Planet Fitness, Inc.: directors' dealings · United States · SEC (Form 4)

About Planet Fitness, Inc.

Planet Fitness, Inc. (ticker: PLNT) is a U.S.-based public company listed on the NYSE in the United States. It is best known as a franchisor and operator of fitness centers, built around a mass-market, value-oriented gym concept. Founded in 1992 in Dover, New Hampshire, Planet Fitness has scaled from a local gym to a nationally recognized fitness brand. Its corporate headquarters is in Hampton, New Hampshire. From an equity-analysis perspective, Planet Fitness stands out because its business model is largely franchise-led and relatively asset-light. The company earns a meaningful portion of revenue from franchise royalties, franchise fees, equipment sales and other network-related income, while also operating a smaller portfolio of company-owned clubs. That combination gives management a way to support brand standards, test new operating initiatives and capture recurring economics from system growth without relying solely on capital-intensive owned-store expansion. The concept is deliberately designed to appeal to a broad consumer base, particularly first-time gym users, casual exercisers and value-conscious members. The core product is a simple but scalable fitness offering: membership plans, access to cardio and strength equipment, and tiered membership features such as Classic and Black Card options. Planet Fitness markets itself around a welcoming, non-intimidating environment called the “Judgement Free Zone®,” which is central to its brand positioning and competitive differentiation. In a crowded U.S. fitness market, that positioning has helped it become one of the most visible brands in the category and a leader in the value-gym segment. Geographically, Planet Fitness has a broad footprint across all 50 U.S. states and has also expanded into select international markets, giving it an additional runway for system growth. That domestic-plus-international platform is important for long-term unit growth, especially as the company continues to pursue new club openings and franchise development. Recent company updates underscore continued operational momentum. In its 2025 results released in 2026, Planet Fitness reported approximately 20.8 million members and a global footprint of nearly 2,900 clubs, highlighting the scale of the franchise system and continued demand for its value proposition. Management also pointed to growth initiatives such as the High School Summer Pass program and ongoing capital recycling actions, which are consistent with the company’s disciplined, growth-oriented strategy. For investors, PLNT remains a consumer-services story with recurring economics, brand strength, and a long runway for unit expansion.