HHI Bought Fast Spent More Member of LA Fitness Planet 24 Hour Food Than $100 on Gym Fitness Fitness FF 2015 2017 2015 2017 2015 2017 2015 2017 2015 2017 2015 2017 All 217.7 223.9 43.0 27.2 53.8 56.8 4.3 5.5 5.9 6.7 27 4.7 4.0 HHI 66.9 64.3 8.4 5.3 10.0 8.8 0.7 0.8 1.5 1.6 0.8 0.6 Discussion 1. Compare the membership trends among LA Fitness, 24 Hour Fitness, and Planet Fitness. Are membership trends similar or different across genders and income groups? Consider the different marketing mixes of the three gyms; what do you think may account for the differences in membership trends? (Tip: You can use a tool like Google News to search for news articles about each gym in 2015 or 2017.) 2. Your friend told you that he envisions his gym being a place where people who are "intimidated" about going to the gym will feel safe and empowered to work out. Assuming this aspect of your friend's gym is going to be part of his positioning, which of the three competing gyms would you consider to be his most serious competitor? Why? 3. Which income group has experienced the greatest increase in fast food spending from 2015 to 2017? Do you think this information is relevant for your friend when thinking about the marketing mix of his gym? Why or why not?