American franchise “Planet Fitness” is planning on opening up their first Canadian gym in Toronto. Planet Fitness has a very unique business model which targets first time gym goers and encourages unfit people to exercise. “More than 80% of people do not have gym memberships” and this is usually due to the fact that many are intimated by the fit and large body builder types making them fee self-conscious. Many people are insecure about their bodies, creating a negative cycle of not exercising and becoming even more unhealthy. Planet Fitness is a ” judgement free zone” and has a “no lunks” policy that discourages the grunting that typically comes from large body builders, resulting in a more relaxing environment where people can feel comfortable working out.

Planet Fitness saw a great opportunity in Canada. The majority of gyms are intimidating, expensive, and tend to push first timers away instead of drawing them in. Planet Fitness’s business model is the exact opposite. They are low cost, and the furthest thing from intimidating. This opens up a whole new market in Canada. Now the percentage of people who want to become a member of a fitness centre have the chance at a low cost alternative. Planet Fitness is one of the first to target this market, resulting in their product (gym) staying in the consumers minds as the first or original “judgement free” fitness centre. If they are able to stick to their business model, the company should be quite successful in Canada, as they have been in the U.S.

Article: http://www.theglobeandmail.com/report-on-business/small-business/sb-growth/success-stories/us-gym-featured-on-the-biggest-loser-brings-judgment-free-ethos-to-canada/article21379199/