The Planet Fitness Conundrum

Planet Fitness has built a nationwide network of fitness centers based on simple economics: $10 per month. For the well healed, a Black Card membership at $23.99 entitles you to use any Planet Fitness location, have unlimited guests, and use the massage bed. Everyone also pays is an annual “equipment fee” of $69 to cover equipment maintenance. Still, the root appeal of Planet Fitness is strong: $10 per month.

I used to belong to a full-service gym, with a pool and a basketball court, yoga and Pilates classes, as well as acres of machines. It went under during the pandemic, so I…