PLNT

Planet Fitness, Inc. operates as a franchisor and operator of fitness centers under the Planet Fitness brand, positioning itself as a high-value, low-price fitness option with a welcoming, non-intimidating environment. Headquartered in Hampton, New Hampshire, the company oversees more than 2,600 locations across all 50 U.S. states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, and Australia. Planet Fitness operates through three primary segments: Franchise, Corporate-owned stores, and Equipment. The company generates revenue primarily through franchise royalties, membership fees from corporate locations, placement fees for fitness equipment sold to franchisees, and national advertising fund contributions. With approximately 19 million members, Planet Fitness maintains its market position by offering memberships starting at $10 per month and promoting its "Judgement Free Zone" philosophy. The company's business model relies heavily on franchising, with franchisees operating roughly 90% of all locations. Planet Fitness provides franchisees with site selection assistance, buildout guidance, equipment procurement, and ongoing operational support. Recent strategic initiatives include expanding its international footprint, enhancing digital member engagement through its mobile app, and upgrading equipment across its network. The company's no-frills approach, scalable franchise model, and focus on first-time gym users distinguish it within the competitive fitness industry.