Your friend told you that he envisions his gym being a place where people who are "intimidated" of 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? 

Year Total HH < $40,000 Men Bought Fast Food Spent Over $100 on FF Women 2012 169.0 HH $40,000-$74,999 48.5 HH $75,000+ 49.9 70.6 81.4 87.7 All numbers reported in millions (000,000s) 2014 168.5 50.3 45.8 72.4 80.8 87.8 2012 55.3 12.3 15.5 27.5 29.4 25.9 2014 56.5 12.5 15.2 28.8 30.0 26.5 Member of Gym 2012 43.2 7.5 10.5 25.2 20.4 22.8 2014 LA Fitness 52.1 2.9 12.2 2012 10.9 0.5 28.9 0.7 1.7 24.3 1.3 27.7 1.6 2014 2012 4.2 1.0 2.0 24 Hour Fitness 1.9 1.2 0.8 2.3 4.5 0.8 2.9 2.5 2.0 2014 3.6 0.6 0.9 2.0 Planet Fitness 1.6 2012 2.6 0.6 0.6 1.3 1.9 1.3 1.2 2014 4.9 1.3 1.3 2.3 2.3 2.5