Planet Fitness, Inc. (NYSE: PLNT) announced a refreshed brand identity and an upgraded mobile app on Sept. 9, 2026, with the new visual elements beginning to appear across clubs, marketing materials, and digital platforms this month.

The updated logo features a redesigned gear mark, a new custom font, and adjustments to the company's purple and yellow color palette. The company said the changes were informed by member feedback. The existing "thumbs up" icon will continue to appear in select locations.

The new branding will roll out across all new and remodeled clubs immediately, with existing club touchpoints to be updated through the first quarter of 2027.

The upgraded mobile app, which began rolling out the same day, includes a redesigned member profile with syncing across wellness platforms, equipment-aligned workout tracking that allows members to log weights, reps, and sets, and an updated real-time Crowd Meter for visit planning.

"Our goal was to ensure that our evolved visual identity would continue to reflect our welcoming and supportive ethos while also allowing for a more seamless and flexible presentation of the brand across traditional marketing formats and digital channels," said Brian Povinelli, Chief Marketing Officer of Planet Fitness.

Since 2025, the company has also expanded equipment offerings, adjusted club floor layouts, and added Black Card Spa amenities including red-light recovery. As of June 30, 2026, Planet Fitness reported approximately 21.5 million members across 2,930 clubs in the U.S. and several international markets.