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Budget fitness chains are living in two different markets at once in mid-2026: existing members are broadly staying put, but attracting first-time gym-goers remains a genuine difficulty across the sector.
Against that backdrop, Planet Fitness posted second-quarter system-wide same-club sales growth of 1.7%, a number driven entirely by average rate increases rather than net new member volume, and lifted its full-year adjusted net income per diluted share guidance to approximately 6% growth.
Black Card penetration and the retention play The most concrete progress in the quarter came from member mix, not member count.
Black Card penetration climbed 210 basis points year-over-year to 68% of the total membership base, a shift that cushioned the top line against acquisition softness.
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