Planet Fitness Overhauls Brand Identity and Mobile App to Boost Member Experience — Planet Fitness, Inc.

Event summary

Planet Fitness unveiled a refreshed visual identity and logo on September 9, 2026, emphasizing movement, progress, and community energy.
The new branding includes a custom font and updated purple and yellow color palette, rolling out across clubs and digital platforms through Q1 2027.
The enhanced mobile app features a redesigned member profile, equipment-aligned tracking, and a real-time Crowd Meter for visit planning.
Since 2025, Planet Fitness has expanded equipment offerings, refined club layouts, and introduced Black Card Spa® amenities like red-light recovery.

The big picture

Planet Fitness's rebranding and app enhancements reflect a strategic push to modernize the member experience amid rising competition in the fitness industry. With 21.5 million members and 2,930 clubs globally, the company is leveraging digital tools and in-club amenities to reinforce its position as a welcoming, accessible fitness option. The updates align with broader consumer trends toward personalized, tech-driven wellness solutions.

What we're watching

Brand Consistency: How effectively Planet Fitness integrates the new visual identity across its 2,930 clubs and digital platforms by Q1 2027.
Member Engagement: Whether the upgraded mobile app and enhanced amenities will drive higher retention and usage among the 21.5 million members.
Competitive Positioning: The pace at which Planet Fitness can differentiate itself in a crowded fitness market through its Judgement Free Zone® ethos and digital innovations.