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.