"Less is More: How Simplification Helped Planet Fitness Succeed in the Gym Industry"

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1. People perceive value differently: When a gym offers multiple amenities, some members only use a small percentage of them, which can lead to the perception that they're not getting a good value for their money.
2. Planet Fitness' success was due to simplification: By removing extraneous amenities and focusing on the core needs of most members (cardio and weights), Planet Fitness was able to offer a lower-priced gym option that appealed to more people.
3. Price matters: By pricing their gym lower, Planet Fitness was able to attract more members who were previously hesitant to join a gym due to high prices.
4. Consumption patterns affect perceived value: When gyms offer many amenities, members may feel pressured to try everything, even if they don't plan to use it all. This can lead to a sense of waste and lower perceived value.

Source: How Planet Fitness Dominated The Gym Industry, Alex Hormozi