Planet Fitness Investors Watch Two Key Variables After Initial 6% Drop

Planet Fitness (PLNT): Shares Slip as Year-Start Promotions and ICR Conference Loom

Planet Fitness (PLNT) shares slid as much as 5.83% to $100.59 in early trading on January 10, erasing roughly $460 million in market value. The pullback reflects profit-taking after a brisk year-end rally and cautious positioning ahead of the company’s fireside chat at the ICR 2026 Conference on January 13.

Key Drivers

• ICR Conference Preview
  On December 22, 2025, Planet Fitness announced its participation and webcast details for the ICR 2026 Conference, but has yet to provide updated guidance or strategic disclosures. This has prompted some investors to adopt a “wait-and-see” stance.

• Promotional Momentum
  From January 1 to 9, the company offered new members a “$1 down, $15 per month” deal across its 2,800+ U.S. locations. This campaign directly targets consumers’ New Year’s resolutions to save money while exercising more.

- **Facility Upgrades** Since late 2025, Planet Fitness has been enhancing most of its 2,600–2,800 gyms with plate-loaded strength equipment—including bench presses, hack squats and seated calf machines—to capture growing demand for strength training.

• Brand Visibility
  As the presenting sponsor of Times Square’s New Year’s Eve countdown for the 11th consecutive year, Planet Fitness reinforces its “Fitness for All” message and extends its brand reach.

Outlook

While aggressive marketing, facility investments and peak membership campaigns underpin a solid mid-to-long-term growth story, near-term volatility may persist depending on the tone and specifics of the company’s 2026 strategy and capital-spending plans unveiled at the ICR conference.