PLNT Q1 Earnings Call: Brand Evolution and Pricing Drive Member Growth Amid Tariff Concerns

Inclusive gym franchise company (NYSE:PLNT) missed Wall Street’s revenue expectations in Q1 CY2025, but sales rose 11.5% year on year to $276.7 million. Its non-GAAP EPS of $0.59 per share was 4.1% below analysts’ consensus estimates.

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StockStory’s Take

Planet Fitness’ first quarter performance was shaped by increased member engagement, strategic marketing, and ongoing product enhancements. CEO Colleen Keating highlighted the successful rollout of a refreshed brand campaign, noting that member visits per month reached their highest level in five years. The company also saw continued growth in its higher-priced Black Card membership tier, supported by targeted promotions and a narrowed pricing gap with the Classic Card. Management attributed the quarter’s results to a balanced approach of rate increases and net membership growth, with Gen Z emerging as the fastest-growing demographic. CFO Jay Stasz pointed to effective cost control and a continued focus on franchisee unit economics as key operational themes.

Looking ahead, management expects its strategic imperatives—brand repositioning, enhanced club formats, and expanded strength equipment—to support steady growth despite macroeconomic uncertainty and potential tariff impacts. CEO Colleen Keating said, “We remain steadfastly focused on unit economics,” emphasizing that tariff exposure is being managed through vendor negotiations and alternative sourcing. The rollout of click-to-cancel functionality, required by new regulations, is also expected to impact churn rates in the near term but could improve join conversion over time. With new club openings weighted toward the back half of the year and ongoing tests of premium amenities, Planet Fitness believes its value proposition remains resilient, particularly among younger consumers.

Key Insights from Management’s Remarks

Management attributed the quarter’s results to targeted marketing, club format enhancements, and a mix of price-driven and membership-led growth, while flagging tariff uncertainty and a regulatory change as operational headwinds.

• Black Card Membership Penetration: The proportion of members in the higher-priced Black Card tier rose to 65%, driven by successful first-month-free promotions and a narrowed price gap versus the Classic Card. This shift boosted average revenue per member and reflects consumer willingness to pay for added value.

• Brand Campaign and Member Engagement: The refreshed “We Are All Strong” campaign improved brand perception and increased purchase intent from both former and prospective members. Management reported a 30%+ rejoin rate and the highest member club utilization in five years, indicating stronger engagement and retention.

• Club Format and Equipment Mix: Nearly 1,800 clubs now feature a more balanced mix of strength and cardio equipment, a change made in response to member feedback. Franchisees have overwhelmingly opted for this new layout, and management expects the transition to be completed across all clubs by year-end.

• Tariff Mitigation Efforts: The company is working closely with vendors to offset the impact of new tariffs on equipment. CFO Jay Stasz detailed efforts to leverage scale, negotiate with manufacturers, and explore alternative sourcing to protect franchisee economics, stating that current tariff levels do not materially impact 2025 targets.

• Regulatory Change—Click-to-Cancel: The mandated rollout of online membership cancellation is underway. While expected to increase churn initially, early tests showed it can also lift join conversion rates, potentially offsetting negative effects over time.

Drivers of Future Performance

Planet Fitness expects growth to be driven by ongoing brand investment, expanded club amenities, and careful management of external risks such as tariffs and regulatory changes.

• Brand and Product Investments: Management is prioritizing data-driven marketing campaigns, new club layouts, and expanded strength offerings to attract new members and boost retention. The High School Summer Pass program is also set to drive seasonal member engagement and longer-term conversion.

• Tariff and Cost Management: The company is proactively addressing tariff-related cost pressures by negotiating with vendors, sourcing equipment from alternative markets, and leveraging its purchasing scale. While current tariffs are not expected to affect 2025 guidance, management remains vigilant about potential future increases.

• Regulatory and Churn Impact: The full implementation of click-to-cancel functionality is expected to cause a short-term uptick in membership cancellations, but management believes improved member experience and transparency will help sustain growth. Early tests suggest increased join rates may counterbalance higher churn.

Catalysts in Upcoming Quarters

In the coming quarters, the StockStory team will watch (1) the impact of the nationwide click-to-cancel rollout on both churn and join rates, (2) the pace and profitability of new club openings in the U.S. and international markets, and (3) the effectiveness of brand and product innovations—such as expanded strength equipment and premium Black Card amenities—in driving member growth and retention. Ongoing tariff developments and franchisee sentiment will also be important markers to monitor.

Planet Fitness currently trades at a forward P/E ratio of 34.8×. Should you double down or take your chips? Find out in our full research report (it’s free).

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