Mixed Year for Stock Performance at 2 Fitness Franchisors

Xponential fitness performance

On October 8, Xponential Fitness’ stock closed at $4.73, up 21 percent from $3.92 on September 10. It’s still down 42 percent year-to-date, as the company began 2026 at $8.02.

It continues a tough trend for the parent company of Club Pilates, Pure Barre, StretchLab, YogaSix and Body Fit Training, dating back to 2025. After starting that year with a closing price above $17 in February, Xponential’s stock declined to where it’s fluctuated between $5 and $8, reaching a low of $4.26 at one point.

Comparatively, in 2024, the company’s closing price was often between $11 and $18, while in 2023, it spent the better half of a year between $15 and $30.

The stock price numbers come after the company announced financial results for the second quarter, when it reported $66 million in revenue, a 13 percent decrease from the same period in 2025.

North American same-store sales also declined 6.8 percent, while systemwide sales were flat at $437.3 million. Franchise revenue was $44 million, down 3 percent year over year.

Xponential revised some projections in its Q2 report. The number of net studio openings, once forecasted between 150 to 170, was revised to approximately 150. Additionally, where systemwide sales were once projected to be between $1.72 billion and $1.8 billion, the new estimate is between $1.7 billion and $1.75 billion.

Company outlook and changes

“While our second quarter results were below expectations, we continued to make progress against the priorities we believe are most important to strengthening Xponential for the long term, including continued studio growth, both domestically and internationally, enhanced digital capabilities and elevated franchise studio support,” CEO Mike Nuzzo said in a release.

In October, the company hired Jennifer Ryu as chief financial officer, and the board of directors adopted a limited-duration stockholder rights plan. The plan is intended to prevent any

investor from accumulating a significant position with Xponential. The company said the plan doesn’t prevent an acquisition of the company, but should encourage “anyone seeking to acquire to negotiate with its board prior to attempt.”

The company in April announced it tapped Jefferies as its financial adviser to evaluate strategic alternatives, including a merger or sale.

Planet fitness comparison

Planet Fitness, meanwhile, experienced a stock price decline both over the last recorded period and in 2026 overall. Its stock closed at $43.36 on October 8, down 13 percent from $49.58 on September 10 and a 60 percent decline from $109.73 at the start of the year.

For most of 2025, the stock ranged from $90 to $112.75. The downturn comes despite second quarter results showing $365.2 million in total revenue for Planet Fitness, up 7.1 percent from the second quarter, while systemwide sales rose $66.6 million, to $1.4 billion.