Overview

• Current Classic Card members will continue to pay $10, honoring the original fee for the duration of their memberships.
• The price adjustment aims to balance rising operational costs and the impact of inflation, with the $10 rate now equivalent to about $20 in today's money.
• Planet Fitness also plans to test new pricing structures for its premium Black Card membership, which includes additional benefits.
• The company's decision follows extensive market testing to minimize potential membership loss while adjusting to economic pressures.
• Shares of Planet Fitness have shown volatility, reflecting investor reactions to the new pricing strategy and recent company performance.