Knowing your target market: Planet Fitness

In the image based culture we live in it's easy to see why the gym and fitness industry is booming. Whether you work out in the garage of a trainer teaching crossfit or you go to one of those huge gyms with pools, spas and video game center, chances are at least familiar with the typical gym atmosphere.  You know what I'm talking about, the grunting giant guy by the weights staring in the mirror, the chick who wears nothing but a sports bra and short shorts and jogs on the treadmill for 2 hours.  Regardless you know that the gym experience for the average Joe is usually less than stellar.

Enter Planet Fitness.  Planet Fitness is a great example of a company identifying a market in desperate need of an outlet.  While there are plenty of gyms that aim to be "no pressure" gyms none have done so as successfully as Planet Fitness..  Planet Fitness has been running campaign ads for months now that make fun of the meatheads, the gym rats and the yoga chicks.  The idea being that not every person goes to the gym to gain 20lbs of muscle.  Instead Planet Fitness wants its members to know that they have a safe haven at their locations to just “keep in shape.”

Planet Fitness is a great example of a company identifying a market in desperate need of an outlet and filling it.  The gym has quickly spread its franchise from coast to coast with national success.  Seeing Planet Fitness’ success has definitely challenged me as an aspiring entrepreneur.  Just as Planet Fitness identified a target market and filled it I am really challenging myself to do the same.  While I may not have as broad reaching market such as the fitness world there is definitely still opportunity.  My job as founder is to identify these opportunities and find a way to fulfill them.  

Sometimes You Live Long Enough to See Yourself Become the Villain

This past week the one and only Jay Z dropped his latest studio album Magna Carta Holy Grail.  The album has been received with mixed views ranging from a scalding review via Chris Richards at The Washington Post to Steven Hyden's high praise over at Grantland.com.  I personally was carefully optimistic when I downloaded the album.  I've always been an avid Jay Z fan and although I agree he's a little over indulgent sometimes I still enjoy his music and his creative approach to hip hop.  

I've followed Jay Z for a while now with The Black Album being my first real introduction to HOV (later than most I know).  And I've passionately purchased everything he's put out since. I loved The Bluprint 3 and was even on board for Kingdom Come and his little stint with Kanye on Watch the Throne.  However, after searching through the latest album I just don't feel the same connection or passion coming from the music anymore. 

Jay...we get it, you make a ton of money and you're married to Beyonce can we talk about something else now?

But, I digress.  In the fast paced, emotionally jaded, technologically driven world we live in, Mr Carter found a way to do something different.  For that he has my respect.

Taking a look at the big picture however, one must ask if it's worth it in the end.  While you could argue that Jay Z has become a part of the machine that hip hop has fought so hard to avoid you also cannot argue that maybe this is just the next stage in hip hop's evolution.  For someone like me who is working towards building from the ground up I'm sure it's a great probleem to have; to give in or to stay real.  

Jay Z has done a fantastic job of looking at himself at a product, a brand if you will, and as the times have changed so has he.  Jay Z has determined that he wants the brand that is himself to move into a larger audience with a greater reach so that he may keep growing and evolving as a businessman.  While we as fans may have the golden days of Jay behind us there's a lot to look forward too and to learn from on the business end from Mr Carter.  

I for one know I will be watching.