Sunil Soares, CEO & Founder – YDC | Max Moeller, Data Analyst- YDC

Planet Fitness, Inc. (Ticker: PLNT) is a U.S. operator of franchise and company-owned fitness centers. Based on publicly-available information, PLNT has a YDC Intangible Asset Index (IAI) of 7.5 percent. This metric indicates that the Aggregate Customer Lifetime Value (CLV) of PLNT is 7.5 percent of Enterprise Value. The IAI is also 7.5 percent but would have been much higher if other data-intensive intangibles relating to franchisees, real estate, equipment, and equipment were also included in the analysis.