Planet Fitness, Inc. (NYSE:PLNT) Q3 2023 Earnings Call Transcript

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So I think that will be a true read up against this year’s Q1, which was much more typical. In terms of the spread between Black Card and Classic Card, that is clearly something we are looking at in the test. As you can imagine, our goal in test is to raise the member dues versus the control stores, but in a way that doesn’t sacrifice number growth, as I mentioned earlier. And so we are looking at the joint trends, to cancel trends to Craig’s earlier point as well as the Black Card mix and how that changes. So there is a lot to factor in there. And up until now, we have had an increasing gap between Classic Card and Black Card, but the Black Card amenities were so attractive that it enabled 6 out of 10 people who thought they were going to come in for a $10 membership come in for the Black Card membership.

At one point, it was $19.99, and it made its way all the way to $24.99. So we will see how the test goes and continue to evaluate that and other options to see if we can find a better mix of price points to drive more dues, but also without sacrificing member growth.

Alex Perry: Perfect. And then just my final question. Are there any sort of quick modeling implications with the transition to the new store growth model that you think would be sort of helpful for people on the call just in terms of like, it sounds like some of the near-term impacts are pretty muted. But is there anything that we should be incorporating in our models as we move forward?

Thomas Fitzgerald: Yes. No. Sure thing, Alex. And maybe just the high points here. So any stores that were built 2019 and prior, they all got an 18-month extension on their reequipped cycles. And any stores that were built in 2020 and 2021 as we were making our way through those changes, they got a 12-month extension on those cycles. And then anything built in 2022 forward, they were back to the five and seven-years. So those are the stores that are changing to what we described 6 and 8 on cardio and strength. So really, the way we see it is the impact isn’t until 2026 when some of the stores that were equipped on cardio in 2021, they would be due in 2026, that is the five-year cycle. But now they are being pushed a year. So that is really the first impact there.

So I think if you work through your modeling and what stores opened when and it is not always exact, but it will get you close enough on what that impact might be. And then it carries forward from there. But we think in the trade of what we are talking about here in the new growth model, that was the best way to sort out how we could free up some cash and liquidity for reinvestment, recognizing not one size fits all, recognizing equipment usage is changing and shifting from cardio to strength and all the things we talked about. We thought at the end of the day, the benefits far outweighed the re-equipped impact in the out years.

Operator: Thank you, ladies and gentlemen. This does conclude today’s conference call. Thank you for participating. You may now disconnect.

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