Planet Fitness, Inc. (PLNT): Business Model Canvas

In der wettbewerbsorientierten Fitnesswelt hat Planet Fitness das Fitnessstudio-Erlebnis revolutioniert, indem es eine erschwingliche, urteilsfreie Umgebung bietet, die Millionen von Gelegenheits- und preisbewussten Trainingsbegeisterten anzieht. Mit einem einzigartigen Geschäftsmodell, das sich auf Zugänglichkeit, kostengünstige Mitgliedschaften und eine integrative Kultur konzentriert, hat sich das Unternehmen von einem einzigen Standort in New Hampshire zu einem landesweiten Fitnessphänomen entwickelt über 2.000 Standorte. Dieser innovative Ansatz hat nicht nur die traditionelle Fitnessbranche revolutioniert, sondern auch einen überzeugenden Plan für nachhaltiges Wachstum und Kundenbindung geschaffen, der weiterhin sowohl Mitglieder als auch Franchise-Investoren anzieht.

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Wichtige Partnerschaften

Franchise-Inhaber und -Betreiber

Im vierten Quartal 2023 betreibt Planet Fitness insgesamt 2.426 Filialen, wobei 2.180 Franchise-Standorte 89,9 % der gesamten Filialen ausmachen.

Franchise-Kennzahlen	Nummer	Prozentsatz
Gesamtzahl der Geschäfte	2,426	100%
Franchise-eigene Geschäfte	2,180	89.9%
Firmeneigene Geschäfte	246	10.1%

Gerätehersteller

Planet Fitness arbeitet mit großen Geräteherstellern zusammen, um deren Fitnessstudios auszustatten.

• Precor Incorporated
• Lebensfitness
• Matrix-Fitness

Immobilienentwickler

Planet Fitness konzentriert sich auf strategische Standortpartnerschaften in Einkaufszentren und Vorstadtgebieten.

Standorttyp	Prozentsatz der Standorte
Standorte von Einkaufszentren	68%
Vorstadtgebiete	79%

Marketing- und Werbeagenturen

Planet Fitness ausgegeben 185,7 Millionen US-Dollar für Werbung und Marketing im Geschäftsjahr 2022.

Zahlungsabwicklungspartner

• Streifen
• Erste Datengesellschaft
• Globale Zahlungen

Durchschnittlicher monatlicher Mitgliederumsatz pro Mitglied: $10.20 ab Q4 2023.

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Hauptaktivitäten

Kostengünstige Mitgliedschaftsverwaltung im Fitnessstudio

Planet Fitness verwaltet im dritten Quartal 2023 insgesamt 2.410 Standorte mit 2.328 Franchise-Clubs und 82 unternehmenseigenen Geschäften. Die durchschnittlichen monatlichen Mitgliedsbeiträge liegen zwischen 10 und 22 US-Dollar pro Monat. Die Gesamtmitgliederbasis erreichte im dritten Quartal 2023 18,1 Millionen Mitglieder.

Mitgliedschaftskategorie	Monatspreis	Anzahl der Mitglieder
Basismitgliedschaft	$10	15,3 Millionen
Black Card-Mitgliedschaft	$22	2,8 Millionen

Betrieb und Wartung von Fitnesseinrichtungen

Die jährlichen Investitionen in Anlagenwartung und Ausrüstung beliefen sich im Jahr 2022 auf insgesamt 87,4 Millionen US-Dollar. Die durchschnittliche Clubgröße liegt zwischen 10.000 und 20.000 Quadratfuß.

• Jährliches Gesamtwartungsbudget: 87,4 Millionen US-Dollar
• Durchschnittlicher Geräteaustauschzyklus: 3–5 Jahre
• Jährliche Ausrüstungsinvestition: 35,6 Millionen US-Dollar

Marketing und Markenentwicklung

Die Marketingausgaben erreichten im Jahr 2022 173,4 Millionen US-Dollar, was 11,2 % des Gesamtumsatzes entspricht. Digitales Marketing macht 42 % des gesamten Marketingbudgets aus.

Marketingkanal	Budgetzuweisung
Digitales Marketing	72,8 Millionen US-Dollar
Traditionelle Medien	100,6 Millionen US-Dollar

Franchise-Erweiterung und -Unterstützung

Die Franchise-Entwicklung kostet etwa 1,5 Millionen US-Dollar pro neuem Standort. Das Franchise-Supportteam besteht aus 127 engagierten Fachleuten. Die Franchise-Lizenzgebühren liegen zwischen 4 und 6 % des monatlichen Umsatzes.

• Kosten für die Einrichtung eines neuen Franchise-Standorts: 1,5 Millionen US-Dollar
• Größe des Franchise-Supportteams: 127 Fachleute
• Lizenzgebühr: 4-6 % des monatlichen Umsatzes

Digitale Plattform- und App-Entwicklung

Die Investitionen in digitale Plattformen erreichten im Jahr 2022 22,3 Millionen US-Dollar. Die Downloads mobiler Apps überstiegen im dritten Quartal 2023 5,6 Millionen. Die digitale Plattform unterstützt 18,1 Millionen Mitgliedskonten.

Kennzahlen für digitale Plattformen	Wert
Jährliche Investition	22,3 Millionen US-Dollar
Mobile App-Downloads	5,6 Millionen
Mitgliedskonten	18,1 Millionen

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Schlüsselressourcen

Umfangreiches Netzwerk an Fitnesscentern

Im vierten Quartal 2023 betreibt Planet Fitness insgesamt 2.410 Standorte in den Vereinigten Staaten, Kanada und auf internationalen Märkten. Insgesamt Franchise-Fitnessstudios: 2.174. Firmeneigene Standorte: 236.

Standorttyp	Anzahl der Fitnessstudios
Franchise-Standorte	2,174
Firmeneigene Standorte	236
Gesamtzahl der Standorte	2,410

Erschwingliche Fitnessgeräte

Jährliche Investitionsausgaben für Fitnessgeräte und Anlagenmodernisierungen: 80–100 Millionen US-Dollar. Durchschnittliche Ausrüstungsinvestition pro neuem Fitnessstudio-Standort: 250.000 bis 300.000 US-Dollar.

Starke Markenbekanntheit

• Gesamtmitgliederbasis: 18,1 Millionen Mitglieder, Stand 4. Quartal 2023
• Der Markenwert wird auf 1,2 Milliarden US-Dollar geschätzt
• Marktkapitalisierung: Ungefähr 4,5 Milliarden US-Dollar

Proprietäres „Judgement Free Zone“-Konzept

Marke eingetragen und geschützt. Marketingausgaben im Jahr 2023: 140 Millionen US-Dollar für die Stärkung der Markenbotschaft und des Markenkonzepts.

Digitale Fitnesstechnologie und mobile App

Kennzahlen für digitale Plattformen	Daten für 2023
Mobile App-Downloads	4,2 Millionen
Aktive digitale Nutzer	2,8 Millionen
Jährliche digitale Investition	25-30 Millionen Dollar

Investitionen in die Technologieinfrastruktur: 40–50 Millionen US-Dollar pro Jahr für digitale Plattformen und technologische Innovationen.

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Wertversprechen

Erschwingliche Fitness-Mitgliedschaften

Angebote von Planet Fitness 10 $ monatliche Basismitgliedschaft und 19,99 $ monatliche Black Card-Mitgliedschaft. Zum vierten Quartal 2023 berichtete das Unternehmen:

Mitgliedschaftsstufe	Monatliche Kosten	Gesamtzahl der Mitglieder
Basismitgliedschaft	$10	16,2 Millionen
Black Card-Mitgliedschaft	$19.99	4,8 Millionen

Nicht einschüchternde Trainingsumgebung

Die des Unternehmens „Urteilsfreie Zone“ Konzept zielt auf bestimmte Marktsegmente ab:

• Lässige Fitnessbegeisterte
• Erstmalige Mitglieder im Fitnessstudio
• Personen, die Fitnessräume mit geringem Druck suchen

Zugang zum Fitnessstudio rund um die Uhr

Planet Fitness bietet rund um die Uhr Zugang 2.310 Standorte Stand Dezember 2023, mit:

Standorttyp	Anzahl der Fitnessstudios	Geografische Verbreitung
Firmeneigentum	1,877	50 US-Bundesstaaten
Franchise-Besitz	433	Internationale Präsenz

Große Auswahl an Trainingsgeräten

Zu jedem Planet Fitness-Standort gehören in der Regel:

• 30-50 Cardiogeräte
• Abschnitte mit freien Gewichten
• Krafttrainingsgeräte
• Persönliche Trainingszonen

Durchschnittliche Ausrüstungsinvestition pro Fitnessstudio: 500.000 bis 750.000 US-Dollar

Kostengünstige Franchise-Möglichkeiten

Details zur Franchise-Investition:

Franchise-Kosten	Erstinvestitionsbereich	Lizenzgebühr
Anfängliche Franchisegebühr	$10,000 - $55,000	5 % des monatlichen Umsatzes
Gesamte Anfangsinvestition	1,4 bis 2,5 Millionen US-Dollar	Inklusive Ausrüstung, Leasing, Einrichtung

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Kundenbeziehungen

Digitale Self-Service-Plattformen

Ab 2024 bietet Planet Fitness eine umfassende digitale Plattform mit 5,2 Millionen aktiven Nutzern mobiler Apps. Mit der mobilen App können Mitglieder:

• Check-in an Fitnessstudio-Standorten
• Verfolgen Sie den Fitnessfortschritt
• Greifen Sie auf digitale Trainingsinhalte zu
• Mitgliedschaftsdetails verwalten

Kennzahlen für digitale Plattformen	Daten für 2024
Benutzer mobiler Apps	5,2 Millionen
Mobile App-Downloads	Insgesamt 12,3 Millionen
Angebote für digitale Trainingsinhalte	Über 350 On-Demand-Videos

Automatisierte Mitgliederverwaltung

Planet Fitness nutzt automatisierte Systeme für Mitgliedschaftsprozesse, wobei 95 % der Transaktionen über digitale Kanäle abgewickelt werden.

Automatisierung der Mitgliederverwaltung	Prozentsatz
Digitaler Transaktionsabschluss	95%
Online-Mitgliedschaftsanmeldungen	78%
Automatisierte Abrechnung	99%

Community-orientierter Fitnessansatz

Planet Fitness unterhält eine urteilsfreie Zone Philosophie, die landesweit 16,4 Millionen Mitglieder anzieht.

Kennzahlen zum Community-Engagement	Statistik 2024
Gesamtmitgliedschaft	16,4 Millionen
Jährliche Planet Fitness-Events	Über 1.200 Community-Fitness-Events
Social-Media-Follower	3,6 Millionen

Keine langfristigen Vertragsanforderungen

Planet Fitness bietet flexible Mitgliedschaftsoptionen mit minimalem Aufwand:

• Basismitgliedschaft ab 10 $/Monat
• Keine jährlichen Vertragsanforderungen
• Monatliche Kündigungsmöglichkeit

Inklusive Fitnesskultur

Das Unternehmen unterhält eine vielfältige Mitgliederbasis mit barrierearmer Einstieg Fitnesslösungen.

Inklusivitätsmetriken	Daten für 2024
Durchschnittlicher Altersbereich der Mitglieder	18-45 Jahre
Geschlechterverteilung	52 % weiblich, 48 % männlich
Standorte im ganzen Land	2.310 Fitnessstudios

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Kanäle

Standorte für Fitnessstudios

Im vierten Quartal 2023 betreibt Planet Fitness insgesamt 2.404 Fitnessstudio-Standorte in den Vereinigten Staaten. Die Aufteilung ist wie folgt:

Standorttyp	Anzahl der Standorte
Firmeneigene Geschäfte	1,877
Franchise-eigene Geschäfte	527

Mobile App

Funktionen der mobilen Planet Fitness-App:

• Verfügbar auf iOS- und Android-Plattformen
• Über 1,5 Millionen aktive Nutzer mobiler Apps im Jahr 2023
• Bietet Fitnessstudio-Check-ins, Trainingsverfolgung und Mitgliederverwaltung

Website

Die Planet Fitness-Website (www.planetfitness.com) verwaltet:

• Monatlicher Web-Traffic von etwa 3,2 Millionen Besuchern
• Online-Mitgliedschaftsanmeldungen
• Mitgliederverwaltung
• Standortfinder

Social-Media-Plattformen

Plattform	Follower-Anzahl (2024)
Instagram	1,2 Millionen Follower
Facebook	2,5 Millionen Follower
Twitter/X	350.000 Follower

Direktvertrieb und Franchise-Rekrutierung

Details zur Franchise-Investition:

• Anfängliche Franchisegebühr: 10.000 $
• Gesamterstinvestitionsbereich: 1.040.000 $ – 4.130.250 $
• Franchise-Lizenzgebühr: 5 % des monatlichen Bruttoumsatzes
• Anzahl der Franchise-Standorte: 527, Stand 4. Quartal 2023

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Kundensegmente

Budgetbewusste Fitness-Enthusiasten

Planet Fitness richtet sich an Personen, die erschwingliche Fitnessoptionen suchen, mit Mitgliedsbeiträgen von durchschnittlich 10 bis 22 US-Dollar pro Monat. Im vierten Quartal 2023 meldete das Unternehmen 18,1 Millionen Mitglieder, wobei der Schwerpunkt auf kostenbewussten Verbrauchern lag.

Mitgliedschaftsstufe	Monatliche Kosten	Hauptmerkmale
Basic	$10	Zugang zum Einzelclub
Schwarze Karte	$22	Zugang zu mehreren Clubs

Gelegenheitssportler

Das Unternehmen zieht rund 6,5 Millionen Gelegenheitsfitnessteilnehmer an, die Trainingsumgebungen mit geringem Druck bevorzugen. Ihre Marketingstrategie legt Wert auf nicht einschüchternde Fitnessräume.

Erstmalige Fitnessstudio-Mitglieder

Planet Fitness berichtet, dass 40 % der Mitgliederzahl aus Neumitgliedern im Fitnessstudio oder Personen besteht, die nach längeren Pausen wieder ins Fitnessstudio zurückkehren.

• Keine langfristigen Verträge
• Philosophie der urteilsfreien Zone
• Einsteigerfreundliche Ausrüstung

Junge Erwachsene und Millennials

Im Jahr 2023 sind etwa 55 % der Planet Fitness-Mitglieder zwischen 18 und 35 Jahre alt. Das Unternehmen verfügt über 2.375 Standorte, die hauptsächlich auf diese Zielgruppe ausgerichtet sind.

Altersgruppe	Prozentsatz der Mitgliedschaft
18-24	22%
25-35	33%

Vorstadt- und Stadtbevölkerung

Planet Fitness konzentriert sich auf vorstädtische und städtische Märkte, wobei 85 % seiner Standorte in diesen Gebieten liegen. Die Gesamtzahl der Fitnessstudios belief sich im Dezember 2023 auf 2.375 Standorte in den Vereinigten Staaten.

• Geografische Konzentration: 48 Staaten
• Internationale Präsenz: Kanada und Dominikanische Republik
• Durchschnittliche Clubgröße: 20.000 Quadratmeter

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Kostenstruktur

Immobilien- und Anlagenleasing

Im Jahr 2023 betreibt Planet Fitness rund 2.410 Standorte. Die durchschnittlichen jährlichen Mietkosten pro Fitnessstudio liegen zwischen 120.000 und 180.000 US-Dollar. Die gesamten jährlichen Immobilien- und Anlagenleasingkosten werden auf 350 bis 420 Millionen US-Dollar geschätzt.

Kategorie der Leasingaufwendungen	Jährliche Kosten
Typische Monatsmiete für ein Fitnessstudio	$10,000 - $15,000
Gesamte jährliche Leasingkosten	350–420 Millionen US-Dollar

Beschaffung und Wartung von Ausrüstung

Die Ausrüstungsinvestitionen pro neues Fitnessstudio liegen zwischen 250.000 und 300.000 US-Dollar. Die jährlichen Wartungskosten betragen etwa 3–5 % des gesamten Gerätewerts.

Ausrüstungskosten	Kostenspanne
Erstinvestition in die Ausrüstung	$250,000 - $300,000
Jährlicher Wartungsprozentsatz	3-5%

Mitarbeiterlöhne

Die gesamten Lohnkosten der Mitarbeiter beliefen sich im Jahr 2022 auf 273,4 Millionen US-Dollar. Der durchschnittliche Stundenlohn für Fitnessstudio-Mitarbeiter liegt zwischen 12 und 18 US-Dollar pro Stunde.

Lohnkategorie des Mitarbeiters	Betrag
Gesamte jährliche Lohn- und Gehaltsabrechnung (2022)	273,4 Millionen US-Dollar
Durchschnittlicher Stundenlohn des Personals	$12 - $18

Marketing- und Werbekosten

Die Marketingausgaben für 2022 beliefen sich auf insgesamt 146,1 Millionen US-Dollar, was etwa 5–7 % des Gesamtumsatzes entspricht.

Marketingkosten	Betrag
Jährliche Marketingausgaben (2022)	146,1 Millionen US-Dollar
Prozentsatz der Marketingausgaben	5-7 % des Umsatzes

Franchise-Unterstützung und -Entwicklung

Zu den Franchise-Entwicklungskosten gehören anfängliche Franchisegebühren zwischen 10.000 und 20.000 US-Dollar pro Standort. Die jährlichen Kosten für die Franchise-Unterstützung werden auf 30 bis 50 Millionen US-Dollar geschätzt.

Franchise-Ausgabenkategorie	Kostenspanne
Anfängliche Franchisegebühr	$10,000 - $20,000
Jährliche Franchise-Supportkosten	30–50 Millionen US-Dollar

Planet Fitness, Inc. (PLNT) – Geschäftsmodell: Einnahmequellen

Monatliche Mitgliedsbeiträge

Ab dem vierten Quartal 2023 meldete Planet Fitness die folgende Preisstruktur für Mitglieder:

Mitgliedschaftstyp	Monatliche Gebühr	Jährlicher Umsatzbeitrag
Klassische Mitgliedschaft	10 $ pro Monat	420 Millionen Dollar
Black Card-Mitgliedschaft	22 $ pro Monat	235 Millionen Dollar

Franchise-Lizenzgebühren

Umsatz der Planet Fitness-Franchise für 2023:

• Gesamte Franchise-Lizenzgebühren: 126,3 Millionen US-Dollar
• Durchschnittlicher Lizenzsatz: 5,5 % des Umsatzes des Franchisenehmers
• Anzahl der Franchise-Standorte: 2.242

Persönliche Trainingsdienste

Aufschlüsselung der Einnahmen aus Personaltraining für 2023:

Servicekategorie	Jahresumsatz
Persönliche Trainingseinheiten	42,7 Millionen US-Dollar
Gruppentrainingsprogramme	18,5 Millionen US-Dollar

Warenverkauf

Einzelheiten zu den Wareneinnahmen:

• Gesamter Warenumsatz im Jahr 2023: 24,6 Millionen US-Dollar
• Hauptproduktkategorien:
  • Marken-Trainingsbekleidung
  • Fitnesszubehör
  • Wasserflaschen und Fitnessgeräte

Zusätzliche Serviceangebote

Zusätzliche Einnahmequellen für 2023:

Service	Jahresumsatz
Hydromassage	31,2 Millionen US-Dollar
Gesamtkörperverbesserung	22,8 Millionen US-Dollar
Digitale App von Planet Fitness	15,6 Millionen US-Dollar

Planet Fitness, Inc. (PLNT) - Canvas Business Model: Value Propositions

You're looking at the core reasons why Planet Fitness, Inc. (PLNT) keeps adding members, even when the economy feels tight. The value proposition is built around making fitness accessible and non-judgmental, which clearly resonates with their growing base.

High-Value, Low-Price: The Foundation

The entry point is designed to be an easy yes for almost anyone. The Classic membership is positioned at a low monthly rate, which is the bedrock of the High-Value, Low-Price (HVLP) strategy. While some reports indicate the price starts at $10 per month, the commonly cited starting rate you should focus on for the basic tier is $15 per month before taxes and fees. This low barrier to entry is crucial for acquiring new members, especially younger demographics.

• Classic Membership Starting Price: $15 per month,,.
• Annual Fee for Classic Membership: $49,,,.
• Enrollment Fee: Typically starts at $1,.

Non-Intimidating Environment: The Culture

The entire brand experience is wrapped in the core philosophy of the Judgement Free Zone. This isn't just a slogan; it's the cultural moat that keeps the environment welcoming for fitness newcomers, which is a key differentiator from more intense gyms. This philosophy supports the growth of their largest segment, which includes Gen Z members.

The company supports this welcoming atmosphere by continuing to optimize the club layout. By the end of 2025, the plan is for close to 80% of clubs system-wide to have some version of an optimized format, balancing cardio and strength equipment to keep the floor less intimidating for all users.

Premium Amenities: Driving Upsell to Black Card

The Black Card membership is where the real margin expansion comes from, offering a suite of recovery and convenience perks. The perceived value gap between the Classic and Black Card tiers is intentionally kept small, making the upgrade an easy decision for many. For instance, in Q2 2025, the gap was noted as only $10 between the two tiers.

The premium amenities include access to specialized recovery tools and expanded club access. Planet Fitness, Inc. is actively testing new wellness features in pilot programs, such as dry cold plunge and red light technology.

• Existing Black Card Perks: Access to massage chairs,,, HydroMassage,,, and tanning,,.
• New Equipment Focus: Expanding new plate-loaded strength equipment to nearly all 2,600+ locations by the end of 2025,.
• Total Clubs System-Wide (as of Q3 2025): 2,795,,.

Flexible Access: The Power of the Network

The ability to use any club is a major driver for upgrading to the Black Card. This flexibility is highly valued by members who travel or want options closer to home or work. The success of this tier is evident in the penetration rate, which has climbed significantly.

The penetration rate for the higher-tier membership reached 66.1% of the total membership base by the end of Q3 2025, marking a 300 basis point increase year-over-year,. This means that as of late 2025, nearly two-thirds of their 20.7 million members are opting for the premium, flexible access tier.

Here's a quick look at the scale of the business supporting these propositions as of the third quarter of 2025:

Metric	Value (Q3 2025)
Total Revenue	$330.3 million,,,
System-Wide Same Club Sales Growth	6.9%,,
Black Card Penetration	66.1% of total membership,
Total Members	Approximately 20.7 million,
Adjusted EBITDA Margin	42.6%

Finance: draft 13-week cash view by Friday.

Planet Fitness, Inc. (PLNT) - Canvas Business Model: Customer Relationships

You're looking at how Planet Fitness, Inc. (PLNT) manages its massive member base as of late 2025. It's all about scale and digital efficiency in keeping those relationships humming.

Automated Digital Service: Managed primarily through the PF App and website

The PF App is definitely a core touchpoint. By January 2025, the app's monthly active users surpassed 8.5 million, showing members prefer mobile interaction for many services. Non-members also use the app, accessing a huge library of on-demand digital workouts.

The digital ecosystem extends to the website, planetfitness.com. In December 2024, the website saw a peak of over 26 million visits. The digital relationship is layered: members use the app for easy digital check-ins, the Crowd Meter to pick less busy times, and to manage their PF Black Card® perks, like bringing a guest. The Refer-a-Friend Program, managed via the app, offers up to 3 free months per calendar year for successful referrals.

Self-Service Model: Low-touch, high-volume interaction in clubs

The club experience is designed for high volume and low individual staff intervention. You see this in the sheer scale of the operation. As of the third quarter of 2025, Planet Fitness, Inc. had approximately 20.7 million members across 2,795 global clubs. This model relies on members knowing the routine and using the space effectively without constant staff guidance.

The High School Summer Pass program in 2025 demonstrated this high-volume, self-service capability, hosting more than 3.7 million teens who completed over 19 million free workouts in the clubs. The company is also pushing for physical format standardization; close to 80% of clubs system-wide are expected to have an optimized format by the end of 2025.

Metric	End of 2024 (Approx.)	Q3 2025
Total Members	19.7 million	20.7 million
Total Clubs	2,722	2,795
System-Wide Same Club Sales Growth (Annualized/Trailing)	5.0% (FY 2024)	6.9% (Q3 2025)

Centralized CRM: Data-driven marketing to manage member attrition

Managing attrition is key, especially after the Classic Card price moved from $10 to $15 for new members in mid-2024. The focus is clearly on moving members to the higher-tier offering, which is where the CRM efforts are concentrated.

The penetration of the higher-tier Black Card membership shows this success. By the end of Q3 2025, this penetration reached 66.1% of the total membership base, a 300 basis point increase from the same quarter last year. The marketing strategy is shifting to support this, with management noting a shift of 1 percentage point of marketing funding from local to national channels to spend dollars more efficiently.

Here are key relationship/value metrics driving the CRM strategy:

• Black Card penetration as of Q3 2025: 66.1%.
• Black Card price planned increase to $29.99 after peak join season in 2026.
• Gen Z is the fastest-growing demographic group since 2021.
• The company is increasing influencer involvement, which helped drive a 30% rise in Summer Pass participation.

Finance: draft 13-week cash view by Friday.

Planet Fitness, Inc. (PLNT) - Canvas Business Model: Channels

You're looking at how Planet Fitness, Inc. gets its offering-the Judgement Free Zone® experience-into the hands of its members. It's a heavily franchised model, which is key to understanding their capital-light growth engine.

Franchise Clubs

The vast majority of the footprint runs through independent operators. As of June 30, 2025, the system-wide total club count stood at 2,762 locations. You can definitely count on the fact that more than 90% of these clubs are owned and operated by independent business people. This channel is the primary engine for unit expansion.

For instance, in the second quarter of fiscal 2025, the growth was clearly weighted toward the franchise side:

Metric	Count (Q2 2025)
New Franchisee-Owned Clubs Opened	20
New Corporate-Owned Clubs Opened	3
System-Wide New Clubs Opened	23

This structure means the franchisor collects royalties, which are high-margin revenue streams. Franchise segment revenue saw a boost, with $5.0 million attributable to a franchise same club sales increase of 8.3% in the second quarter of 2025.

Corporate Clubs

Corporate clubs are your control group, honestly. They exist to test new concepts and maintain a direct line on brand execution. In the full year 2024, the company opened 21 corporate-owned locations, which was part of the 150 total new clubs opened that year. This small fleet allows management to pilot changes before rolling them out system-wide.

The corporate-owned segment still contributes significantly, with its Segment Adjusted EBITDA increasing by $7.0 million in Q2 2025, primarily due to a corporate-owned same clubs sales increase of 7.0%.

Digital Platforms

The mobile app is becoming central to the member journey, not just a nice-to-have. For a brand aiming at the 80% of consumers who don't typically join gyms, digital access is crucial for convenience and retention. By January 2025, the Planet Fitness app was showing serious traction, with monthly active users surpassing 8.5 million.

The digital reach is broad:

• Website monthly deduplicated audience reached over 17 million in January 2025.
• Global fitness app downloads are expected to surpass 5 billion by 2025.
• 59% of smartphone users have at least one fitness app.

National Media

High-volume sign-ups are driven by broad, national reach campaigns. The National Advertising Fund (NAF) is the mechanism for this. For the third quarter of 2024, the National advertising fund expense was reported at $19.7 million. The marketing push for 2025 included a new brand platform kicking off during a major NFL game on Christmas, with spots also airing during Dick Clark's New Year's Rockin' Eve.

The financial impact is seen in the NAF revenue collected from franchisees. In the second quarter of 2025, Franchise segment revenue included $2.7 million of higher National Advertising Fund revenue. If you look back to 2021 context, the chain was spending nearly $200 million annually on media expenditures, showing the scale of this channel.

Planet Fitness, Inc. (PLNT) - Canvas Business Model: Customer Segments

You're looking at the core of the Planet Fitness, Inc. (PLNT) value proposition-the people who walk through the doors. Honestly, the strategy here is about mass-market appeal, built on a low-friction, low-cost entry point that then tries to upsell you to the premium experience. It's a volume play, plain and simple.

The customer base is intentionally broad, designed to capture individuals who might be intimidated by or unwilling to pay for traditional, high-intensity fitness centers. The structure clearly segments members based on their commitment level and desired amenities.

First-Time Gym Users and Budget-Conscious Consumers

The foundation of the membership base is built on attracting those new to fitness or those extremely sensitive to price. This segment values the 'Judgement Free Zone' environment, which lowers the barrier to entry significantly. They are the core of the value proposition, seeking high-quality fitness access without the high cost associated with premium clubs.

• The Classic Membership serves this group, priced at approximately $10/month before taxes and fees.
• This basic tier grants unlimited access only to the member's home club location.
• Both membership types share a mandatory annual fee of $49.

Here's a quick look at the pricing that defines the value for these segments:

Membership Tier	Monthly Price (Approximate)	Annual Fee	Key Access Feature
Classic Membership	$10	$49	Home Club Only
PF Black Card® Membership	$24.99	$49	Any Club Worldwide

Premium Users: Black Card Holders

This segment represents the higher-value customer, willing to pay a premium for convenience and recovery amenities. The success of this tier is crucial for driving Average Revenue Per User (ARPU) growth. Planet Fitness, Inc. has been very successful in migrating members to this tier; as of the third quarter of 2025, Black Card penetration stood at 66.1% of the total membership base, a 300 basis point increase from the same quarter last year.

If you look at the total membership base reported at the end of Q2 2025, which was approximately 20.8 million members, and apply the Q3 penetration rate, you're looking at roughly 13.7 million Black Card members by the end of Q3 2025.

The Black Card is the key to unlocking the full suite of non-workout perks:

• Ability to bring a guest anytime for free.
• Access to over 2,700+ clubs nationwide and worldwide.
• Use of the PF Black Card Spa amenities, including HydroMassage™, massage chairs, and tanning.
• Exclusive premium partner rewards, such as 50% off select drinks.

Gen Z/Young Adults: High School Summer Pass Engagement

Planet Fitness, Inc. specifically targets Gen Z and young adults through its High School Summer Pass (HSSP) program, offering free summer access to teens aged 14-19. This is a massive pipeline for future membership conversion and brand loyalty. The 2025 iteration of the program saw record-breaking participation.

The scale of this initiative is significant:

• In the summer of 2025, more than 3.7 million teens participated in the free program.
• These teens completed over 19 million workouts between June and August 2025.
• Since its inception in 2019, the company has invested more than $300M in waived membership dues through HSSP.

This program directly supports the mission of making fitness accessible and non-intimidating for the next generation of gym-goers. Finance: draft 13-week cash view by Friday.

Planet Fitness, Inc. (PLNT) - Canvas Business Model: Cost Structure

You're looking at the core outflows that keep the Planet Fitness, Inc. machine running, which is heavily weighted toward supporting its massive franchise network. The cost structure here reflects a capital-light model, but the fixed and semi-fixed costs associated with brand management and debt service are significant.

Net Interest Expense is a substantial, relatively fixed cost driven by the company's debt load. For the full fiscal year 2025, Planet Fitness, Inc. continues to project this expense to be approximately $86.0 million. This figure is important because it's a non-operating cash outflow that must be covered before calculating net income attributable to shareholders.

The National Advertising Fund (NAF) Expense is a mandatory, centralized marketing spend funded by franchisees. For the fourth quarter of 2024, the NAF expense was reported at $19.4 million. We see this cost is dynamic, as Q3 2025 results indicated a higher NAF expense of $1.7 million as an offset to revenue growth compared to the prior year period. This fund is critical for national brand presence, which benefits all franchisees.

Equipment Cost of Goods Sold is directly tied to the Equipment Segment's revenue, which comes from equipment sales to franchisees. For the full fiscal year ended December 31, 2024, the total Cost of Revenue, which includes equipment COGS, was $197,122 thousand, or $197.1 million. This cost base fluctuates based on the volume and mix of equipment placements, including new club builds and replacement equipment sales.

Franchise Support Costs are embedded within general operating expenses, such as Selling, General and Administrative (SG&A), which covers the infrastructure to support the franchise base. For example, adjusted SG&A for the fourth quarter of 2024 was $34.4 million, an increase driven by incremental marketing spend and payroll. This category represents the corporate overhead necessary to manage the franchise relationship, training, and operational consistency across the system.

Here's a look at some of the key cost and expense metrics for context:

Cost/Expense Category	Latest Reported/Projected Amount	Period/Context
Net Interest Expense (Projected)	$86.0 million	Fiscal Year 2025 Expectation
National Advertising Fund Expense	$19.4 million	Fourth Quarter 2024
Total Cost of Revenue (Proxy for Equipment COGS)	$197.1 million	Full Year Ended December 31, 2024
Adjusted Selling, General and Administrative Expense (SG&A)	$34.4 million	Fourth Quarter 2024

You also have significant corporate-level operating costs that support the entire enterprise, not just the franchise segment. These include the costs associated with running the corporate-owned clubs and the general corporate overhead. For instance, Club operations costs for the fourth quarter of 2024 were $74.4 million.

The cost structure also involves depreciation and amortization, which the company expected to remain flat compared to 2024 in its earlier 2025 outlook, though a later update projected it to be approximately $155 million for 2025.

The company's asset-light franchise model means that a large portion of the variable costs related to club operations are borne by the franchisees, but the centralized costs like NAF and interest on corporate debt remain core to Planet Fitness, Inc.'s own cost structure. Finance: draft 13-week cash view by Friday.

Planet Fitness, Inc. (PLNT) - Canvas Business Model: Revenue Streams

You're analyzing the financial engine of Planet Fitness, Inc. (PLNT) right now, trying to map out exactly where the cash comes from. Honestly, the structure is heavily weighted toward recurring fees and equipment sales to its massive franchise base, which is the key to their asset-light model.

For the trailing twelve months ending September 30, 2025, Planet Fitness, Inc. (PLNT) reported total revenue of approximately $1.288 billion. This revenue is cleanly divided into three reportable segments: Franchise, Corporate-owned Stores, and Equipment.

Franchise Royalties and NAF Fees

The ongoing relationship with franchisees is a cornerstone of Planet Fitness, Inc.'s revenue. Franchisees are contractually obligated to remit two primary ongoing fees based on their gross sales.

• Franchise Royalties: An ongoing fee set at 7% of franchisees' gross sales.
• NAF Fees: A mandatory 2% fee on franchisee gross sales, directed to the National Advertising Fund.

In the second quarter of 2025 (for the three months ended June 30, 2025), the total Franchise segment revenue, which includes these royalties and NAF contributions, was $119.7 million. This segment saw an 11.0% increase year-over-year for that quarter, driven by higher royalty revenue from an 8.3% increase in franchise same club sales.

Corporate Club Revenue

Membership fees from company-owned locations form the second major component of the revenue base. This is the more traditional gym operator revenue stream, though it represents a smaller portion of the total compared to franchise fees and equipment sales.

For the three months ended June 30, 2025, the Corporate-owned clubs segment generated $139.0 million in revenue. This figure reflects growth from same club sales increases, which saw a 7.0% increase in that segment for the quarter. The company ended the second quarter of 2025 with 283 corporate-owned clubs out of 2,762 system-wide locations.

Equipment Sales

A predictable and growing revenue source comes from the contractual obligation for franchisees to purchase fitness equipment from Planet Fitness, Inc. or its required vendor for new and re-equipped clubs. This is reported under the Equipment segment.

Equipment segment revenue for the three months ended June 30, 2025, was $82.2 million, marking a significant 21.5% increase year-over-year. This revenue is primarily driven by sales to existing franchisee-owned clubs needing to replace equipment, creating a recurring refresh cycle for the company.

Annual Membership Fees

While often bundled into the recurring royalty base calculation, the one-time annual membership fee charged to members is a distinct revenue event. This fee contributes directly to the revenue reported by both franchise and corporate-owned clubs.

To show the impact of this specific fee, looking at the first quarter of 2025, the corporate-owned clubs segment revenue increase included $1.5 million specifically attributable to annual fee revenue.

Here's a quick look at the segment revenue contribution for Q2 2025, which totaled $340.9 million for the quarter:

Revenue Segment	Revenue (3 Months Ended June 30, 2025)	Percentage of Q2 2025 Total Revenue
Corporate-owned Clubs	$139.0 million	40.77%
Franchise	$119.7 million	35.11%
Equipment	$82.2 million	24.11%

The company ended the second quarter of 2025 with approximately 20.8 million members across the system. The Black Card membership penetration is a key metric, standing at 66.1%, which typically carries higher fee structures.