The gym “Average Joe” is already a reality.
In one of the most memorable scenes from the Hollywood movie farce “Dodgeball,” Lance Armstrong casually comforts Vince Vaughn, assuring him, “I’m sure you must have a good reason for quitting.” The story praises the “Average Joe” gym as a place where everyone can feel comfortable and truly fit in without the fear and intimidation of musclemen, egomaniacs, or singles bar refugees. But now the concept of the conventional exercise environment is real. Far from struggling financially, they are sweeping the country and driving the competition out of town! Not just imaginary gyms like “Globo Gym” from a screenwriter’s imagination, but solid, well-known organizations like Golds, and even the YMCA and JCC are being outplayed at their own game. Who is working this high street magic in small towns and metropolitan cities alike across America? There are few players, but without a doubt the king of the hill is Planet Fitness. They’ve been ridiculed for their pizza night and bagel morning, both gym staples. Planet has the dubious distinction of being labeled one of America’s “softest” centers, right after Slimmons, Richard Simmons’s personal aerobic study. Despite this runaway business model making real inroads, with over 400 successful locations and literally more openings every day, this organization clearly has something great to offer.
What makes these middle-of-the-road new-age upstarts tick? What are they doing to separate themselves from other gyms? First, there’s the tagline, “The Judgment Free Zone,” but empty taglines are, well, just that. Closer inspection reveals the reality that this is truly a concept-driven institution built from the ground up. The equipment is easier to use with easy-to-read illustrations installed directly at each station. Measly fees, typically between $10-$20 per month, there is no long-term contract for a basic membership, so literally anyone can afford to join. High-tech, full-body circuit training is aerobically customized for beginners, but resists plateau issues by using traditional weight stack/cable resistance machines (unlike a large national women-only franchised studio with similar concept). A virtual sea of aerobics machines greets would-be toners. Clean, well-appointed locker rooms have replaced the mildew and athlete’s foot cocktail found in many large nonprofits.
The psychology of the business is what changes the feeling of gyms the most. Fitness psychology is rarely talked about, but perhaps THE most important aspect of getting and staying fit. It’s hard enough for the newbie member trying to do the hard work of getting in shape. Add to the mix the annoying fitness freaks that roam the gym, whether they’re just nosy members, paid trainers, or worse, unqualified staff members interrupting the novice participant with unsolicited advice. None of this is allowed at Planet Fitness (PF). The obvious reaction from the fitness fanatic crowd is “what about injury prevention?” It is true that the poorly educated participant performs many exercises incorrectly. However, it is that person’s responsibility to learn how to train properly! Furthermore, statistics on exercise injuries show that these small form defects do not usually lead to injuries. There were roughly 45 million Americans with gym memberships in 2009*, but only 224 reported injuries from free weights and weight machines in emergency rooms year-round nationwide, according to administrators at Sports Insurance Risk Management in your latest article online**. Ironically, the treadmill was more than twice as dangerous (575 times) and is by far the most popular choice among gym newcomers. The fittest would-be upstart will take comfort in the fact that most PF members look and act like them, are unfamiliar with hard training or lifting weights, and simply wish to spend some of their valuable time improving your health. (author copyright 2010)
