APTER CASE STUDY PLANET FITNESS PRICING FOR SUCCESS50 How does going completely against the grain of a typical fitness club strategy lead to success? hat's the question that Planet Fitness appears uniquely positioned to answer. Most health clubs provide members with vast and seemingly valuable extra amenities, such as child care, juice bars and protein supplements, on-staff professional trainers, and a broad range of fitness classes. But y customers find the prices too high because they see lite value in some of these amenities Further reducing the value of traditional gym memberships, many consumers regard the social aspects unpleasant and off-putting-whether that means observing others with nearly perfect bodies posturing in the mirror or listening to grunting exercisers huff with every lift. While its competitors target upscale fitness buffs working on their six-pack abs, Planet Fitness successfully pursues an entirely different market: those who do not really enjoy going to the gym but know they need to do so to stay healthy. These exercisers are unlikely to hit the gym five or six times a week, making conventional gym memberships, which demand yearly contracts and fees of $49 to $95 per month, appear more expensive on a per-visit basis. Planet Fitness's formula is dif ferent: At $10 a month, the membership offers good value, even if customers get to the club only a couple of times each week.52 In combination with its low price point, Planet Fitness promises a clean, friendly, laid-back work- out environment featuring brand-name cardiovascular and strength equipment. Although it does not have the high-end amenities its competitors promise (e.g. pools, juice bars), the club maintains the key elements its members want: brand-name equipment, unlimited fitness training, flat-screen televisions, and large locker rooms. Its customers know from its advertising that they can expect a non-intimidating workout environment, or as Planet Fitness promises, "No gymtimidation. No Pricing Concepts and Strategies: Establishing Value CHAPTER lunks. Just $10 a month."$s With its foundation in the idea that simple is better,54 Planet Fitness has become the fastest-growing full-sized fitness club in the United States For those who want a little more, Planet Fitness also offers a premium PF BlackCard member- ship for $19.99 a month, which promises access to nearly all the clubs in the Planet Fitness chain, unlimited guest privileges, use of tanning and massage chairs, and half-priced drinks.55 In addition to these in-club benefits, Planet Fitness's growth has been reinforced by its effec- tive location strategy and marketing efforts that focus on attracting new customers. The low-cost monthly membership makes it easy to draw new members. Because most members come in only a couple of times each week, Planet Fitness also enjoys operating efficiencies and economies of scale, achieved by welcoming a high volume of members on any one day5 Planet Fitness treats customers like real people. What kind of fitness club offers members pizza on the first Monday of every month, bagels on the first Tuesday, and Tootsie Rolls on a regular basis? The kind of gym that had over 1,050 locations in 2015,s with an eventual goal of more than 2.000, and that attracts more than 5 million members and has systemwide sales approaching $700 million.59 Questions 1. What benefits do customers receive in return for the sacrifice they make when buying a mem- bership at Planet Fitness? 2. How does this benefit-sacrifice ratio give Planet Fitness a competitive advantage in its industry? 3. Given its price strategy, why is it essential for Planet Fitness to continually attract new members? Do its high-end pricing competitors face the same need? Why or why not