We’ve been pounding the table on Planet Fitness (PLNT) since October — and once again, the stock is doing exactly what history suggested it would.
Every year around this time, a familiar pattern emerges.
As millions of people set New Year’s resolutions, fitness becomes a top priority. According to Johns Hopkins Medicine, nearly 90% of people resolve to improve their health through diet and exercise. Some join programs like Weight Watchers or Medifast. Many others head straight to the gym.
That seasonal behavior has consistently translated into strength for Planet Fitness.
A Proven Seasonal Pattern
When we highlighted PLNT in October, shares were trading around $91. Historically, the stock tends to gain momentum into the holiday season and early New Year — and this cycle has repeated with impressive consistency.
We’ve seen PLNT rally during:
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late 2020
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late 2021
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late 2022
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late 2023
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and again in 2024
Today, PLNT is trading near $106, after recently hitting highs around $114.
Once again, the stock followed the New Year’s resolution trade almost to the letter.
Fundamentals Supporting the Move
Seasonality isn’t the only factor at work.
Planet Fitness also delivered strong earnings and guidance, reinforcing the bullish case:
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EPS: $0.80, beating estimates by $0.06
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Revenue: $330.3 million, up 13% year-over-year and beating expectations by $6.87 million
Management also raised its 2025 outlook, now projecting:
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same-club sales growth of ~6.5% (up from 6%)
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revenue growth of ~11% (up from 10%)
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adjusted EBITDA growth of ~12% (up from 10%)
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adjusted net income growth of 13%–14% (up from 8%–9%)
That combination of seasonal tailwinds and improving fundamentals helped fuel the move higher.
What’s Next for PLNT?
With the seasonal trade largely playing out as expected, we’ll now turn patient.
As we’ve seen in prior cycles, PLNT often cools off later in the year once the resolution-driven demand fades. Looking ahead, October 2026 could present another opportunity to revisit the stock for a similar seasonal setup.
Bottom Line
Planet Fitness once again delivered on a well-defined seasonal thesis.
This trade serves as a reminder that market psychology and consumer behavior can create repeatable opportunities — especially when supported by solid fundamentals.
Sometimes, the best trades aren’t complicated. They’re simply well-timed.