Planet Fitness Inc $PLNT Deep Dive

Executive Summary:

Planet Fitness Inc. is a major franchisor and operator of fitness centers in the United States and beyond, with over 2,400 locations. They market themselves as a welcoming and affordable option for casual gym users, with a focus on creating a non-intimidating environment. Their signature “Judgement Free Zone” caters to those who might be new to exercise or feel uncomfortable in traditional gyms.

Planet Fitness reported earnings per share (EPS) of $0.39. Revenue grew to $1.2 billion, a 6.2% increase year-over-year.

Stock Overview:

Ticker$PLNTPrice$72.56Market Cap$6.39B
52 Week High$75.8652 Week Low$44.13Shares outstanding87.53M

Company background:

Planet Fitness, founded in 1992 by brothers Marc and Michael Grondahl, in the United States and Canada. Unlike traditional gyms that cater to bodybuilders and serious athletes, Planet Fitness focuses on providing a welcoming and affordable environment for casual gym users.

Planet Fitness offers basic amenities and high-quality exercise equipment at a low price point. Their memberships start at just $10 per month, making them a very attractive option for budget-conscious individuals. They also provide free fitness training in small groups to all their members.

Planet Fitness faces competition from established gym chains like LA Fitness, 24 Hour Fitness, and Anytime Fitness. These competitors often offer a wider range of amenities and services, such as swimming pools, racquetball courts, and personal training. Planet Fitness remains competitive by focusing on its core strength: providing a no-frills, affordable gym experience for casual exercisers.

Recent Earnings:

Revenue and Growth: They reported revenue of $1.2 billion, representing a year-over-year growth of 6.2%.

EPS and Growth: Earnings per share (EPS) came in at $0.39, exceeding analyst expectations.

The Market, Industry, and Competitors:

Planet Fitness analysts project a CAGR (compound annual growth rate) in the high-single digits for this segment. Planet Fitness’ focus on affordability and a welcoming environment positions them well to capitalize on this growing market.

There are a few reasons behind this anticipated growth. One factor is the increasing focus on health and wellness among the population. People are becoming more aware of the benefits of exercise and are looking for affordable ways to stay fit. The millennial generation is a large and health-conscious demographic that is entering its prime gym-going years. This trend is expected to continue for the foreseeable future, benefiting companies like Planet Fitness.

Unique differentiation:

Established Chains: They might also cater to a more serious fitness crowd by offering dedicated weightlifting areas and personalized training options. However, these amenities often come at a higher price point than Planet Fitness’ basic, no-frills memberships.

Boutique Fitness Studios: These smaller studios offer a more specialized experience, focusing on trendy workouts like spin classes, barre, or yoga. They often have a strong sense of community and cater to a specific clientele. Boutique studios typically charge a premium price for their classes. While Planet Fitness doesn’t directly compete with these studios for the hardcore fitness enthusiasts they attract, they might compete for customers who are casually interested in yoga or spin classes but are unwilling to pay the boutique studio price tag.

Judgement-Free Zone: This signature concept creates a welcoming and unintimidating atmosphere for casual gym users. It specifically targets those who might be new to exercise or feel uncomfortable in traditional gyms filled with bodybuilders or serious fitness enthusiasts.

Low-Cost, High-Value: Planet Fitness offers basic amenities and high-quality equipment at a much lower price point than most competitors. This focus on affordability allows them to tap into a segment of the market that might be priced out of traditional gyms or boutique fitness studios.

Management & Employees:

CEO: Colleen Keating – Ms. Keating joined Planet Fitness in 2024 as CEO. She brings over 30 years of experience in hospitality, real estate, and franchise management.

Chief Corporate Affairs Officer: McCall Gosselin – Ms. Gosselin has been with Planet Fitness since 2013 and oversees internal and external communications, brand reputation, social impact, government relations, human resources, and HQ operations.


Planet Fitness has demonstrated consistent financial growth. Revenue has seen a significant upward trend.

  • Revenue Growth: Analysts estimate the Compound Annual Growth Rate (CAGR) to be in the double digits, signifying a strong upward trajectory for the business.
  • Balance Sheet: The company’s balance sheet likely reflects a strong financial position. This would be evidenced by factors such as increasing assets, manageable debt levels, and a growing cash flow.

Technical Analysis:

Consolidating (stage 1, neutral) and range bound on both the monthly and weekly chart, but a likely bear flag on the daily chart. This indicates a move likely lower after getting to the $75 range. There is a lot of resistance at $75, which the RSI and MACD indicate it might get to, but after that the stock should head lower to the $68 – $70 range.

Bull Case:

Large and Growing Market: Planet Fitness operates in the discount gym segment, which is projected to experience strong growth by 2030, driven by rising health consciousness and a large millennial demographic entering their prime gym-going years. This presents a significant opportunity for Planet Fitness to expand its customer base.

Analyst Optimism: Recent upgrades from analyst firms like Jefferies and JP Morgan to “Buy” and “Overweight” respectively, indicate growing confidence in Planet Fitness’s future prospects.

Bear Case:

Saturation in Target Market: The discount gym segment is becoming increasingly competitive. Planet Fitness might face challenges in acquiring new members as the market becomes saturated, potentially leading to slower growth.

Limited Service Offerings: Planet Fitness’s focus on basic amenities might not appeal to people seeking a wider range of services like group fitness classes, swimming pools, or personalized training. This could limit their ability to attract a broader customer base.

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