Leah Millis | Reutersis hiking its base-level membership prices for new customers for the first time since 1998, even as the gym operator warns its customers are growing increasingly cost-conscious.
The change comes after months of price testing in several markets around the country. Planet Fitness also said it will start testing higher prices for its top-tier membership, "Black Card," this summer. That membership offers customers access to any Planet Fitness location as well as digital content and other benefits, for a starting price of $24.99 per month.
In the company's earnings release, interim CEO Craig Benson said several macro conditions weighed on an increasingly cost-conscious consumer.
Source: Healthcare Press (healthcarepress.net)
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