Planet Fitness (PLNT) is facing a reset in its growth outlook after weaker Q1 sign-ups and "marketing missteps," BofA Securities said Friday in a report.

New marketing initiatives need time to gain traction after campaigns skewed too heavily toward fitness-focused customers rather than beginners, with March and April tracking below plans, the report said.

The company's 2026 outlook was lowered across revenue, same-club sales, EBITDA and EPS, and avoiding the Black Card price increase may weigh on results, BofA said.

Management hired a new creative agency that plans to launch a fresh campaign before year-end to set up the key Q1 2027 membership period, the report said.

BofA lowered its rating on Planet Fitness stock to neutral from buy and slashed its price target to $59 from $110.

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