Planet Fitness is raising prices even as it warns customers are growing cost-conscious

People work out at a Planet Fitness in Alexandria, Virginia, U.S., January 8, 2024.Planet Fitness is hiking its base-level membership prices for new customers for the first time since 1998, even as the gym operator warns its customers are growing increasingly cost-conscious.Classic card membership will be priced at $15 per month for new members starting this summer, while current members will continue to pay $10 "for the duration of their membership," Planet Fitness said Thursday alongside its quarterly ear ...