When I signed up for Planet Fitness in 2017, I was in grad school and living like a broke college student, drawn in by the low price, the 24-hour hours and, yes, the free pizza on the first Monday of the month. Nine years later, I am still there. I have even moved up to the Black Card tier, though the bill has gone up along with everything else.
Planet Fitness ended 2025 with 20.8 million members, up from 19.7 million the year before, and it opened 181 new locations over the past year. That growth came even after the chain raised the price of its basic membership from $10 to $15, while my own Black Card price went from $21.99 to $24.99. The numbers suggest a simple truth: the gym that used to be mocked as the budget option has become a steady draw for people who just want a place to work out without paying boutique prices.
Planet Fitness has spent years pitching itself as a comfortable entry point rather than a status symbol. Brian Povinelli said the company’s focus has been on meeting people where they are and creating a space where anyone can feel comfortable getting started or staying consistent. That message now seems to land in a moment when gym prices have climbed and affordable options are thinner than they used to be. The chain has also improved its machine selection, and it now pulls in people at every experience level.
There is also a culture shift in the way people talk about the brand. A growing number of social media videos now call Planet Fitness a good gym instead of treating it like a punch line. One commenter put it bluntly: “Planet Fitness played the long game. Planet Fitness saw this coming.” That change matters because it reflects how people are thinking about value, not just fitness. For many members, the appeal is less about showing off and more about getting a reliable workout close to home, with no pressure to play into the influencer-heavy vibe that has taken over some other commercial gyms.
That is part of why David says the gym is close to where he lives and much cheaper than other gyms. Luis says it covers everything he needs for a good workout at the price. Michael says his Black Card lets him visit a lot of Planet Fitness locations while he works across the States. Their reasons are different, but they point to the same shift: Planet Fitness is no longer just the place people join because it is cheap. It is the place many people now choose because it works.
The question ahead is not whether Planet Fitness can keep adding members. It is whether the rest of the fitness industry can match a formula built on low pressure, broad access and a price point that still feels like a bargain even after it goes up.
