Planet Fitness is an operator of fitness centres, headquartered in the US and listed on the New York Stock Exchange.
The company operates over 2,000 health club franchises across the US, Canada, Mexico and Australia, with over 16 million members. The low-cost subscription fee model is designed to appeal to a broad demographic, including younger and cost-sensitive customers.
James Dowey, co-manager on the Liontrust Global Innovation Team, says: “We refer to Planet Fitness as the ‘Aldi’ equivalent of US gyms. The average gym membership in the US is $50 per month and, by comparison, a fancy Equinox membership costs $250. By stripping out everything but the basics from the cost structure, Planet Fitness is just $10.”
Planet Fitness has delivered some impressive results, including 53 consecutive quarters of same-store sales growth (sales of stores open more than a year). This has led to a doubling in its share price over the last five years.
Mr Dowey adds: “Planet Fitness is expanding the market for gyms to the three-quarters of Americans who have never had a gym membership before, and at the heart of this is Planet’s ‘no judgment’ inclusive ethos.
“Indeed, nearly 90% of overall new gym members in the US over the past decade are Planet Fitness members.”
In terms of outlook, Planet Fitness has significant scale advantages, with 60% more gyms in the US than the next 10 largest competitors combined, which should drive profitability.
The company is also looking to expand into Europe, where it believes its low-cost, ‘get off the couch’ pricing model will attract new members.
Mr Dowey comments: “From here, we think it can double its US business and expand very significantly internationally.”