The gym chain lifted full-year adjusted net income per share growth outlook to 6% after aggressive Q2 share repurchases.
Planet Fitness raised its full-year adjusted net income per diluted share guidance to approximately 6% growth, driven by aggressive share repurchase activity in Q2 2026. The move reflects confidence in capital recycling and operational discipline amid broader member acquisition challenges.
System-wide same-club sales rose 1.7% in Q2, fueled by rate growth rather than new member sign-ups. Black Card penetration climbed 210 basis points year-over-year to 68%, offsetting stagnant net member acquisition trends.
Management is testing regional pricing strategies, including a national $10 Classic Card promotion, to gauge demand elasticity. Retention efforts now include an AI-driven churn model and a ‘first 100-day’ engagement program.