Millions of individuals seek ways to balance health and convenience in their lives, leading to a pivot in fitness strategies. As health consciousness rises among younger generations, Planet Fitness is adapting its strategies to maintain relevance and attract more members. Using technology and targeted programs, Planet Fitness is advancing its membership experience to cater specifically to the needs of Gen Z, who are showing an increasing interest in health and wellness.
Since incorporating AI technology, Planet Fitness has seen record growth, with 104 clubs opening in the last quarter of 2025 alone. There were 20.8 million members by year-end, indicating a positive response to these efforts. The fitness chain’s AI strategy now includes predictive churn models and personalized coaching via a mobile app, positioning the company to maintain strong member engagement. However, the company’s revenue growth projection for 2026 stands below Wall Street expectations.
Why is Gen Z Crucial to Planet Fitness?
The growing prioritization of health among younger demographics is significant for companies like Planet Fitness. This trend has been evidenced by their high school summer program, which attracted 3.7 million participants, suggesting a promising pipeline for future membership growth. Eight percent of those program participants have turned into paying members, showcasing the program’s potential in converting interest to subscriptions.
How is Technology Influencing Operations?
Modernizing through the use of AI tools is elevating Planet Fitness’s operational approach. Its data-driven systems are geared towards refining customer experiences and member retention tactics. This technological integration allows the brand to offer personalized fitness coaching, an initiative contributing notably to member satisfaction. Planet Fitness is also implementing a “click to cancel” feature for transparency and improved customer service experiences.
A significant part of Planet Fitness’s strategy involves collaborations. Partnering with telehealth company Ro represents their effort to engage users on GLP-1 weight loss medication. Such collaborations highlight the synergies between fitness and health maintenance, which are becoming ever more essential to customers. CEO Colleen Keating remarked on these efforts,
“We are elevating the member experience through a sophisticated data-driven approach, strategically leveraging technology to drive deeper engagement.”
While the growth has been notable, there’s also been an uptick in attrition post the national rollout of online member management. However, retention rates have since returned to expected levels. “When we’re treating our members well and giving them the opportunity to manage their membership, they’re coming back to us,” said Keating, highlighting the importance of customer service in member continuity.
Financially, Planet Fitness closed 2025 with a 12.1% revenue increase, reaching $1.3 billion. Despite aiming for a 9% growth in 2026, short of expectations, Chief Financial Officer Jay Stasz maintained confidence in accomplishing long-term growth targets, stating, “We knew that this year would represent the lowest growth year in the three-year algorithm for two primary reasons.”
With these insights, Planet Fitness is poised to capture the Gen Z market while maintaining broader customer engagement through a combination of technology adoption and health-focused partnerships. This targeted approach reflects how fitness brands must evolve with changing consumer preferences to remain competitive. The blend of digital innovations, programs tailored to younger demographics, and collaboration with health tech companies underscores a shift in how fitness is being delivered today.
