Planet Fitness' new commercial offers a funny take regarding the customers they are definitely not trying to serve. By telling us that they are not targeting the bodybuilder segment, they are trying to tell customers that they are the gym for average folks who just want to get more fit. It's a nice technique, and one that many firms often do not employ. Many firms are afraid to scare away any customer. In a way, this commercial reminds me of the "hostile brand positioning" technique described by Youngme Moon in her new book: Different, Escaping the Competitive Herd. In that book, Moon describes how some brands establish a distinctive positioning by purposefully making themselves hostile to certain types of consumers.