• by Sarah Mahoney , February 25, 2026

Planet Fitness knows that when a workout feels stale, a hype man can help. So the gym chain has asked Flavor Flav to surprise everyday gym members mid-workout, stepping in to turn routine reps into playful shareable moments.

The new content, from agency Movers+Shakers, is running on TikTok and Instagram, and features the unscripted rapper meandering through clubs.

The campaign is breaking just as the Hampton, New Hampshire-based company released its fourth-quarter earnings, demonstrating that its “We Are All Strong on This Planet” campaign, launched last year, continues to resonate with both existing, lapsed, and potential new members. “Because this campaign resonated so strongly last year, we extended it into 2026,” said Colleen Keating, CEO, in an earnings call. “By maintaining this consistency, we avoided the cost of developing a completely new creative from scratch while updating creative assets, focusing on differentiators for our brand. This efficiency allowed us to redirect those savings into high-impact working media to drive even greater reach.”

The company’s revenue rose 10.5% to $376.3 million, while system-wide same club sales increased 5.7%. Net income climbed to $60.4 million, compared to $47.1 million in the year-ago period.

And while the chain noted some weather-related softness early in the quarter, it ended the year with 20.8 million members and 2,900 clubs, adding 1.1 million net new members.

On the earnings call, company executives highlighted two significant growth avenues. First, more than 3.7 million teens participated in the High School Summer Pass, the highest ever, with 8.3% converting to paying members, higher than in years past.

And while it is in the early stages, a new partnership with Ro is showing “excellent early results,” Keating says. Planet Fitness’s research shows that 50% of people taking GLP-1 are considering a gym membership. “We see positive indicators for continued growth and demand for our offering as GLP-1s become more accessible through lower pricing and pill formats.”