The Street

Planet Fitness makes a risky pricing move that can discourage membership

Planet Fitness  (PLNT) is making a major change that it hasn’t made in 26 years, and customers may not be too happy about it. The company announced during a recent earnings call that it will be hiking the price for its cheapest membership by $5 after piloting the change in different markets and hinted that more price increases may be on the way.

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