| Valuation method | Value, £ | Upside, % |
|---|---|---|
| Artificial intelligence (AI) | 47.90 | -47 |
| Intrinsic value (DCF) | 51.67 | -42 |
| Graham-Dodd Method | n/a | |
| Graham Formula | 27.40 | -69 |
Planet Fitness, Inc. is a leading franchisor and operator of fitness centers under the Planet Fitness brand, known for its affordable, judgment-free gym experience. The company operates through three segments: Franchise, Corporate-Owned Stores, and Equipment. With over 2,250 locations across the U.S., Canada, Puerto Rico, Panama, Mexico, and Australia as of 2021, Planet Fitness has established itself as a dominant player in the budget fitness sector. The company's business model focuses on low-cost memberships, high-volume operations, and a welcoming atmosphere, differentiating it from traditional gym chains. Planet Fitness caters to casual and first-time gym-goers, a strategy that has fueled rapid expansion and strong brand loyalty. As part of the Consumer Cyclical sector, the company benefits from discretionary spending trends but remains resilient due to its value-oriented positioning. Headquartered in Hampton, New Hampshire, Planet Fitness continues to capitalize on the growing global fitness industry, leveraging its scalable franchise model for sustained growth.
Planet Fitness presents an attractive investment opportunity due to its strong brand recognition, scalable franchise model, and consistent revenue growth. The company's low-cost, high-volume approach positions it well in the competitive fitness industry, particularly in economic downturns where consumers seek value. However, risks include high leverage (total debt of $2.58 billion), sensitivity to consumer discretionary spending, and potential saturation in key markets. The lack of dividend payments may deter income-focused investors, but growth-oriented investors may appreciate the company's reinvestment strategy. With a market cap of $8.76 billion and a beta of 1.33, the stock shows higher volatility than the market, appealing to investors comfortable with moderate risk for potential growth returns.
Planet Fitness holds a unique competitive position in the fitness industry through its 'Judgement Free Zone' philosophy and low-price strategy ($10/month memberships). This positions it as a leader in the value segment of the market, distinct from premium gym chains. The company's competitive advantages include: 1) Strong brand recognition and customer loyalty, 2) A franchise model that enables rapid expansion with limited capital expenditure, 3) Recurring revenue streams from membership fees, and 4) Economies of scale in equipment procurement. However, the company faces challenges from boutique fitness studios offering specialized experiences and digital fitness platforms like Peloton. Planet Fitness's equipment-focused model may struggle to compete with these trends toward personalized and digital fitness solutions. The company mitigates this by maintaining its core value proposition of affordability and accessibility. Its international expansion provides growth opportunities but also exposes it to currency risks and local competition. The capital-intensive nature of the equipment segment and reliance on franchisees represent additional competitive considerations.