Planet Fitness Up 11% in Three Months: Should You Buy, Sell or Hold?

Core Insights - Planet Fitness, Inc. (PLNT) shares have increased by 10.5% over the past three months, outperforming the Zacks Leisure and Recreation Services industry, which declined by 2.7%, as well as the broader Consumer Discretionary sector's rise of 1.4% and the S&P 500 index's growth of 1% during the same period [1][10]. Group 1: Strategic Efforts - The company is focusing on four key strategic efforts: strengthening brand positioning through marketing, enhancing member experience, refining products and formats, and accelerating new club openings [2]. - Membership reached approximately 20.6 million in Q1 2025, an increase of about 900,000 from the end of 2024, supported by promotional strategies such as limited-time offers and Black Card incentives [7]. - A new marketing campaign launched at the beginning of the year has improved brand perception and increased interest among former members, with a strong rejoin rate above 30% [8]. Group 2: Member Experience and Product Enhancements - The company aims to provide a judgment-free environment with quality equipment that supports various fitness levels and goals, expanding strength equipment and functional training space [11]. - As of the end of Q1 2025, the company updated the equipment mix in nearly 1,800 clubs and plans to complete the rollout across all locations by year-end [12]. Group 3: Expansion and Growth - Planet Fitness added 19 new clubs in Q1 2025, including 16 franchisee-owned and 3 corporate-owned locations, and expects to open 160-170 new clubs during the year [14]. - The company recorded a 6.1% rise in system-wide same-club sales, driven by new member growth and club openings [14]. Group 4: Financial Performance and Valuation - Earnings estimates for 2025 have increased by 0.3% in the past 30 days, with a year-over-year expected growth rate of 12.4% for 2025 earnings [17]. - The company is currently trading at a premium compared to industry peers on a forward 12-month price-to-earnings (P/E) ratio basis, indicating strong market potential despite challenges [18][20]. Group 5: Challenges and Market Conditions - The company faces pressures from elevated costs and expenses due to inflation and global macroeconomic risks, as well as uncertainties from recently imposed tariffs [21]. - Despite these challenges, the company is experiencing steady membership growth and improved brand engagement, supported by club enhancements and targeted marketing [22][23].