FTLF Stock Risk & Deep Value Analysis
FitLife Brands Inc
Consumer Defensive • Packaged Foods
DVR Score
out of 10
What You Need to Know About FTLF Stock
We analyzed FitLife Brands Inc using our deep value framework. Sign in to see our full verdict and DVR Score.
We ran FTLF through our deep value framework — analyzing financial health, distress signals, competitive moat, and risk factors. Our risk assessment: Aggressive. Here's what we found.
FTLF Risk Analysis & Red Flags
What Could Go Wrong
Continued pressure on gross and net margins, coupled with weak organic growth in legacy brands and high debt, could exhaust liquidity and force the company to raise capital through further dilutive share offerings, severely undermining per-share value.
Risk Matrix
Overall
Aggressive
Financial
High
Market
High
Competitive
High
Execution
Medium
Regulatory
Medium
Red Flags
- ⚠
Declining net income and gross margins YoY despite revenue growth
- ⚠
Weak quick ratio (0.48 or 0.40), indicating reliance on inventory
- ⚠
Significant debt ($44.7M) relative to a small market cap ($0.09B)
- ⚠
Revenue growth primarily driven by acquisitions rather than organic expansion (legacy -12% YoY)
- ⚠
Zacks Research downgrade to 'Strong Sell' on 2026-04-07
Upcoming Risk Events
- 📅
Q1 2026 earnings miss or weak forward guidance
- 📅
Further decline in gross or net margins
- 📅
Increased competition impacting market share
When to Reconsider
- 🚪
Quarterly net income turns negative or continued significant YoY decline
- 🚪
Current ratio falls below 1.0 or quick ratio deteriorates further
- 🚪
Announcement of new, significant dilutive share issuance or failure to reduce debt
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What Does FitLife Brands Inc (FTLF) Do?
Market Cap
$87.43M
Sector
Consumer Defensive
Industry
Packaged Foods
Employees
39
FitLife Brands, Inc. provides nutritional supplements and wellness products for health-conscious consumers in the United States and internationally. The company provides weight loss, sports nutrition, and general health products; general wellness products with an emphasis on natural, vegan, and organic ingredients; male health and weight loss products; energy products; general health supplements; and natural skincare and beauty products. It markets its products under the brand names of NDS Nutrition, PMD Sports, SirenLabs, CoreActive, Nutrology, Metis Nutrition, iSatori, BioGenetic Laboratories, Energize, Dr. Tobias, All-Natural Advice, Maritime Naturals, and MusclePharm through franchised stores, as well as through retail locations, which include specialty, mass, and online, and e-commerce platform. The company was formerly known as Bond Laboratories, Inc. and changed its name to FitLife Brands, Inc. in September 2013. FitLife Brands, Inc. was incorporated in 2005 and is headquartered in Omaha, Nebraska.
Visit FitLife Brands Inc WebsiteInvestment Thesis
Investment in FitLife Brands is a highly speculative bet on its ability to successfully integrate and organically grow the Irwin Naturals acquisition, while simultaneously stabilizing its legacy brand portfolio and improving declining profit margins. The thesis hinges on the company's capacity to deleverage and generate consistent free cash flow without resorting to further dilutive financing, ultimately establishing a more resilient business model in the competitive health and wellness sector.
Is FTLF Stock Undervalued?
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FTLF Price Targets & Strategy
12-Month Target
$17.50
Bull Case
$25.00
Bear Case
$5.00
Valuation Basis
25x forward P/E applied to projected FY26 EPS of $0.70 (assuming stabilization/modest growth from FY25 diluted EPS of $0.63).
Entry Strategy
Consider dollar-cost averaging on dips towards $8.50-$9.00, monitoring for signs of stabilizing margins and organic growth acceleration.
Exit Strategy
Take profit at $17.50-$20.00 if earnings and margins improve consistently. Place a stop loss at $7.00 if financial health deteriorates.
Portfolio Allocation
1-3% for aggressive risk tolerance only.
Price Targets & Strategy
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Is FTLF Financially Healthy?
Valuation
P/E Ratio
13.82
Forward P/E
20.53
EV/EBITDA
14.87
PEG Ratio
1.83
Price/Book
3.56
Price/Sales
2.24
Profitability
Gross Margin
37.58%
Operating Margin
11.55%
Net Margin
7.01%
Return on Equity
15.30%
Revenue Growth
1.34%
EPS
$0.63
Balance Sheet
Current Ratio
1.53
Quick Ratio
0.48
Debt/Equity
1.02
Total Debt
$13.47M
Cash & Equivalents
$89.85M
Cash Flow
Operating Cash Flow
$9.62M
Free Cash Flow
$7.21M
EBITDA
$10.64M
Other
Beta (Volatility)
-0.00
Does FTLF Have a Competitive Moat?
Sign in to unlockMoat Rating
⚪ None
Moat Trend
Stable (The acquisition added brand power, but the overall competitive landscape remains fierce, and legacy brands are eroding).
Moat Sources
2 Identified
The company's moat is fragile, relying heavily on brand recognition in a highly commoditized and competitive market. It lacks unique technology, high switching costs, or deep intellectual property that would provide sustained competitive advantage against numerous existing and new entrants.
Moat Erosion Risks
- •Intense competition from established players and new direct-to-consumer brands
- •Shifting consumer preferences and product trends in the wellness space
- •Dependence on third-party platforms like Amazon for online sales, subject to algorithm changes
FTLF Competitive Moat Analysis
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FTLF Market Intelligence
Sentiment & Insider Activity
Social Sentiment
Neutral (due to lack of specific data, but small-caps can be volatile)
Institutional Sentiment
Neutral to Negative (Mixed analyst ratings with a recent 'Strong Sell' downgrade from Zacks)
Insider Activity (Form 4)
Two directors (Matthew Lingenbrink and an unnamed director) bought a combined 6,000 shares at average prices of $9.76 and $9.98 on 2026-04-10, signaling minor insider confidence.
Options Flow
Normal options activity (no specific unusual activity reported in the brief).
Earnings Intelligence
Next Earnings
2026-05-14
Surprise Probability
Medium (Q1 revenue softness already noted, potentially dampening expectations, but also increasing risk of a larger miss)
Historical Earnings Pattern
Not enough consistent historical data in the brief to establish a clear pattern of stock reaction to earnings reports.
Key Metrics to Watch
Competitive Position
Top Competitor
GNC Holdings (GNC) - A larger, more established player in the health and wellness retail space, though FTLF's model is more focused on manufacturing and brand building.
Market Share Trend
Gaining market share overall through the Irwin Naturals acquisition, but losing ground in legacy brands (down 12% YoY).
Valuation vs Peers
Trading at a forward P/E of 20.53, which could be reasonable for the sector, but declining profitability makes this valuation less attractive compared to peers with growing margins and stronger balance sheets.
Competitive Advantages
- •Brand recognition (primarily from the acquired Irwin Naturals portfolio)
- •Established distribution channels (online and wholesale)
Market Intelligence
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What Could Drive FTLF Stock Higher?
Near-Term (0-6 months)
- •Q1 2026 Earnings report on 2026-05-14
- •Continued online growth for Irwin Naturals brands
Medium-Term (6-18 months)
- •Successful integration and margin improvement of Irwin Naturals acquisition
- •Turnaround to positive organic growth in legacy FitLife brands
Long-Term (18+ months)
- •Establishment of strong brand equity in a niche wellness segment
- •Significant reduction of outstanding debt without further dilution
Catalysts & Growth Drivers
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What's the Bull Case for FTLF?
- ✓
Consistent positive organic revenue growth across all brands, especially Irwin Naturals
- ✓
Expansion of gross and net profit margins quarter-over-quarter
- ✓
Clear and sustained positive free cash flow generation
Bull Case Analysis
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Competing with FTLF
See how FitLife Brands Inc compares to related companies
| Company | Market Cap | DVR Score | P/E | Revenue | Profit Margin | Rev Growth | |
|---|---|---|---|---|---|---|---|
FitLife Brands Inc FTLF | $87.4M | 3.0 | 13.8 | $63.0M | 7.0% | 1.3% | |
Costco Wholesale Corp COST | — | 0.7 | — | — | — | — | Compare → |
Coca-Cola Co KO | $339.2B | 0.5 | 24.8 | $48.9B | 27.8% | 5.1% | Compare → |
PepsiCo Inc PEP | — | 0.1 | — | — | — | — | Compare → |
Procter & Gamble Co PG | $341.2B | 0.2 | 20.5 | $84.3B | 19.2% | 3.3% | Compare → |
Walmart Inc WMT | $972.0B | 0.7 | 42.8 | $713.2B | 3.1% | 5.9% | Compare → |
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How FitLife Brands Inc Makes Money
FitLife Brands Inc. operates as a developer and marketer of nutritional supplements and wellness products. The company generates revenue by selling its diverse portfolio of brands, including the acquired Irwin Naturals, directly to consumers through its online channels (e.g., Amazon) and indirectly via wholesale distributors to retailers. Its business model thrives on brand recognition, product innovation within the health and wellness space, and efficient distribution to capture market share in a highly competitive industry.
Read Full Business Model BreakdownFAQ
What is the DVR Score for FitLife Brands Inc (FTLF)?
As of May 7, 2026, FitLife Brands Inc has a DVR Score of 3.0 out of 10, placing it in the "Risk Trap" category. This score is generated by our AI-powered deep value analysis framework that evaluates growth potential, financial health, competitive moat, and risk factors.
What is the market capitalization of FitLife Brands Inc?
FitLife Brands Inc's market capitalization is approximately $87.4M. The company operates in the Consumer Defensive sector within the Packaged Foods industry.
What ticker symbol does FitLife Brands Inc use?
FTLF is the ticker symbol for FitLife Brands Inc. The company trades on the NCM.
What is the risk level for FTLF stock?
Our analysis rates FitLife Brands Inc's overall risk as Aggressive. This assessment considers execution risk, market risk, financial risk, competitive risk, and regulatory risk. For a full breakdown, see the risk analysis section above.
What is the P/E ratio of FTLF?
FitLife Brands Inc currently has a price-to-earnings (P/E) ratio of 13.8. This is below the market average, which could indicate the stock is undervalued or facing headwinds.
Is FitLife Brands Inc's revenue growing?
FitLife Brands Inc has reported revenue growth of 1.3%. The company is growing at a moderate pace.
Is FTLF stock profitable?
FitLife Brands Inc has a profit margin of 7.0%. The company is profitable but margins are modest.
How often is the FTLF DVR analysis updated?
Our AI-powered analysis of FitLife Brands Inc is refreshed regularly to incorporate the latest financial data, market conditions, and news. The most recent update was on May 7, 2026.
Important Disclaimer – Not Financial Advice
Deep Value Reports is an independent research platform for educational and informational purposes only. We are not financial advisors, investment advisors, or licensed professionals. The analysis, scores, and information provided on this page for FTLF (FitLife Brands Inc) should not be construed as personalized investment advice, a recommendation to buy or sell any security, or an offer to provide investment advisory services.
All investments involve risk, including the potential loss of principal. Past performance does not guarantee future results. Always conduct your own research, consider your financial situation, and consult with a qualified financial advisor before making any investment decisions.