Planet Fitness is making it clear they are not aiming to be everything to everyone. Their commercials play up the "muscle head" stereotype, and imply that the grunting, muscle-bound demographic isn't wanted in a Planet Fitness club.
It's an effective marketing technique that gets a laugh with the, "I lift things up, and put them down" spot, but some people are getting a bit riled up and even calling Planet Fitness "hostile." One news story tells of a man getting kicked out of a Planet Fitness for grunting while weight lifting. Apparently, grunting is banned under their "Lunk Alarm" policy that also prohibits dropping weights, among other things.
I checked out their web site and sure enough, the Lunk™ Alarm and no grunting zones do exist. Right below their Mission Statement that says, "We at Planet Fitness are here to provide a unique environment in which anyone - and we mean anyone - can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built." (Well, apparently that means anyone who doesn't grunt when they work out)
I've never been to a Planet Fitness, so I can't say what sort of an atmosphere they create for members, and if they are inclusive or 'hostile.' I just know that they are getting a lot of attention these days for a truly innovative ad campaign.
What do you think about Planet Fitness? Share your comments below.