🌍 How does Planet Fitness attract members who won't attend?

Alex Hormozi explains how Planet Fitness has a smart business plan. They know most people sign up but don't come. They keep costs low by not offering heavy weights and charge just $10 a month.

-- 🏋️‍♂️ Target non-users for membership growth.

🍕 Utilize clever incentives to attract sign-ups.
- 🔄 Focus on volume over individual usage.

Innovative Gym Model Attracts Non-Users

In the video "Planet Fitness Had a GENIUS Business Model" from Alex Hormozi, he discusses how Planet Fitness's marketing strategy is a brilliant business model. They identified that 92% of people do not actually want to use anything in the gym; they want to sign up for a gym and not attend. The people who use the gym the most, who they actually lose money on a per-usage basis, are those who utilize the gym facilities regularly. These frequent users typically engage with heavy weights, squat racks, and chalk. Consequently, the company decided to eliminate these three things, which significantly reduces the number of people who will regularly use the gym. By doing this, they can sign up as many members as possible, knowing that the majority of them will not come in. Furthermore, they incentivize membership through offers like free pizza. At only ten dollars a month to attend the gym, simply coming in once a month for pizza covers that cost. The average Planet Fitness location has around 10,000 members; to make their model work, maintaining a high volume of sign-ups is essential.

Planet Fitness captures a huge market by catering to the 92% who prefer signing up over working out. They exclude heavy weights to keep costs low and entice members with pizza. This model thrives on maximizing revenue from non-users while creating a guilt-free atmosphere.

In the insightful video where Hormozi analyzes a unique fitness business model, he highlights how effectively attracting a specific demographic relies on understanding their behavior—specifically, targeting individuals less likely to utilize the facilities regularly. With strategic marketing that favors accessibility over traditional weightlifting culture and affordable pricing, Planet Fitness successfully converts potential gym-goers into members. By appealing to those who may not attend frequently, they ensure a profitable membership base, showcasing how identifying and catering to a niche can propel success in a competitive marketplace.

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