Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Placer Bytes: Planet Fitness & AMC

Shira Petrack
May 4, 2022
Placer Bytes: Planet Fitness & AMC

In this Placer Bytes, we dive into the COVID recovery of two leading brands in their respective categories – Planet Fitness and AMC. 

Planet Fitness 

The COVID surge in January may have caused Planet Fitness to miss out on its seasonal January boost, but the fitness leader’s more recent visit data has once again disproved the skeptics. Since February, visits have been on the rise, with March visits coming in far ahead of pre-pandemic levels. 

The brand did grow its physical footprint significantly over the past three years – from 1,742 locations in December 2019 to 2,254 locations in December 2022 – so some growth in visits is to be expected. Still, the fact that Yo3Y visits per venue are also positive means that every new location is attracting just as many visitors as the legacy Planet Fitness venues – indicating how strong the demand for fitness centers is today, and how well positioned Planet Fitness is to capitalize on this moment. 

The brand has several advantages that are helping it stay on top of the sector. First, Planet Fitness – like other gym chains that weathered the pandemic – is now operating in a consolidated market. Numerous fitness centers permanently closed over the pandemic, and to the victors go the spoils – so consumers whose gyms shuttered are now joining the gyms that are still around. 

Planet Fitness’ size and financial standing also meant that the brand could invest in marketing and consumer acquisition even as other fitness retailers were fighting for their survival. These efforts paid off, and the brand saw sequential net member growth each quarter of 2021. If the brand succeeds in holding on to these new members, the pandemic-branding efforts may well continue bringing long-term benefits to the chain.

Remarkably, the recent rise in gas prices and inflation does not seem to have dented Planet Fitness’ upwards trajectory, which may be due to the brand’s particularly affordable prices. As we’ve noted before, value-priced gyms are recovering much faster than the category average. 

But Planet Fitness’ recent strength also speaks to the fact that today’s consumers are viewing gym memberships as essential expenses. The pandemic has forced us to recognize the importance of investing in our health. So, while the current economic uncertainty may be driving consumers to pinch pennies, gym memberships don’t seem to be on the savings chopping block. 


AMC saw its foot traffic increase slowly, but consistently throughout 2021. But after seeing its smallest visit gap of the year in December 2021, thanks to the success of Spiderman: No Way Home, visits dipped again in early 2022. Still, there is some cause for optimism. 

For most of 2021 (except for October and November), the monthly visit gap was at least 40%  when compared to the equivalent months in 2019. But since the week of February 14th 2022, the Yo3Y visit gap remained smaller than 35% – indicating that despite the current economic challenges, movie theaters are continuing their slow but steady trajectory.

And, while the most recent foot traffic data for the week of April 18th certainly looks alarming, the 72.5% Yo3Y visit gap tells us more about what was happening three years ago than about the current state of movie theaters. The week of April 18th 2022 week is being compared to the week of April 22nd 2019, during which The Avengers: Endgame was released – a movie that broke opening weekend box office records in the US and around the world. 

It’s also worth noting that already in 2019, and even before, various commentators were eulogizing movie theaters. Yes, the Avengers succeeded in breaking numerous records and bringing scores of movie goers back to the cinema. And, as streaming services begin to lose some of their luster and consumers increasingly look for in-person experiences – including movies in theater – there is every reason to think that AMC will continue its gradual and consistent recovery. 

For more data-driven retail insights, visit our blog

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish
White Paper Recap: October 2023
Coffee Giants Brewing Up Business
Popeyes and Burger King Lead the Way
Diving into Yum!
Looking Ahead to Black Friday 2023
Blockbusters Drive Movie Theater Comeback
Crocs and Boot Barn: Shoe-Ins for Success
McDonald’s and Chipotle's Winning Recipe
The State Of Steak: Checking in With Texas Roadhouse
Pleasant Pastimes: Pickleball Potential Proves Potent
Who’s Driving Downtown Manhattan’s Weekend Revival?
Diving into Downtown Manhattan Foot Traffic Trends
Rite Aid: Rightsizing Right
Major League Soccer: Its Die-Hard and Casual Fans
The Anchor Recap: September 2023 Office Index: September 2023 Recap
Placer Mall Index Recap: September 2023
September White Paper Recap
The Consumer Habits of College Students
JCPenney: Rightsizing and Revitalizing
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap Mall Index: August 2023 Recap White Paper Recap: August 2023
Starbucks Pumpkin Spice Latte Strikes Again
Big Scoop: We All Scream For Ice Cream
Sports Away: Lululemon & Nike’s Momentum Continues
Summer Visits Heat Up For Recreation and Outdoor Gear Chains
No CSS overwrite - July 2023 Office Index Recap
Staging - August 2023 Mall Indec
Mid-Atlantic Grocery Deep Dive
Experiential Chains Heating Up This Summer
Petco Goes Big by Going Small
Ulta Beauty: Leading the Discretionary Pack
Discount and Dollar Chains Continue to Thrive
Summer of Sports: DICK’s Sporting Goods and Hibbett Sports
Off-Price: Succeeding Into Summer
The Anchor Recap: July 2023
Superstores Maintaining Pandemic Gains Amidst Economic Headwinds
2023: Home Improvement at the Halfway Point
July 2023 Office Index Recap Mall Index: July 2023 Recap
The Taylor Swift Visit Lift
Southwestern Grocery Dive
July 2023 White Paper Recap: Halfway Point Review & Quarterly Index
Yum! Brands: Driving Dining Visits
Slurpees and Summer Movies Stimulate Consumer Foot Traffic
Cool Beans: Summer Coffee Update
Checking In on Back to School 2023
Crocs and New Balance Tip The Scales
Burger Bliss: Shake Shack and In-N-Out Stacking Visits
Chipotle & McDonald's Continue to Reign Supreme
Vibenomics and Partner to Enhance Retail Media In-Store Measurement
California Grocers Here We Come!
Marriott’s Different Audiences
Bonchon and Kura Sushi Thrive in the Fast-Casual Scene
A Shoe In: Footwear Climbs to the Top
Cheers! Raising a Glass to Beverage Retail Office Index: June 2023 Recap Mall Index June 2023 Recap – A Turn of the Tide and a Dive into Open-Air Lifestyle Centers
Local Kitchens: Redefining the Restaurant
Unlocking Urban Insights: The Value in Manhattan’s Employees
Ohio State Parks On The Rise
How is Inflation Impacting the High-Income Shoppers?
Five Fast-Growing Dining Chains
What To Expect From Prime Day and July Sales Events in 2023
The State Of Fashion: How Are Apparel Retailers Faring in 2023?
2023’s Latest Dining Success Story: GEN Korean BBQ House
The NBA Finals: A Location Intelligence Perspective
Moving the Market: The Impact of Domestic Migration on Housing Costs
Post-Pandemic Museum Update
The Darden-est Things
The Enduring Demand for Urban and Suburban Retail