Marketing

While observing a Planet Fitness marketing commercial, we as a group deciding to pick this commercial. We felt that Planet Fitness only caters to people who are new to the gym or at the beginner level in fitness. As we were doing research on Planet Fitness we found that the facility isn’t your average gym. They don’t offer the same type of equipment that caters to people that range from beginners to advanced athletes, they only have light to medium heavy weights which are the dumbbells that range from 2.5lbs to 75lbs and the rest of the equipment are mainly machines mostly geared towards cardio fitness. A feature that they have in there gym’s is ``The Lunk Alarm``. This is where if an individual while working out grunts or makes any loud noise such as dropping the weights an air raid siren –style alarm will go off along with flashing lights. This alarm brings attention to any individual having them publicly humiliated. The individual is able to set off the alarm a maximum of three times before his membership is terminated and he is forced out of the gym. While this gym offers low rates, free pizza one night a week to all gym members and all the candy you can eat 24/7 it’s a gym that is designed to sabotage the individual's health and their chances of improving their daily lives while feeding their bad habits.

We as a group feel that this marketing commercial is not effective. Since Planet Fitness is a gym that prides themselves on the slogan ``Judgement Free Zone``, it contradicts what the gym stands for, which is not intimidation or judgement. The lunk alarm brings attention to the individual causing them to feel embarrassment, humiliation and room for them to be judge. Commercials that Planet Fitness use for their marketing seems to reinforce the stereotypes that people have on bodybuilders as being unintelligent "Muscle Heads" for example, not being able to tie their shoes or do nothing else except lifting weights. The commercials make it seem like