The fitness sector is signaling that consumer spending remains strong but increasingly uneven.
According to a recent CNBC report, higher-income households continue to invest in premium wellness experiences, while more price-conscious consumers are showing signs of strain. K-shaped spending patterns are emerging across sectors such as travel and fast food, reflecting a growing divergence between affluent and budget-sensitive consumers.
Life Time Group Holdings and Planet Fitness both delivered double-digit revenue growth and rising memberships in 2025, but their earnings reflect contrasting consumer behavior. Life Time, known for its large-format clubs featuring pools, spas, cafes and personal training, reported revenues of $745.1 million during the fourth quarter, up 12.3% year-over-year. For the full year, Life Time generated nearly $3 billion in revenue, with net income up more than 130% and strong EBITDA growth.
The company increased membership dues by roughly $10 to $30 per member, a move that did not slow demand. In-center spending, covering services including personal training, spa services and food and beverages, topped $191 million in the fourth quarter, reflecting Life Time's strategy of positioning its clubs as lifestyle destinations. Average revenue per center membership rose 10.8% to $882.
Analysts note that the results suggest that higher-income consumers remain relatively insulated from broader economic pressures and continue to prioritize discretionary wellness spending.
"Life Time's model proved its resilience throughout a macro-challenged 2025," said Mizuho analyst John Baumgartner. "Downside risks are limited by a membership base skewed toward high-income households and differentiated club activities."
Planet Fitness, which operates far more locations but serves a more price-sensitive customer base, also posted double-digit revenue gains and added 1.1 million members in 2025. System-wide same club sales grew 6.7%, and net income reached roughly $219 million. The company added 181 new clubs during the year and plans to open another 180–190 in 2026.
However, Planet Fitness's outlook points to a more cautious trajectory. It expects fiscal 2026 revenue growth of 9% and same-store sales of 4% to 5%, below Wall Street expectations. The company cited storms, cold weather and a slightly higher-than-anticipated cancellation rate for the softening expectations. It said it is testing price increases in select markets, planned for full rollout in summer 2026 and is also investing in new amenities such as red light therapy, additional classes and free youth passes to boost revenue per member and attract younger demographics.
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