Planet Fitness Franchise Review 2026: Costs, Fees, News, Average Revenues and/or Profits

Ambrosio’s Take

Planet Fitness, ranked No. 16 on Entrepreneur’s 2026 Franchise 500, continues its steady expansion, adding 134 franchised locations in 2025 to reach 2,432 franchised clubs, or 2,709 systemwide when including company-owned locations. The initial investment is steep, ranging from $1,282,500 to $5,386,000, though that top end assumes an outright equipment purchase; financing the fitness and non-fitness equipment instead narrows the range to $1,282,500 to $3,769,000, nudging the sales-to-investment ratio up from 0.6:1 to 0.8:1 against the $1,946,196 average annual EFT revenue for franchised clubs, though the ratio remains low in absolute terms. What stands out is the margin: the middle third of company-owned clubs posted a 35.8% EBITDA margin in 2025, translating to an estimated $696,738 in average EBITDA for franchised clubs and a payback of 1.8 to 7.7 years depending on financing structure. A relatively low sales-to-investment ratio is common in the gym franchise category, and Planet Fitness’ above-average profitability helps offset it.

Ambrosio’s Take is a new feature on all Franchise Chatter FDD Talk posts based on the 2026 FDD.

In this exclusive Franchise Chatter FDD Talk post, you’ll learn the following:

Section I – Estimated initial investment (franchise costs) for a Planet Fitness franchise, based on Item 7 of the company’s 2026 FDD

Section II – Initial franchise fee, royalty fee, and marketing fee for a Planet Fitness franchise, based on Items 5 and 6 of the company’s 2026 FDD

Section III – Number of franchised and company-owned Planet Fitness outlets at the start of the year and the end of the year for 2023, 2024, and 2025, based on Item 20 of the company’s 2026 FDD

Section IV – News updates on the Planet Fitness franchise opportunity

Section V – Presentation and analysis of Planet Fitness’ financial performance representations (average revenues and/or profits), based on Item 19 of the company’s 2026 FDD, including information on the:

• 2025 average, median, high, and low annual EFT revenue for the bottom third, middle third, and upper third of the franchised Planet Fitness clubs open and operating during the 12-month period ended December 31, 2025

• 2025 average, median, high, and low annual EFT revenue for the bottom third, middle third, and upper third of the corporate-owned Planet Fitness clubs open and operating during the 12-month period ended December 31, 2025

• 2025 average, median, high, and low annual EFT revenue for the bottom third, middle third, and upper third of the franchised and corporate-owned Planet Fitness clubs open and operating during the 12-month period ended December 31, 2025

• 2025 average membership sales (EFT); other membership sales; total net revenue; payroll costs; marketing expenses; royalties; utilities; supplies and maintenance; miscellaneous expenses; rent; total operating costs and expenses; and earnings before interest, taxes, depreciation, and amortization (EBITDA) for the bottom third, middle third, and upper third of the corporate-owned Planet Fitness clubs open and operating during the 12-month period ended December 31, 2025

• 2025 average net revenue per square foot, average EBITDA per square foot, and average number of square feet for the bottom third, middle third, and upper third of the corporate-owned Planet Fitness clubs open and operating during the 12-month period ended December 31, 2025

Section VI – Key ratios, comparables, computations, and analyses for the Planet Fitness franchise opportunity (exclusive content for Platinum subscribers)

Section I – Planet Fitness Franchise Costs

• Planet Fitness franchise costs, based on Item 7 of the company’s 2026 FDD:

• Initial Franchise Fee:  $0 to $40,000
• Site Selection Costs:  $0 to $10,000
• Construction Development Plan Review Fee:  $0 to $5,000
• Design Resubmission Fee:  $0 to $5,000
• Leasehold Improvements:  $1,000,000 to $2,167,000
• Fitness Equipment:  $33,300 to $995,000
• Non-Fitness Equipment:  $89,200 to $1,315,000
• Pre-Sale/Grand Opening Marketing:  $40,000 to $120,000
• Exterior Signs:  $12,000 to $40,000
• Computer System, Point of Sale System, and Other Supplies:  $1,000 to $7,000
• Insurance:  $25,000 to $45,000
• Real Estate Lease Deposits:  $0 to $95,000
• Other Deposits:  $0 to $23,000
• Professional Fees:  $2,000 to $25,000
• Out-of-Pocket Initial Training Expenses:  $2,000 to $10,000
• Licenses/Bonds:  $10,000 to $25,000
• Additional Funds for Three Months:  $68,000 to $459,000
• Total Estimated Planet Fitness Franchise Costs:  $1,282,500 to $5,386,000

Section II – Planet Fitness’ Initial Franchise Fee, Royalty Fee, and Marketing Fee

• Planet Fitness’ initial franchise fee, royalty fee, and marketing fee, based on Items 5 and 6 of the company’s 2026 FDD:

• Initial Franchise Fee:  $40,000

• Royalty Fee:  7% of the total gross monthly and annual membership fees payable to you via EFT Dues Draft

• National Advertising Fund (“NAF”) Fee:  2% of monthly membership fees and certain annual membership fees, not to exceed 3% of the EFT Dues Draft. During 2026 only, 2% of the EFT Dues Draft, plus 1% of total gross monthly membership fees payable to you via EFT (“Monthly EFT”).

• Local Advertising Funds (“LAF”):  greater of $60,000 or 7% of cumulative Monthly EFT in a year, subject to adjustment to reflect any adjustment to the NAF Fee. During 2026 only, greater of $50,000 or 6% of cumulative Monthly EFT.

• Advertising Cooperative Fees:  amount you fail to pay to your advertising cooperative

• Special Marketing Programs:  up to 7% of Monthly EFT for a single month

Section III – Number of Franchised and Company-Owned Planet Fitness Outlets

Franchised

2023

• Outlets at the Start of the Year:  2,082
• Outlets at the End of the Year:  2,201
• Net Change:  +119

2024

• Outlets at the Start of the Year:  2,201
• Outlets at the End of the Year:  2,298
• Net Change:  +97

2025

• Outlets at the Start of the Year:  2,298
• Outlets at the End of the Year:  2,432
• Net Change:  +134

Company-Owned

2023

• Outlets at the Start of the Year:  232
• Outlets at the End of the Year:  254
• Net Change:  +22

2024

• Outlets at the Start of the Year:  254
• Outlets at the End of the Year:  270
• Net Change:  +16

2025

• Outlets at the Start of the Year:  270
• Outlets at the End of the Year:  277
• Net Change:  +7

Section IV – News Updates on the Planet Fitness Franchise

• Planet Fitness CEO Touts Brand ‘Momentum’ as Franchise System Nears 3,000 Units

• Planet Fitness Announces Key Year-End Metrics

• Planet Fitness Sees Solid Stock Price Growth in 2025

• Planet Fitness Ranked #22 Overall in Franchise Times 2025 Top 400

• Planet Fitness Named to Entrepreneur’s Fastest-Growing Franchises

• Planet Fitness Tops Fitness Category in Entrepreneur Franchise 500 Ranking

• Planet Fitness Ranked No. 16 on Entrepreneur’s 2026 Franchise 500 List

Section V – Financial Performance Representations (Average Revenues and/or Profits) for the Planet Fitness Franchise (Item 19, 2026 FDD)

Part 1 – 2025 EFT Revenue

• The following chart shows Annual EFT Revenue for Planet Fitness’ corporate-owned and franchised clubs in the United States (including 18 in Puerto Rico) for those clubs open and operating during the entire 12-month period ended December 31, 2025.

• The clubs were separated into three groups, or thirds, in ascending order based on Annual EFT Revenue (i.e., Bottom Third, Middle Third, and Upper Third).

• Annual EFT Revenue is revenue on recurring monthly and annual membership fees that are billed to club members. This definition is consistent with the definition of EFT Dues Draft in the Franchise Agreement, upon which the Royalty is paid. This does not include any paid in full memberships, revenue from retail sales, or other sources of revenue, and it excludes returns and taxes.

2025 EFT Revenue for Franchised Clubs Only

• Amounts represent electronic funds presented for draft for the 12 months of 2025.

Bottom Third (764 Clubs)

• Average Annual EFT Revenue:  $1,260,539
• Median Annual EFT Revenue:  $1,311,575
• High Annual EFT Revenue:  $1,596,261
• Low Annual EFT Revenue:  $429,581

Middle Third (764 Clubs)

• Average Annual EFT Revenue:  $1,873,231
• Median Annual EFT Revenue:  $1,863,300
• High Annual EFT Revenue:  $2,170,135
• Low Annual EFT Revenue:  $1,597,497

Upper Third (763 Clubs)

• Average Annual EFT Revenue:  $2,705,811
• Median Annual EFT Revenue:  $2,595,549
• High Annual EFT Revenue:  $5,271,381
• Low Annual EFT Revenue:  $2,171,673

• For the calendar year ended December 31, 2025, of the 764 clubs in the Bottom Third, 437 (or 57%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Bottom Third.

• Of the 764 clubs in the Middle Third, 370 (or 48%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Middle Third.

• Of the 763 clubs in the Upper Third, 296 (or 39%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Upper Third.

2025 EFT Revenue for Corporate-Owned Clubs Only

• Amounts represent electronic funds presented for draft for the 12 months of 2025.

Bottom Third (90 Clubs)

• Average Annual EFT Revenue:  $1,369,308
• Median Annual EFT Revenue:  $1,420,479
• High Annual EFT Revenue:  $1,703,940
• Low Annual EFT Revenue:  $768,504

Middle Third (90 Clubs)

• Average Annual EFT Revenue:  $2,018,854
• Median Annual EFT Revenue:  $2,022,485
• High Annual EFT Revenue:  $2,306,530
• Low Annual EFT Revenue:  $1,718,872

Upper Third (90 Clubs)

• Average Annual EFT Revenue:  $2,727,986
• Median Annual EFT Revenue:  $2,651,743
• High Annual EFT Revenue:  $4,065,160
• Low Annual EFT Revenue:  $2,310,003

• For the fiscal year ended December 31, 2025, of the 90 clubs in the Bottom Third, 50 (or 56%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Bottom Third.

• Of the 90 clubs in the Middle Third, 47 (or 52%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Middle Third.

• Of the 90 clubs in the Upper Third, 31 (or 34%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Upper Third.

2025 EFT Revenue for Corporate and Franchised Clubs

• Amounts represent electronic funds presented for draft for the 12 months of 2025.

Bottom Third (854 Clubs)

• Average Annual EFT Revenue:  $1,270,876
• Median Annual EFT Revenue:  $1,315,357
• High Annual EFT Revenue:  $1,611,791
• Low Annual EFT Revenue:  $429,581

Middle Third (854 Clubs)

• Average Annual EFT Revenue:  $1,887,931
• Median Annual EFT Revenue:  $1,876,544
• High Annual EFT Revenue:  $2,190,403
• Low Annual EFT Revenue:  $1,612,556

Upper Third (853 Clubs)

• Average Annual EFT Revenue:  $2,709,925
• Median Annual EFT Revenue:  $2,600,865
• High Annual EFT Revenue:  $5,271,381
• Low Annual EFT Revenue:  $2,191,107

• For the fiscal year ended December 31, 2025, of the 854 clubs in the Bottom Third, 482 (or 56%) met or exceeded the total Average Annual EFT Revenue in the table above for the clubs in the Bottom Third.

• Of the 854 clubs in the Middle Third, 408 (or 48%) met or exceeded the total Average Annual EFT Revenue in the table above for those clubs in the Middle Third.

• Of the 853 clubs in the Upper Third, 325 (or 38%) met or exceeded the total Average Annual EFT Revenue in the table above in the Upper Third.

Part 2 – 2025 Revenue and Operations Statement for Corporate-Owned Clubs

• Below is a Revenue and Operations Statement for the fiscal year ended December 31, 2025 for 262 of the 270 corporate-owned Planet Fitness clubs disclosed above. Planet Fitness has excluded the 8 corporate-owned clubs sold to a franchisee in August 2025 as Planet Fitness does not have the cost information for these clubs for the remainder of 2025 following the sale.

• These results are derived from Planet Fitness’ books and records, which are maintained in accordance with U.S. generally accepted accounting principles.

• Planet Fitness has not included any franchisee information in the following table because it does not receive complete expense information from its franchisees.

• Revenue – The principal source of revenue for a Planet Fitness club is membership fees. Monthly and annual membership fees are usually paid through electronic transfer of funds (EFT). A fitness facility will also earn additional revenue included in “Other Membership Sales” above through enrollment fees, prepaid memberships, beverage sales, sale of tanning goggles and lotions, Planet Fitness apparel, and headphones.

• Costs and Expenses – The expense information included in the Revenue and Operations Statement reflects the costs and expenses of the corporate locations included in the Statement, including royalty and marketing expenses as discussed below.

• Note that costs to replace equipment and remodel the premises are not included as expenses, but rather are accounted for as depreciating assets.

• Marketing – The marketing expenses listed below reflect the average of actual amounts the corporate-owned clubs in each third contributed to the National Advertising Fund (NAF) and spent on local advertising. The advertising is primarily performed through preferred corporate vendors.

• Royalty – Royalty is 7% of the EFT Dues Draft. The amounts in the tables below are the averages of the actual royalties paid by the clubs in each third calculated based upon payment of a royalty of 7% of the EFT Dues Draft.

• Utilities – Utility costs varied significantly depending on the size and location of the club.

• Supplies and Maintenance – The supplies and maintenance amounts listed below reflect the average of actual amounts these corporate-owned clubs in each third spent on cleaning supplies, club supplies, and repairs and maintenance.

• Miscellaneous – Miscellaneous expense includes cost of goods sold, POS fees, insurance, billing charge, bank and credit card charges, equipment rental, office expense, sales and use tax, and other miscellaneous expenses.

• Insurance costs vary on a club-by-club basis. The insurance costs noted in the statement below are based on bulk buy pricing for multiple clubs.

• Bank and credit card charges will vary based on the banking institution used and type of club membership draft. Drafting membership fees from credit cards will result in higher fees than membership fees drafted from bank accounts.

• Sales and use tax will vary based on the location of the club. Every state will have different rules applying to sales and use tax.

• Other miscellaneous expense includes foods, filing fees, licenses, permits, gifts, travel/meals, postage, online join expense, and professional fees. Many of these costs can vary significantly depending on the location and the time spent looking for the best possible local cost on these items.

• Rent – Rent varies significantly depending on the size and location of the club.

• EBITDAR and EBITDA – EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) does not include any provision for income taxes or non-cash expenses such as depreciation or amortization or any debt service. It also does not include any expense assumption related to the capital structure of the business entity or any reserve for future capital expenditures.

• The statement also does not factor in the initial franchise fee or other initial investment expenses, including expenses for a lease/purchase of equipment as these clubs have been open and operating for more than one year. Planet Fitness anticipates that every franchisee will fund their initial investment differently, and it therefore cannot make any assumptions on how you would account for these items.

• EBITDAR (Earnings Before Interest, Taxes, Depreciation, Amortization, and Rent) does not include rent expense.

Bottom Third (88 Average)

Revenue

• Membership Sales – EFT:  $1,345,489
• Other Membership Sales:  ($22,589)
• Net Revenue:  $1,322,899
• Net Revenue $/Sq.Ft.:  $66.95

Operating Costs and Expenses

• Payroll Related:  $309,345
• Local Marketing Expenses:  $83,446
• National Advertising Fund:  $26,306
• Other Marketing Expenses:  $19
• Royalties:  $95,680
• Utilities:  $68,432
• Supplies and Maintenance:  $63,157
• Miscellaneous:  $91,914
• Total Operating Costs and Expenses, Excluding Rent:  $738,299

EBITDAR:  $584,600

EBITDAR % of Net Revenue:  44%

EBITDAR $/Sq.Ft.:  $29.59

• Rent Expense:  $303,761
• Total Operating Costs and Expenses:  $1,042,060

EBITDA:  $280,839

EBITDA % of Net Revenue:  21%

EBITDA $/Sq.Ft.:  $14.21

Average of Sq.Ft.:  19,760

Middle Third (87 Average)

Revenue

• Membership Sales – EFT:  $1,996,352 (100.8%)
• Other Membership Sales:  ($15,010) (-0.8%)
• Net Revenue:  $1,981,342 (100.0%)
• Net Revenue $/Sq.Ft.:  $100.99

Operating Costs and Expenses

• Payroll Related:  $346,644 (17.5%)
• Local Marketing Expenses:  $122,983 (6.2%)
• National Advertising Fund:  $37,966 (1.9%)
• Other Marketing Expenses:  $17 (0.0%)
• Royalties:  $140,450 (7.1%)
• Utilities:  $76,602 (3.9%)
• Supplies and Maintenance:  $79,884 (4.0%)
• Miscellaneous:  $104,665 (5.3%)
• Total Operating Costs and Expenses, Excluding Rent:  $909,213 (45.9%)

EBITDAR:  $1,072,129 (54.1%)

EBITDAR % of Net Revenue:  54%

EBITDAR $/Sq.Ft.:  $54.65

• Rent Expense:  $363,277 (18.3%)
• Total Operating Costs and Expenses:  $1,272,490 (64.2%)

EBITDA:  $708,853 (35.8%)

EBITDA % of Net Revenue:  36%

EBITDA $/Sq.Ft.:  $36.13

Average of Sq.Ft.:  19,619

Upper Third (87 Average)

Revenue

• Membership Sales – EFT:  $2,684,521
• Other Membership Sales:  ($25,831)
• Net Revenue:  $2,658,690
• Net Revenue $/Sq.Ft.:  $123.82

Operating Costs and Expenses

• Payroll Related:  $381,069
• Local Marketing Expenses:  $168,418
• National Advertising Fund:  $50,998
• Other Marketing Expenses:  $27
• Royalties:  $189,608
• Utilities:  $91,936
• Supplies and Maintenance:  $97,154
• Miscellaneous:  $133,023
• Total Operating Costs and Expenses, Excluding Rent:  $1,112,232

EBITDAR:  $1,546,458

EBITDAR % of Net Revenue:  58%

EBITDAR $/Sq.Ft.:  $72.02

• Rent Expense:  $441,654
• Total Operating Costs and Expenses:  $1,553,886

EBITDA:  $1,104,804

EBITDA % of Net Revenue:  42%

EBITDA $/Sq.Ft.:  $51.45

Average of Sq.Ft.:  21,472

Section VI – Planet Fitness Franchise Ratios, Comparables, Computations, and Analyses (Exclusive Content for Platinum Subscribers) ⬇️