What’s taken the company, which began in 1992 as a small operation in Dover, N.H., to a nationally dominant chain? Rondeau says its all about targeting the right audience. Most healthclubs, Rondeau explains, cater to the roughly 15% of Americans who consider themselves fitness nuts and love to work out.Planet Fitness’s goal, on the other hand, is to attract the much larger percentage of peoplewho want to be healthier but may only use the gym a few times a month. “The rest of the industry is fighting over that 15%,” he says. “We’re going for the other 85%.” To accomplish this, Planet Fitness has mixed fitness with fun through itsmonthly pizza nights and a bagel breakfast on the second Tuesday of the Month.
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What skills/personal attributes are most important, in your opinion, to being successful? WM: All the P’s: p90X3 workouts Practice, Passion, Persistence, Presence and Promotion. It certainly doesn’t hurt to be good; but we’re still trying to figure that out. How important is image? WM: Depends on what “image” is.
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