Idea Napkin #2

You: I am Josh Gainer. I have been into fitness since I was 12 years old. I started working at a gym almost two years ago and have been a personal trainer for a little less than 2 years. If I started my business of Gainer's gym it would be a huge part of my life, hopefully. I say hopefully because if it were to succeed then it would become my career and a source of income.
What I offer to customers: I offer the anti-Planet Fitness. To the general public everyone loves PF but to people in the fitness industry they are a joke. They serve pizza and bagels on certain days and have rates so low that you do not feel bad about not going to the gym. Planet fitness does these things because their favorite customers are the ones that pay for memberships and never workout. I have actually researched a few articles on this and they do this on purpose to subconsciously make you feel like you get your money's with without exercising. That is why they give you a free shirt to join. Subconsciously you think I paid $10 and got a shirt that's worth it. Then the pizza and bagels if you get those most people would pay $10 for some pizza, again in your mind you just made that $10 worth spending without having touched a weight or cardio machine.
Who I am offering it to: I offer it to people that are serious about getting in shape. I offer it to people who are in shape that want to stay in shape or make even more progress. They will pay because it will be a great fitness environment, no ridiculous colors, no pizza, no hunk alarms. You wanna do some power lifting and bang some weights around? Go ahead. You wanna grunt because you are pushing yourself to the limit? Do it! Wear your stringers or sports bras it is not gymtimidation its motivation.
Core Competencies: What would set this environment apart is that we would make it all about fitness. We are not here to hold your hand and tell you that being 40% body fat is ok. We are here to make sure you have the things available to be a better person physically. I would encourage my members to help each other. Like I said no gymtimidation just motivation. See someone that looks bigger or better than you and you want to get to the level of fitness they are at? Just ask them. I would want my gym to be a hardcore fitness environment but also a family type bond between the customers.

The feedback I got was mostly positive. The only negative I would need to address is how to attract people who are not as serious about fitness into a gym of this kind. That part would be the hardest and yet most important part because as we know gyms like Planet Fitness are successful because they attract the "casual" fitness crowd. This would all come in the marketing aspect. We would have to craft a campaign that would show people that casual is not how you should look at fitness it is your life and health we are talking about. Heart disease is one of the biggest killers in America. Being overweight can cause all kinds of problems not just cardiovascular but joint and back pain as well. Working out properly can greatly decrease those risks. Things like the Adkins diet have made huge waves because people love to believe that fitness can be reached just by eating right and will always look for a way to put forth minimal effort. We would have to carefully show people that there is no shortcut to fitness and health in a positive to way.