{"id":5402,"date":"2026-05-07T19:28:02","date_gmt":"2026-05-07T19:28:02","guid":{"rendered":"https:\/\/ventil.rs\/blog\/health\/planet-fitness-stock-plunges-30-after-company-slashes-guidance-cancels-planned-price-hikes\/"},"modified":"2026-05-07T19:28:02","modified_gmt":"2026-05-07T19:28:02","slug":"planet-fitness-stock-plunges-30-after-company-slashes-guidance-cancels-planned-price-hikes","status":"publish","type":"post","link":"https:\/\/ventil.rs\/blog\/health\/planet-fitness-stock-plunges-30-after-company-slashes-guidance-cancels-planned-price-hikes\/","title":{"rendered":"Planet Fitness stock plunges 30% after company slashes guidance, cancels planned price hikes"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"RegularArticle-ArticleBody-5\" data-module=\"ArticleBody\" data-test=\"articleBody-2\" data-analytics=\"RegularArticle-articleBody-5-2\"><span class=\"HighlightShare-hidden\" style=\"top:0;left:0\"\/><\/p>\n<div class=\"InlineImage-imageEmbed\" id=\"ArticleBody-InlineImage-107357469\" data-test=\"InlineImage\">\n<div class=\"InlineImage-wrapper\">\n<div>\n<p>People work out at a Planet Fitness in Alexandria, Virginia, on Jan. 8, 2024.<\/p>\n<p>Leah Millis | Reuters<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"group\">\n<p>Shares of <span class=\"QuoteInBody-quoteNameContainer\" data-test=\"QuoteInBody\" id=\"RegularArticle-QuoteInBody-1\"><a href=\"https:\/\/www.cnbc.com\/quotes\/PLNT\/\">Planet Fitness<\/a><span class=\"QuoteInBody-inlineButton\"><span class=\"AddToWatchlistButton-watchlistContainer\" id=\"-WatchlistDropdown\" data-analytics-id=\"-WatchlistDropdown\"><button class=\"AddToWatchlistButton-watchlistButton\" aria-label=\"Add To Watchlist\" data-testid=\"dropdown-btn\"><span class=\"AddToWatchlistButton-addWatchListFromTag\"\/><\/button><\/span><\/span><\/span> plunged more than 30% Thursday after the company reported a drag on sign-ups and trimmed its guidance.<\/p>\n<p>The stock was having its worst day ever, as of midday trading. <\/p>\n<p>Even though the fitness company saw 21.9% revenue growth in its first fiscal quarter and same-club sales increased by 3.5%, CEO Colleen Keating said the company saw a &#8220;slower than expected start from a net member growth perspective.&#8221;<\/p>\n<p>&#8220;As a result, we are sharpening our marketing to prioritize capturing demand and driving net member growth,&#8221; Keating said in a statement. &#8220;Additionally, we are pausing the planned national Black Card price increase pending a broader pricing review.&#8221;<\/p>\n<p>The first fiscal quarter is usually the company&#8217;s peak sign-up period. Keating said &#8220;internal and external headwinds&#8221; dealt a blow to the company&#8217;s performance.<\/p>\n<p>Planet Fitness cut its revenue growth projection to 7% from a previous estimate of 9%. It also now expects same-club sales of just 1%, compared with previous expectations of 4% to 5%, and adjusted net income to decrease 2%, compared with a previous expected increase of between 4% and 5%. <\/p>\n<p>On a call with analysts Thursday, Keating said four factors affected the company&#8217;s first-quarter performance: a lack of resonance from marketing, competition in some markets, bad weather conditions and macroeconomic pressures.<\/p>\n<p>&#8220;We are making immediate and near-term adjustments to broaden our reach and ensure our messaging is both visible and resonates with the fitness beginner and more casual gym-goer,&#8221; Keating said on the call.<\/p>\n<p>Keating also reaffirmed the company&#8217;s confidence in its strategy to return to long-term growth. She said Planet Fitness is focusing this year on driving member acquisition and reinforcing affordability.<\/p>\n<p>&#8220;Looking at data from Q4 of last year and Q1 of this year, we saw that our messaging and targeting was successful in driving increased penetration with the fitness-minded consumer, yet we may have\u00a0pivoted\u00a0too far,&#8221; she said.<\/p>\n<\/div>\n<div class=\"ArticleBody-googlePreferredSourceContainer\" data-module=\"GooglePreferredSource\" data-id=\"RegularArticle-GooglePreferredSource-5\"><a href=\"https:\/\/www.google.com\/preferences\/source?q=https:\/\/www.cnbc.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.<\/a><\/div>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.cnbc.com\/2026\/05\/07\/planet-fitness-stock.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>People work out at a Planet Fitness in Alexandria, Virginia, on Jan. 8, 2024. Leah Millis | Reuters Shares of Planet Fitness plunged more than 30% Thursday after the company reported a drag on sign-ups and trimmed its guidance. The stock was having its worst day ever, as of midday trading. Even though the fitness&#8230;<\/p>\n<p class=\"more-link-wrap\"><a href=\"https:\/\/ventil.rs\/blog\/health\/planet-fitness-stock-plunges-30-after-company-slashes-guidance-cancels-planned-price-hikes\/\" class=\"more-link\">Read More<span class=\"screen-reader-text\"> &ldquo;Planet Fitness stock plunges 30% after company slashes guidance, cancels planned price hikes&rdquo;<\/span> &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":5403,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/image.cnbcfm.com\/api\/v1\/image\/107357469-17049913032024-01-11t153340z_750555863_rc2td5ac3gc4_rtrmadp_0_totw-fitness.jpeg?v=1730215865&w=1920&h=1080","fifu_image_alt":"","footnotes":""},"categories":[4],"tags":[75,69,77,4239,159,70,3619,4238,923],"class_list":["post-5402","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-health","tag-breaking-news-business","tag-business","tag-business-news","tag-colleen-keating","tag-earnings","tag-health-care-industry","tag-life","tag-planet-fitness-inc","tag-retail-industry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v17.8 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Planet Fitness stock plunges 30% after company slashes guidance, cancels planned price hikes - Breaking News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ventil.rs\/blog\/health\/planet-fitness-stock-plunges-30-after-company-slashes-guidance-cancels-planned-price-hikes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Planet Fitness stock plunges 30% after company slashes guidance, cancels planned price hikes\" \/>\n<meta property=\"og:description\" content=\"People work out at a Planet Fitness in Alexandria, Virginia, on Jan. 8, 2024. Leah Millis | Reuters Shares of Planet Fitness plunged more than 30% Thursday after the company reported a drag on sign-ups and trimmed its guidance. The stock was having its worst day ever, as of midday trading. 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