LogFAQs > #953954356

You don't seem to understand who the actual clients are at a gym.
It's not the people who go to a gym constantly, those are only a small percent of people who pay for a gym membership.

The majority of the gym membership are people who want to be someone who goes to a gym constantly. They see strong people in the windows working out, being fit, being healthy, and they want to be like them. That's why the heavy lifting is by the windows, generally.

But, when they go in, they don't want to feel intimidated, and that everyone is a higher class then them. So, they want to feel like it's something that they could do.

They get a gym membership for a year (it's a good deal, and I'm going to start going to the gym next week!), and then if they stop paying, that's when they get gouged in fees and debt collectors start knocking.

PlanetFitness isn't selling to people who are already fit, they're selling to people who want to be fit.