Low-cost gym giant Planet Fitness has launched a rebrand to maintain its top spot in this market segment. Following a challenging 2026, Planet Fitness’s visual alterations include a new logo, custom font, and a fresh take on the famous purple and yellow color scheme.
Don’t worry, though, as the familiar thumbs-up image still features throughout venues and marketing. Part of the rebrand will also include an upgraded mobile app, which is hoped to make it easier to plan members’ workouts and track progress across facilities nationwide.
Why Planet Fitness Has Taken These Steps
Planet Fitness has over 21 million members across 2,930 locations in the US. However, over 90% of clubs are independently operated and owned. New branding will be rolled out across new and updated locations starting in September, before existing venues are included at the beginning of 2027.
The rebrand is the latest in a long line of updates since 2025. The list includes a greater variety of gym equipment, refined floor layouts, and the introduction of the Black Card Spa. The latest visual changes fit with Planet Fitness’ philosophy, according to Chief Marketing Officer Brian Povinelli:
“For more than 30 years, Planet Fitness has made fitness more approachable and accessible for all members, wherever they may be on their fitness journey. Our goal was to ensure that our evolved visual identity would continue to reflect our welcoming and supportive ethos while also allowing for a more seamless and flexible presentation of the brand across traditional marketing formats and digital channels.” Povinelli said.
Can Planet Fitness Turn Things Around?
Planet Fitness facilities, first opened in 1992, are known for their welcoming energy and judgment-free spirit. The latest changes follow feedback from members across the US, with Planet Fitness’ shares dropping significantly this year.
As of September 11, the share price was down 53.8% from last year, putting pressure on the subscription-based franchise. It’s thought that any further slowdown in new members or pressure on franchise economics could impact future investment.
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The company has recently relaxed its stance on new franchises. Three new area development agreements were signed with Ian McClure of Gold Coast Hotels last month, the first in over a decade.
