Financial research concept

Fitness Club Average Monthly Dues per Member

measures average monthly membership dues billed per member under the issuer's stated membership mix and pricing.

By Lee BaileyPublished Sep 26, 2026

Research context

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Research date: Sep 26, 2026Use the dated article and cited sources for the definition, examples, and stated limitations.
Operating-model context: 17 connected conceptsPart of the reviewed Fitness Club Franchise & Membership Economics; issuer definitions remain distinct where disclosed.
Company examples: 1 reviewed companyRelationships reflect supported examples, not a normalized cross-company KPI ranking.

Premium mix and base pricing both influence the average
Monthly dues are not total revenue per member
Use dues with member growth and premium penetration
Part of the Fitness Club Franchise & Membership Economics
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Fitness club average monthly dues per member measures the recurring monthly dues billed per member under the issuer's membership pricing and tier mix.

Planet Fitness reported $19.51 of average monthly dues per member at December 31, 2025, up from $17.63 at the end of 2021.

Premium mix and base pricing both influence the average

Planet Fitness offers a lower-priced Classic Card membership and a higher-priced PF Black Card membership. At the end of 2025, PF Black Card penetration had reached 66.5% of recurring billing members.

The company also raised the price for new Classic Card members to $15 per month in 2024, while the PF Black Card price for new members was $24.99 per month in the 2025 filing.

Those two forces mean average monthly dues can rise because of price, membership-tier mix, or both.

Monthly dues are not total revenue per member

Planet Fitness also charges annual fees and, depending on the membership, enrollment fees. Franchise royalties, equipment revenue, retail sales, and other fees sit elsewhere in the business model.

That is why $19.51 should not be multiplied by total members and treated as a complete revenue model.

Use dues with member growth and premium penetration

Average dues answer the monetization question. Member count answers the scale question, while premium membership penetration helps explain mix.

Together, those measures make it easier to distinguish revenue growth driven by more members from revenue growth driven by higher recurring billing per member.

Primary source: Planet Fitness 2025 Form 10-K.

Part of the Fitness Club Franchise & Membership Economics

Connects fitness-club member scale, pricing and premium mix with same-club demand, franchise royalty economics, owned-versus-franchised footprint growth, equipment monetization, and mature corporate-club unit economics.

Browse the full operating model in Company Analysis →

Where this concept fits

Member scale, pricing, premium mix, and same-club demandCurrent relationship
Member count and net member growth show the customer base, average dues and premium membership penetration show monetization mix, system-wide sales aggregate member billings, and same-club growth plus the same-club base isolate performance in seasoned locations.
Average Monthly Dues per MemberCurrent conceptMember Count Net Member Growth Premium Membership Penetration Same-Club Sales Base Count Same-Club Sales Growth System-Wide Sales
Franchise royalty economics and ownership footprint
Average royalty rate converts franchisee member billings into franchisor economics, while franchisee-owned and corporate-owned club counts show ownership mix. New openings expand both channels, and segment revenue separates franchise monetization from directly operated club revenue.
Average Royalty Rate Corporate-Owned Club Count Corporate-Owned Club Revenue Franchise Segment Revenue Franchisee-Owned Club Count New Club Openings
Equipment monetization and mature corporate-club unit economics
Equipment segment revenue and new-club equipment placements connect franchise development and refresh cycles to product sales, while mature corporate-club AUV and four-wall Adjusted EBITDA margin show seasoned unit-level revenue and profitability.
Corporate Club Average Unit Volume Corporate Club Four-Wall Adjusted EBITDA Margin Equipment Placement Count Equipment Segment Revenue

See It in Company Research

These companies are examples of how the concept is reported or discussed in public filings. Definitions can differ by issuer; these links open company research rather than a normalized metric comparison.

PLNTOpen operating-model research →17 of 17 reviewed concepts in Fitness Club Franchise & Membership EconomicsMember scale, pricing, premium mix, and same-club demand7 of 7 bridge concepts supportedContinue through this bridge:Member Count Net Member Growth Premium Membership Penetration Same-Club Sales Base Count Same-Club Sales Growth System-Wide Sales

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Compare member monetization

Compare recurring membership economics while separating price, premium-tier mix, and member growth.

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