply despite rate-driven sales and pricing experiments, with mixed impact on future growth.
