Planet Fitness: a generational growth bet on a healthy lifestyle

• Generational Trend: A strong shift in the perception of health among Generation Z and millennials - an emphasis on regular exercise, prevention and healthy living.
• Brand & Marketing.
• Base growth: The company has seen increasing sales per branch (same-store sales growth), a strong signal of a healthy business.
• Low tariff exposure: Most operations are local, reducing risks associated with global trade or geopolitics.
• Ticker: $PLNT
• Growth Stock (12M): +51 %
• Investors appreciate the strong growth potential, low costs, and recession-proof nature of the business (gym membership is relatively cheap = a "small luxury" even in tougher times).
• $PLNT has a franchise model, which means expansion is less costly and risk is spread across multiple operators.

$PLNT is an ideal representative of the consumer services sector, which benefits from long-term demographic changes, according to a Bank of America analyst. The company combines low prices, broad availability and a strong brand, allowing it to expand across the U.S. and into other regions.

If the generational shift in health perceptions continues to deepen, $PLNT could be one of the winners of this decade.