Planet Fitness Faces Securities Fraud Investigation Amid Stock Decline
Written by Emily J. Thompson, Senior Investment Analyst
Updated: May 22 2026
0mins
Planet Fitness's stock fell 5.01% as it crossed below the 5-day SMA, reflecting ongoing challenges in the market.
The company is currently under investigation for securities fraud following a significant stock plunge of 31% on May 7, 2026, attributed to disappointing Q1 membership growth results and a marketing strategy that alienated its core market. Additionally, Planet Fitness revised its 2026 revenue growth forecast down from 9% to 7%, indicating increasing operational pressures. Legal firm Bleichmar Fonti & Auld LLP has initiated an investigation to determine if misleading statements were made to investors.
This investigation could further impact investor confidence and the company's stock performance, as it navigates through operational challenges and a potential brand image crisis.
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Analyst Views on PLNT
Wall Street analysts forecast PLNT stock price to rise
13 Analyst Rating
13 Buy
0 Hold
0 Sell
Strong Buy
Current: 52.420
Low
120.00
Averages
133.25
High
185.00
Current: 52.420
Low
120.00
Averages
133.25
High
185.00
About PLNT
Planet Fitness, Inc. is a franchisor and operator of fitness centers in the world. The Company operates in three segments: Franchise, Corporate-owned club, and Equipment. The Franchise segment includes operations related to the Company’s franchising business in the United States, Puerto Rico, Canada, Panama, Mexico and Australia. The Corporate-owned clubs segment includes operations with respect to all Corporate-owned clubs throughout the United States, Canada, and Spain. The Equipment segment includes the sale of equipment to franchisee-owned clubs. The Company's subsidiaries operate three lines of business, which include licensing and selling franchises under the Planet Fitness trade name, owning, and operating fitness centers, and selling fitness-related equipment to franchisee-owned stores. It operates 2,735 clubs in all 50 states: the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia and Spain.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Planet Fitness Under Investigation for Securities Fraud Following Stock Plunge
- Significant Stock Drop: On May 7, 2026, Planet Fitness's stock plummeted 31% from $63.96 to $44.01 per share, primarily due to disappointing Q1 membership growth results, which undermined investor confidence and market perception.
- Marketing Strategy Misstep: The company acknowledged that its marketing may have shifted too far towards 'fitness-minded' members, alienating its core market, which directly impacted membership growth and indicated a failure to effectively communicate its brand message.
- Revenue Guidance Cut: Planet Fitness revised its 2026 revenue growth forecast down from approximately 9% to about 7%, and adjusted EBITDA growth guidance from 10% to roughly 6%, highlighting increased pressure in a competitive market that could affect future investment appeal.
- Potential Legal Action: Bleichmar Fonti & Auld LLP is investigating possible false statements made to investors, encouraging affected investors to contact the firm for legal recourse, indicating the company faces potential legal risks and reputational damage.
See More
Surge in Options Trading Volume for HF Sinclair and Primo Brands
- HF Sinclair Options Volume: HF Sinclair Corp saw options trading volume of 29,376 contracts, equivalent to approximately 2.9 million shares, representing about 123.9% of its average daily trading volume over the past month, indicating strong market interest in the stock.
- High-Frequency Trading Insight: Notably, the $90 strike call option expiring on September 18, 2026, has seen 26,494 contracts traded today, representing around 2.6 million shares, suggesting investor expectations for future price increases.
- Primo Brands Options Activity: Primo Brands Corp recorded an options trading volume of 36,486 contracts, approximately 3.6 million shares, which is 110.1% of its average daily trading volume over the past month, reflecting increasing investor attention towards the company.
- Bullish Options Trend: The $22.50 strike call option expiring on July 17, 2026, has seen a trading volume of 18,190 contracts today, representing about 1.8 million shares, indicating optimistic market sentiment regarding Primo Brands' future performance.
See More
Planet Fitness Appoints New CFO and President, International
- Executive Appointment: Planet Fitness has appointed Sudhanshu Priyadarshi as CFO and President, International, effective immediately, overseeing finance, investor relations, strategy, and IT functions, marking a significant step in the company's global expansion strategy.
- Transition Plan: Interim CFO Tom Fitzgerald will remain as an advisor through mid-September 2026 to ensure a smooth transition of responsibilities, demonstrating the company's commitment to careful management during leadership changes.
- Rich Background: Priyadarshi brings extensive industry experience, having served as CFO and President, International at Keurig Dr Pepper, and held key roles at renowned consumer companies such as PepsiCo, Walmart, Flexport, and Vista Outdoor.
- Future Outlook: Planet Fitness forecasts a revenue increase of approximately 7% for 2026 while pausing the Black Card price increase and withdrawing its three-year outlook, reflecting the company's strategic adaptability in response to changing market conditions.
See More
Planet Fitness Appoints New CFO and President, International
- Executive Appointment: Planet Fitness announces the appointment of Sudhanshu Priyadarshi as Chief Financial Officer and President, International, effective immediately, expected to drive the company's finance, investor relations, and international business strategy.
- Extensive Experience: Priyadarshi brings over 25 years of global management experience, having served as CFO at Keurig Dr Pepper, where he co-led the development of the enterprise-wide strategic plan, showcasing his deep expertise in finance and operations management.
- Business Growth Potential: Throughout his career, Priyadarshi has led multi-billion-dollar businesses, achieving a 6x increase in EBITDA, demonstrating his exceptional performance in capital efficiency and long-term shareholder value creation.
- Strategic Alignment: The new CFO's appointment aligns with Planet Fitness's mission to provide high-value and accessible fitness services, aiming to further expand its member base and drive sustainable growth.
See More
Planet Fitness Appoints New CFO and President, International
- Executive Appointment: Planet Fitness has announced the appointment of Sudhanshu Priyadarshi as Chief Financial Officer and President, International, effective immediately, aiming to enhance the company's finance, investor relations, and international business management, which is expected to boost its global competitiveness.
- Extensive Experience: Priyadarshi brings over 25 years of experience in the consumer goods sector, having served as CFO at Keurig Dr Pepper, where he co-led the development of the enterprise-wide strategic plan, showcasing his strong background in financial and operational management.
- Strategic Goals: The new CFO's addition will support Planet Fitness's focus on financial and operational execution, which is anticipated to further solidify its leadership position in the high-value fitness industry and drive sustainable growth.
- Transition Arrangement: Interim CFO Tom Fitzgerald will remain as an advisor to ensure a smooth transition until mid-September 2026, a move that helps maintain continuity and stability in the company's operations.
See More
Planet Fitness Under Investigation for Securities Fraud Following Stock Plunge
- Stock Plunge: On May 7, 2026, Planet Fitness's stock plummeted 31% from $63.96 to $44.01 per share, primarily due to disappointing Q1 membership growth results that undermined market confidence.
- Marketing Misstep: The company acknowledged that its marketing strategy may have shifted too far towards targeting 'fitness-minded' members, alienating its core market and directly impacting membership growth, indicating a potential brand image crisis.
- Revised Financial Guidance: Planet Fitness lowered its 2026 revenue growth forecast from approximately 9% to 7% and adjusted EBITDA growth expectations from 10% to 6%, highlighting increasing operational pressures and challenges ahead.
- Legal Investigation Launched: Bleichmar Fonti & Auld LLP has initiated a securities fraud investigation into Planet Fitness to determine if the company made false or misleading statements to investors, with affected investors encouraged to seek legal recourse through the firm.
See More
Planet Fitness Under Investigation for Securities Fraud Following Stock Plunge
- Significant Stock Drop: On May 7, 2026, Planet Fitness's stock plummeted 31% from $63.96 to $44.01 per share, primarily due to disappointing Q1 membership growth results, which undermined investor confidence and market perception.
- Marketing Strategy Misstep: The company acknowledged that its marketing may have shifted too far towards 'fitness-minded' members, alienating its core market, which directly impacted membership growth and indicated a failure to effectively communicate its brand message.
- Revenue Guidance Cut: Planet Fitness revised its 2026 revenue growth forecast down from approximately 9% to about 7%, and adjusted EBITDA growth guidance from 10% to roughly 6%, highlighting increased pressure in a competitive market that could affect future investment appeal.
- Potential Legal Action: Bleichmar Fonti & Auld LLP is investigating possible false statements made to investors, encouraging affected investors to contact the firm for legal recourse, indicating the company faces potential legal risks and reputational damage.
See More
Surge in Options Trading Volume for HF Sinclair and Primo Brands
- HF Sinclair Options Volume: HF Sinclair Corp saw options trading volume of 29,376 contracts, equivalent to approximately 2.9 million shares, representing about 123.9% of its average daily trading volume over the past month, indicating strong market interest in the stock.
- High-Frequency Trading Insight: Notably, the $90 strike call option expiring on September 18, 2026, has seen 26,494 contracts traded today, representing around 2.6 million shares, suggesting investor expectations for future price increases.
- Primo Brands Options Activity: Primo Brands Corp recorded an options trading volume of 36,486 contracts, approximately 3.6 million shares, which is 110.1% of its average daily trading volume over the past month, reflecting increasing investor attention towards the company.
- Bullish Options Trend: The $22.50 strike call option expiring on July 17, 2026, has seen a trading volume of 18,190 contracts today, representing about 1.8 million shares, indicating optimistic market sentiment regarding Primo Brands' future performance.
See More
Planet Fitness Appoints New CFO and President, International
- Executive Appointment: Planet Fitness has appointed Sudhanshu Priyadarshi as CFO and President, International, effective immediately, overseeing finance, investor relations, strategy, and IT functions, marking a significant step in the company's global expansion strategy.
- Transition Plan: Interim CFO Tom Fitzgerald will remain as an advisor through mid-September 2026 to ensure a smooth transition of responsibilities, demonstrating the company's commitment to careful management during leadership changes.
- Rich Background: Priyadarshi brings extensive industry experience, having served as CFO and President, International at Keurig Dr Pepper, and held key roles at renowned consumer companies such as PepsiCo, Walmart, Flexport, and Vista Outdoor.
- Future Outlook: Planet Fitness forecasts a revenue increase of approximately 7% for 2026 while pausing the Black Card price increase and withdrawing its three-year outlook, reflecting the company's strategic adaptability in response to changing market conditions.
See More
Planet Fitness Appoints New CFO and President, International
- Executive Appointment: Planet Fitness announces the appointment of Sudhanshu Priyadarshi as Chief Financial Officer and President, International, effective immediately, expected to drive the company's finance, investor relations, and international business strategy.
- Extensive Experience: Priyadarshi brings over 25 years of global management experience, having served as CFO at Keurig Dr Pepper, where he co-led the development of the enterprise-wide strategic plan, showcasing his deep expertise in finance and operations management.
- Business Growth Potential: Throughout his career, Priyadarshi has led multi-billion-dollar businesses, achieving a 6x increase in EBITDA, demonstrating his exceptional performance in capital efficiency and long-term shareholder value creation.
- Strategic Alignment: The new CFO's appointment aligns with Planet Fitness's mission to provide high-value and accessible fitness services, aiming to further expand its member base and drive sustainable growth.
See More
Planet Fitness Appoints New CFO and President, International
- Executive Appointment: Planet Fitness has announced the appointment of Sudhanshu Priyadarshi as Chief Financial Officer and President, International, effective immediately, aiming to enhance the company's finance, investor relations, and international business management, which is expected to boost its global competitiveness.
- Extensive Experience: Priyadarshi brings over 25 years of experience in the consumer goods sector, having served as CFO at Keurig Dr Pepper, where he co-led the development of the enterprise-wide strategic plan, showcasing his strong background in financial and operational management.
- Strategic Goals: The new CFO's addition will support Planet Fitness's focus on financial and operational execution, which is anticipated to further solidify its leadership position in the high-value fitness industry and drive sustainable growth.
- Transition Arrangement: Interim CFO Tom Fitzgerald will remain as an advisor to ensure a smooth transition until mid-September 2026, a move that helps maintain continuity and stability in the company's operations.
See More
Planet Fitness Under Investigation for Securities Fraud Following Stock Plunge
- Stock Plunge: On May 7, 2026, Planet Fitness's stock plummeted 31% from $63.96 to $44.01 per share, primarily due to disappointing Q1 membership growth results that undermined market confidence.
- Marketing Misstep: The company acknowledged that its marketing strategy may have shifted too far towards targeting 'fitness-minded' members, alienating its core market and directly impacting membership growth, indicating a potential brand image crisis.
- Revised Financial Guidance: Planet Fitness lowered its 2026 revenue growth forecast from approximately 9% to 7% and adjusted EBITDA growth expectations from 10% to 6%, highlighting increasing operational pressures and challenges ahead.
- Legal Investigation Launched: Bleichmar Fonti & Auld LLP has initiated a securities fraud investigation into Planet Fitness to determine if the company made false or misleading statements to investors, with affected investors encouraged to seek legal recourse through the firm.
See More
