Equinox vs. Planet Fitness: Twitter Clash!

Several years ago, I wrote a case study about Planet Fitness, the "Judgement Free Zone" chain of fitness centers.  Therefore, I tend to follow the gym industry.   On New Year's Day, premium fitness center chain Equinox posted the following message on social media.  It created quite a stir.  

 Planet Fitness responded promptly with a humorous and blunt retort.  

Others on social media criticized Equinox as well.  What was Equinox doing scaring potential customers away with what seemed like an insulting tweet.  Yet, we should ask the question: Did Equinox really make a mistake?  To understand the intent of these dueling tweets, we need to assess the contrasting strategies of these two firms.  Equinox targets serious fitness enthusiasts and provides them a premium experience at premium prices.  Planet Fitness focuses on the person who previously may have not enjoyed going to the gym at all.  They are after the person who is trying to get some exercise, but is most certainly not a "gym rat" at all.  Planet Fitness doesn't cater to the fitness enthusiast at all. For instance, they don't have heavy weights at all in their gyms, and they don't offer exercise classes.  Their gyms focus mostly on cardio machines and light weights.  Given their target audience, this humorous rebuttal is right on the money.  It fits their customer quite well, and it provides that sharp contrast with the upscale gym, Equinox.  

Interestingly, both firms are telling certain people they are NOT very welcome at their gyms.  Recall Planet Fitness' famous "I lift things up and put them down" advertisement in which an employee shows a bodybuilder the exit!  That Planet Fitness advertisement is very much like this January tweet from Equinox.  So, neither firm is off the mark here.  They are each addressing their customers with distinct messages that fit their contrasting audiences and their associated needs and wants.  They are both trying to attract their core customer by explicitly describing who doesn't fit at their gyms.

Planet Fitness Case Study

Source: Wikipedia

My newest strategy case study, Planet Fitness:  No Judgements, No Lunks, is now avaiable in the Harvard Business Publishing catalog.   (The case was published by the University of Michigan's Davidson Institute).  The case study focuses on how the company has managed to position itself and create a competitive advantage in a very tough industry.   Moreover, it examines whether the firm will be able to sustain that advantage moving forward given its aggressive growth plans.   Finally, the case enables students to examine the issue of vertical integration and the pros and cons of a franchising model.   Interestingly, Planet Fitness was co-founded by a Bryant alum, Marc Grondahl.  

New Case Study: Planet Fitness

I've published my latest case study, Planet Fitness: No Judgements, No Lunks, through the William Davidson Institute at the University of Michigan.  The case is available now by clicking here, and it will be available through Harvard Business Publishing very soon.   The Planet Fitness case study addresses issues of competitive strategy including the topics of industry analysis, competitive positioning, and the sustainability of competitive advantage as well as franchising vs. vertical integration.  

Planet Fitness: Making Money in a Tough Industry

I ran across this excellent article by Judith Ohikuare in Inc. magazine.  The article is titled, "The Secret to Planet Fitness's Success."  Here's a quote from the company's CEO in the article:

It's very, very difficult to make money in the fitness industry. In order to thrive, you really have to have a niche and sell it. You've either got to be at the high end or at the low end; otherwise, you're not in at all. We're at the very low end: Members have access to a great club for 10 bucks a month, and I don't see that changing. We keep it as simple as possible, so that there are as few areas to disappoint as possible. When we started out, we included perks that everyone else had, such as day care and yoga classes, but none of that made sense for us.

Having read that quote, now check out the commercial below, a creative follow-up to the famous "I lift things up and put them down" ad which I featured on the blog awhile back. (Thank you to student Meredith Soper for pointing me to this commercial).   What you see is a company that is clearly trying to identify its niche... and clearly specifying what it is not (and who it does not seek to target).  In a very tough industry, leaders must pay particular attention to the clarity of their target market and the boundaries of their strategy.  Making clear choices becomes all the more important when you have fewer potential profits because of an unattractive industry structure (such as in the fitness center industry).