Planet Fitness Heads Into Resolution Season With Momentum

Getting People Through the Door

Planet Fitness is heading into its most important season with visits on the rise, gaining speed through a summer of promotions. And location analytics show that the growth has been broad, with same-store visits rising in most states – and the most significant lags concentrated in the South Central region.

A Strong Year Inside the Clubs

Planet Fitness’s growth in 2026 has been driven by both new and established clubs.

Overall visits increased year over year (YoY) throughout 2026, with Q3 seeing a 6.7% increase and growth reaching the high single digits by late summer. New clubs have contributed to that momentum, with 180–190 openings planned for the year. But existing locations are also drawing more visitors. Though same-store foot traffic growth softened slightly in the spring, it picked up again in the summer, finishing Q3 at 2.1% YoY.

Competition Leaves a Regional Mark

A regional breakdown shows that Planet Fitness’s momentum extended across much of the country. Same-store visits grew in the majority of states in Q3, including major markets such as California (1.6%), Pennsylvania (5.1%), and Ohio (3.5%). Among states with at least 10 locations, Oregon led the way with a 10.1% increase, followed by Kansas at 8.9%.

Declines, meanwhile, were concentrated largely in the South Central region, particularly Louisiana (-6.4%) and Texas (-5.7%) – though softness also extended to a few other states, including Nevada, Colorado, and New Mexico.

Growing competitive pressure in the South Central and Southeast regions – a challenge Planet Fitness management has highlighted in recent earnings calls – may help explain some of this regional weakness. Still, southeastern states such as Florida (1.6%) continued to post visit growth, suggesting that the impact of competition has been more pronounced in certain markets than others.

Resolution Season Awaits

Planet Fitness enters Q4 with growth intact across most of its footprint and a regional challenge in the South Central. A campaign launching in December, aimed at first-time gym-goers, will test whether the chain can build on that momentum nationwide while turning things around in Texas. And with New Year’s resolution season just around the corner, the coming months will offer an important test of its ability to attract new members and sustain growth across its existing clubs.

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