Planet Fitness Banks on Gen Z and AI Amid Record Club Openings

Planet Fitness continues to lean on Generation Z engagement to navigate a shifting wellness landscape.

The fitness chain reported year-end and quarterly earnings Tuesday (Feb. 24) showing that it had wrapped 2025 with 20.8 million members, while also marking a record-setting 104 club openings during its fourth quarter.

CEO Colleen Keating highlighted the company’s push to modernize its subscription-based business using technology. Planet Fitness is deploying AI-enabled tools for customer relationship management and predictive churn models to strengthen member retention.

“We are elevating the member experience through a sophisticated data driven approach, strategically leveraging technology to drive deeper engagement,” Keating told analysts during an earnings call. The company is also piloting artificial intelligence (AI) tools to offer members personalized coaching via its mobile app.

Consumer spending patterns show an increasing priority on health among younger demographics, which have been a source of strength for Planet Fitness in recent years.

The company’s high school summer program saw a record 3.7 million participants completing more than 19 million workouts. Eight percent of that group went on to become paying members.

In addition, management said Planet Fitness is positioning itself as a partner for consumers using GLP-1 weight-loss medications. Through a collaboration with telehealth company Ro, Planet Fitness is aiming to capture users who need strength training to maintain muscle mass.

Keating noted an opportunity to “democratize recovery and wellness just as we did with fitness thirty years ago.”

The company’s subscription model remains a core driver, with its premium Black Card reaching a record penetration of 66.5%. This growth is continuing even as the company implements more transparent “click to cancel” features.

Although January saw a slight increase in attrition after the national rollout of online member management, executives said retention rates have normalized since.

”When we’re treating our members well and giving them the opportunity to manage their membership, they’re coming back to us,” Keating said, noting that roughly 35% of new joins are former members.

The company reported a 12.1% increase in revenue for the full year, to $1.3 billion. Quarterly revenues came to $376.3 million, a 10.5% increase. For 2026, the company expects revenue growth of approximately 9%, which was below Wall Street expectations.

However, Chief Financial Officer Jay Stasz said Planet Fitness still expects to reach its three-year growth targets.

“We knew that this year would represent the lowest growth year in the three-year algorithm for two primary reasons,” he told analysts, pointing to the extended cycle of replacing new equipment, and the sale of some of its properties in California.