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Planet Fitness Unveils New Logo and Enhanced Mobile App

In an exciting development for fitness enthusiasts, Planet Fitness, Inc. (NYSE: PLNT) has recently announced significant changes to its brand identity, asserting its dedication to providing a welcoming fitness community. The changes reflect the vibrant energy of its clubs, aiming to bolster the comfort of members at every stage of their fitness journey.

A Fresh Brand Identity

The new logo is designed to symbolize movement and progress, echoing the dynamic spirit of the Planet Fitness community. The updated look includes a customized font and a revitalized color palette of purple and yellow, capturing the warmth and optimism that Planet Fitness strives to embody. According to Brian Povinelli, Chief Marketing Officer, the inspired identity is a product of member feedback and reflects a commitment to approachability in fitness.

Enhancing Member Experience

This brand evolution dovetails with several improvements made to the overall member experience. Since 2025, Planet Fitness has expanded its equipment offerings and refined gym layouts, catering to members of varying fitness levels. Innovative amenities, such as the new Black Card Spa® features, including red-light recovery services, have been implemented to elevate the experience further.

Povinelli emphasizes that the goal was to ensure the new visual identity still embodies the ‘Judgement Free’ promise while being adaptable across various marketing platforms and digital interfaces. “This initiative is a thoughtful step forward in enhancing member experiences while remaining rooted in our core values,” he stated.

Upgraded Mobile App

In tandem with the brand overhaul, Planet Fitness has also introduced an enhanced mobile application designed to streamline the member journey from day one. Key features of the app include a redesigned member profile that syncs seamlessly with mainstream wellness platforms, an adaptive home screen that responds when a member visits the gym, and advanced tracking functionalities enabling users to log workouts directly from their smartphones.

The upgraded app aims to simplify workout planning and allow members to track their progress effectively. Also included is a real-time Crowd Meter, which provides information on gym occupancy to help members plan their visits more conveniently.

Rollout Timeline

The new visual identity will start to appear in all newly constructed and remodeled gyms, as well as across marketing materials, social media channels, and the Planet Fitness website. Key touchpoints within existing clubs will be rolled out through the first quarter of 2027, ensuring a consistent brand experience across all platforms.

Moreover, the iconic ‘thumbs up’ symbol remains a staple of the brand, reinforcing over 30 years of motivation and positive affirmation for members.

Conclusion

With a history rooted in inclusivity, Planet Fitness aims to enhance the lives of its members through an atmosphere of support and encouragement. As of June 2026, the brand boasts a membership of approximately 21.5 million across nearly 3,000 locations in the U.S., Canada, and beyond. For further information on Planet Fitness and to locate a gym near you, visit www.PlanetFitness.com.

About Planet Fitness

Founded in 1992, Planet Fitness has established itself as one of the fastest-growing operators of fitness centers globally, dedicated to creating a non-intimidating environment for its members. With about 90% of clubs owned by independent franchisees, the brand prioritizes accessibility and quality in fitness experiences.