Planet Fitness: New Year's Resolutions as a Price Driver

Planet Fitness operates one of the largest networks of fitness clubs in the USA, clearly positioning itself as a provider for beginners and budget-conscious recreational athletes. With over 2,500 locations and a monthly membership fee starting at around 10 USD, the company relies on a model that combines high customer numbers with stable subscription revenues. The concept of the "Judgement Free Zone" aims to create a relaxed atmosphere, making fitness accessible for less experienced exercisers. In recent years, Planet Fitness has significantly expanded...