BTCC
/
BTCC Square
/
Global Cryptocurrency
/
Planet Fitness Eases Membership Cancellations in Bid for Long-Term Growth
Planet Fitness Eases Membership Cancellations in Bid for Long-Term Growth
10
1
BTCCSquare news:
Planet Fitness has implemented a 'click-to-cancel' policy across all locations, allowing members to terminate subscriptions online. CEO Colleen Keating reports a temporary spike in cancellations but anticipates normalization within three months. The MOVE aligns with consumer expectations for flexibility and could foster future re-engagement.
Keating positions the policy as an industry leadership play, noting Gen Z's heightened fitness focus presents growth opportunities. Shares dipped 3% Wednesday as markets digest the short-term churn implications. The voluntary policy precedes potential federal regulations targeting subscription businesses.
By:
