Planet Fitness Consultant Report
My capstone course to graduate with a degree in Media Studies was called “Media Trend Forecasting”. Our final capstone project was to find a company that has been having a media issue and plan out a proposal to tackle that issue. I picked Planet Fitness based on its public perception of being a beginner-only gym. Through this process, I created a report that tied everything together.
Presentation and Report
My initial start with any project is to perform research first. I did a lot of digging to try and find out why people have such a negative opinion on Planet Fitness when I’ve seen so many success stories. There are so many good things about the gym, like the price, the locations and the amenities, but it’s overlooked because of things it has, like the Lunk Alarm, which goes off if someone is lifting heavy weights. My question was, “How can this place advertise itself as a judgment-free zone when it’s judgmental towards people deep into their fitness journey?” I wanted to show that Planet Fitness was not only for beginners but for anybody to continue to grow by creating the “PF Ambassador Program”. This program’s goal was to show that anyone is allowed in the gym for their own personal growth. I conducted a focus group study and used my findings to back up my claims. My presentation that won “Best in Class” and my consultant report are attached below.
