William Blair analyst Sharon Zackfia has reiterated their bullish stance on PLNT stock, giving a Buy rating on January 9.
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Sharon Zackfia has given his Buy rating due to a combination of factors tied to Planet Fitness’s strong operating performance. The company delivered a full-year same-store sales increase that modestly surpassed management’s own outlook, signaling resilient demand and effective execution across the system. Membership continued to grow in the mid–single digits during the fourth quarter, pushing the total member base to roughly 20.8 million and underscoring the brand’s broad consumer appeal.
In addition, Planet Fitness’s expansion momentum exceeded expectations, with total new club openings coming in above both company guidance and the analyst’s prior forecast. The outperformance in development included a meaningful contribution from company-operated locations, which typically provide more direct control over brand standards and economics. The higher-than-anticipated placement of equipment into franchised locations also points to ongoing franchisee confidence and supports future royalty and equipment revenue streams, reinforcing the positive investment thesis.
In another report released on January 9, UBS also maintained a Buy rating on the stock with a $125.00 price target.