How Meta’s Muse Threatens ‘Ghost Members’ at Planet Fitness as PLNT Stock Plunges

Planet Fitness (PLNT) shares tumbled on Sept. 23 as Wall Street evaluated what Meta’s (META) new autonomous artificial intelligence (AI) assistant, Muse, could mean for the fitness center operator. Investors are concerned that Muse will prove a meaningful threat to the low-friction business models that subscription-based companies rely on.

Meta’s launch of Muse adds to pressure on Planet Fitness stock, which was already down more than 50% year-to-date heading into Wednesday.