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Fitness Industry Value Curve - Planet Fitness vs Premium Gyms
How Planet Fitness created a judgement-free zone by eliminating intimidation and lowering prices.
Value Curves
Reference Company (dashed line)
Strategy Overview
Planet Fitness eliminated intimidation, reduced equipment variety and classes, while creating a judgement-free zone with ultra-low prices.
Planet Fitness (shown in #8B5CF6) represents the innovative approach, while Equinox (⭐ reference) represents the traditional industry standard.
Key Differentiators
- Eliminated intimidating gym culture
- Reduced focus on serious bodybuilders
- Created purple and yellow non-gym aesthetic
- Introduced "Pizza Monday" and "Bagel Tuesday"
- Set off "lunk alarm" for intimidating behavior
ERRC Framework Applied
🚫 Eliminated
📉 Reduced
- Equipment Variety
- Personal Training
- Group Classes
- Intimidation Level
- Luxury Amenities
📈 Raised
- Monthly Price
- Judgement-Free Environment
- Free Perks
- Non-Traditional Branding
✨ Created
- Monthly Price
- Free Perks
- Non-Traditional Branding
Blue Ocean Insights
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Targeted 80% of population who don't go to gyms
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Made fitness accessible to casual exercisers
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Created social permission to be a beginner
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Turned gym membership into entertainment value