Pizza pays off for Planet Fitness

How do you convince people to come work out at your gym? Entice them with food.

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Most health clubs, Rondeau explains, cater to the roughly 15 percent 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 people who 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 percent,” he says. “We’re going for the other 85 percent.”

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