Planet Fitness sees first ticket increase in years for new customers as classic card prices rise

Access chart in Dash.

Prices that new Planet Fitness customers pay increased 3.5% during 2Q24 for the first time in years according to Earnest credit card data. The popular gym chain known for its low-cost memberships, faced several headwinds in the first quarter including consumer shifts towards savings and Covid concerns. 

Existing customers have typically increased their average ticket at the gym by around 2% YoY in the past two years, but new customer tickets have varied more widely as the company used discounts to get new members in the door. The company raised the price of its classic card to $15 for new members this summer. The price had held steady at $10 since 1998. While Planet Fitness remains a relatively affordable option compared to other gyms, its price increases may put a strain on some budget-conscious consumers.