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I get the business model. "A place for normals who don't want to feel bad about themselves next to physical specimens can come to exercise". Basically a place for Betas and there are plenty of those. I'd be interested in knowing how that business model has worked for them the last few years. Wonder if any statistics are out there.
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How Low-Cost Gyms Like Planet Fitness Make Money
http://broscience.co/wp-content/uplo...-fitness-6.jpgSo, how does a place like Planet Fitness attract a clientele that’s earnest enough to sign up for the gym but not dedicated enough to actually go?
Part of it has to do with design: They create gyms that are meant to look like bars. They are designed to make out-of-shape people feel comfortable being there, because the gyms know out-of-shape people are not likely to attend frequently once they sign up. They do that with mirrors and disco music and even massage chairs. Meanwhile, the actual gym part of the gym — the free weights and weight machines — are typically hidden away from the main part of the gym, back in a more intimidating space that those comfortable in the bar-like atmosphere would be less likely to visit. Low-cost gyms don’t actually want the body-builder types — they’d actually go to the gym more frequently — they want those who climb on the treadmill every once in a while. (I can confirm this: In the five or six years I’ve been attending my gym, I’ve visited the weight room twice, and both times, felt like an alien outsider).
28 Things You Will Only See At Planet Fitness
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