On Nov. 13, the US chain Planet Fitness held its Investor Day in Boston, where senior leadership outlined its updated strategic imperatives and long-term growth outlook. The company currently operates approximately 2,795 clubs and serves about 20.7 million members globally.
Four priorities for Planet Fitness’s next growth phase
The company’s roadmap centers on four interconnected priorities:
- evolving the brand while preserving its core value proposition
- enhancing the member experience to drive loyalty and attract broader market segments
- refining club layouts and amenities to improve franchisee returns
- accelerating global club growth while optimizing the unit economics of both new and remodelled locations
The company has also revealed its financial targets for 2026-28:
- Revenue: low-double-digit percent CAGR
- Same-club sales: mid-single-digit percent growth
- New club units: growth in the 6-7 percent range annually
- Adjusted EBITDA: mid-teens percent CAGR
- Adjusted net income per share (diluted): mid- to high-teens percent CAGR
Why it matters
For the fitness-and-wellness segment of the broader sporting goods ecosystem, Planet Fitness’s targets are significant. By prioritizing global expansion (unit growth), club experience (member + franchisee value) and strong financials, the company aims to reinforce its position as a low-cost, high-scale player. Brands and suppliers tied to fitness equipment, wearable technology, apparel and club services may benefit from the expansion dynamics.
Affordable-fitness trend
The growth plan reflects broader market trends: increasing global demand for affordable fitness access, franchise models scaling internationally and consumer fitness habits evolving post-pandemic. Planet Fitness’s focus on “democratised access” (its “Judgment Free Zone”) underscores how budget-friendly fitness chains are seeking to remain relevant in a category that includes premium boutique studios and digital-only platforms.
The bottom line
Planet Fitness is setting a bold growth trajectory – not just in the US but globally – with clear financial milestones. For stakeholders in the sporting goods and fitness infrastructure industries, the company’s ambition signals potential upside in equipment supply, franchise-ecosystem services and apparel partnerships tied to club memberships and health-wellness platforms.
