Planet Fitness Inc. recently cut its profit outlook, citing sluggish member sign‑ups and investment in marketing and pricing tests. The company now expects Bloomberg Terminal‑adjusted net income to fall 3% this year, down from a prior expectation of a 2% decline. Membership growth has plateaued, and market conditions remain competitive, but the chain remains focused on cost control and long‑term stability.

To address the slowdown, the budget‑friendly gym operator is launching a new marketing campaign aimed at a broader audience, leveraging digital ads, local partnerships, and community events. It has also “initiated and expanded tests around pricing, member experience, and retention,” the company said, including tiered membership fees and flexible contract options.

The update comes after a recent opening of a Planet Fitness location in Klamath Falls, Oregon, which illustrates the chain’s ongoing expansion efforts despite the current sales dip. The new site is part of a broader rollout across the western U.S. and aims to tap into a growing suburban demographic.

Investors will watch whether the new marketing and pricing strategies can reverse the trend in member acquisition and lift the company’s earnings trajectory. Analysts expect the company to report quarterly results in September, and the revised outlook signals caution amid a tightening fitness market.