Planet Fitness Raises Monthly Membership Fee for the First Time in Over Two Decades

Planet Fitness, the largest gym chain in the United States, is making headlines as it announces plans to raise the monthly fee for its “classic” membership. The $10-a-month plan has been a cornerstone of Planet Fitness’ strategy for over two decades, but starting this summer, new members will see an increase to $15 per month.

The decision to hike the price by 50% marks the first increase since 1998, and while Planet Fitness executives did not provide a specific reason for the change, factors such as higher interest rates and construction costs slowing down new gym openings may have played a role. The chain is known for its no-frills gyms, offering a basic selection of machines and keeping costs low by omitting amenities like steam rooms and towel service.

While businesses across the country have been raising prices since the start of the pandemic in 2020, Planet Fitness’ $10 membership fee remained a constant symbol of the brand. The affordable price point served as a “get you off the couch” incentive, attracting individuals who may have been hesitant to join a gym due to cost or intimidation by fitness enthusiasts at other facilities.

Despite the price increase, Planet Fitness remains confident in its ability to retain members and attract new ones. The chain plans to continue promoting its higher-tier “Black Card” membership, which offers more location access and additional perks like water massage beds, massage chairs, and tanning equipment. The company’s focus on upselling to Black Card members has proven successful in the past, with many individuals starting out with the $10 plan and later upgrading.

Analysts have raised questions about the timing of the price increase, particularly amidst ongoing inflation concerns and consumer demand for deals. However, Planet Fitness executives believe that consumers have come to expect price adjustments in various industries and are confident that the change will not have a significant impact on business.

As Planet Fitness prepares to implement the price hike, the gym chain remains committed to its mission of providing affordable fitness options for individuals looking to improve their health and well-being. Despite the shift from the iconic $10 monthly fee, Planet Fitness remains a popular choice for those seeking a welcoming and accessible gym environment.