Planet Fitness Sees Churn Subsiding After Changing Click-To-Cancel Ads -- Market Talk

Dow Jones03-06

1426 ET - Planet Fitness changed its click-to-cancel advertisements after the messaging drove more members to quit, management says in a fireside chat with Jefferies analysts. The initial campaign, launched in spring of 2025, wooed prospective members by offering easy, at home cancellations. The language in the advertisements has since been changed to describe "no commitment memberships." CFO Jay Stasz says the advertisement may have reminded consumers to cancel their memberships, and attrition rates have begun to decline with the messaging changes. The company is also investing in an AI-enabled predictive churn model to help forecast cancellation trends and mitigate losses. (amira.mckee@wsj.com)

(END) Dow Jones Newswires

March 05, 2026 14:27 ET (19:27 GMT)

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The initial campaign, launched in spring of 2025, wooed prospective members by offering easy, at home cancellations. The language in the advertisements has since been changed to describe \"no commitment memberships.\" CFO Jay Stasz says the advertisement may have reminded consumers to cancel their memberships, and attrition rates have begun to decline with the messaging changes. The company is also investing in an AI-enabled predictive churn model to help forecast cancellation trends and mitigate losses. 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