I guess you can call me a gym rat; I have been someone who goes to his gym regularly for many years. I’ve belonged to my current gym for twenty-two years. I mix up my exercise time by swimming, sometimes lifting, an occasional run, weekly spinning, and I even attend a yoga class when I have time. Like the guy who eats too much at the buffet, my gym isn’t making money off of Rob Jolles! But I am not the norm.
I could have joined a few other gyms, but to me, they’re all pretty much the same – give or take a few machines, classes, or parking spots. There’s one that’s different. Planet Fitness is a gym that basically offers the complete opposite experience that my gym and so many others offer. That’s not my opinion, by the way. It’s their motto: “We’re not a gym, we’re Planet Fitness.” Well, I think they may be a gym, but regardless, they are a success story worth watching and learning from. For instance:
- My gym offers state of the art equipment. Planet Fitness proudly admits they do not. They offer treadmills, stationary bikes, elliptical machines, and basic weight lifting equipment. Nothing too fancy.
- My gym has an aggressive sales force. Planet Fitness doesn’t have a sales force.
- My gym has a lot of massive guys lifting massive weights making massive sounds. Planet Fitness might have a few massive guys lifting massive weights, but if they make massive sounds, the “Lunk Alarm” goes off!
- My gym judges you; it is what it is. Planet Fitness touts its Judgment Free Zone®, which means members can relax, get in shape, and have fun without being subjected to the hard-core, look-at-me attitude that exists in, well, my gym.
- My gym offers personal training for a fee. Planet Fitness offers personal training for free.
- My gym costs $84.00 a month, with a multiyear commitment, and a healthy initiation fee. Planet Fitness costs $10 a month, with no commitment whatsoever, and a $49 initiation fee that is often waived.
Don’t miss the message here; Planet Fitness isn’t for everyone. I happen to be swimmer and you won’t find me at Planet Fitness because you won’t find a pool in Planet Fitness. But Planet Fitness reminds us you cannot be everything to everyone. Ironically, doing so doesn’t strengthen your position; it weakens it.
This is not a new lesson, and there are plenty of other examples that prove this same point. In my mind, all fast food restaurants are the same… unless you go to Subway. With the help of a simple, unencumbered message delivered by a humble man who looks nothing like a pitchman, Jared and Subway reinvented themselves. They carved out a unique niche as a fast food restaurant that somehow serves food that will make us skinnier. Subway went from a forgettable sub shop to the number one fast food franchise in the world
To survive in business, you must identify what makes you unique, and commit yourself to it. By addressing everything most health clubs are not, Planet Fitness created a niche market for itself, and they are reaping the rewards from it; over 5 million members, and their popularity seems to have no bounds.
Below is a link to a classic commercial for Planet Fitness that sums it all up. Enjoy…
“I lift things up, and I put them down.”
Like many, I had to learn this lesson the hard way. Even if you ARE a “Jack of all trades,” marketing yourself as such will cause most people to assume that you are also a “Master of none.”
I was in business for more than 5 years before I found my niche … or it found me. Great article, Rob. Always fun to read your stuff.
…and here’s another funny PF commercial for you:
http://youtu.be/iFrV-TdBICY
You’re not alone Steve. One of the books I wrote took two and a half years to find a publisher. I was so proud of it because to me it had a large audience. I could not understand why the publishing world wasn’t beating my door down to publish it. Finally, one of my prospects asked, “Is it a self-help book, a business book, a business motivation book, or a travel book?” I proudly said, “All of them!” The prospect responded, “That’s why we don’t want it. No one will ever be able to find it.” I focused the book to a specific niche and sold it two months later. Instinct is to try and be everything to everyone. Logic say, find your niche and stay focused. As always, thanks for posting Steve.
One other thing. I looked over that link you suggested. I liked it, and was going to use the close up of the picture of the woman snarling. It scared my wife so I passed!
Rob, as a JOAT (jack of …) I could not agree more. Niche is key for differentiation (and hopefully success). Being a JOAT may serve well when left alone on desert island, but thats an unlikely life path.
But, the first step for most of us is thowing it all against the wall. Only the lucky few know from the get go what their path should be.
Once you find it, go for the niche with a laser focus and determination. If first efforts don’t pan out, you learn and refine you niche.
I think you hit it on the head Pat. The real challenge may very well be to figure out what your unique niche is! I think Planet Fitness, and many others gives us a hint. Figure out what everyone else is doing, and do the opposite. It’s a simplistic approach, but it does seem to work for many successful companies. Thanks for posting you JOAT you!
Hi Rob…another great BLArticle! I was trying to figure out how I should respond to this one…but I came up with ‘writer’s block’! I know you know what that is – since you’re a prolific, professional writer!
The last guest I had on my T.V. show – also has written 5 books – like you – and this last one was about how to deal with ‘writer’s block, among other things! This is not exactly on the topic of this BLArticle – “Finding A Niche” – but I thought it might be worth mentioning.
My guest, Judy P., simply said – when you can’t decide what to put on a blank page (‘writer’s block’) – “write what’s in your heart”!
That’s what you do, Rob, when you compose your very thoughtful, prolific BLArticles!
Keep up the good work!
JM
“C.T.”
You came up with writer’s block?! John, your TV show, Communicating Today, which has been airing for many, many years, has it’s own defined niche. You are an example of what was written about in the BLArticle®. You have a diverse guest list, and a message to those who want to communicate more effectively. It’s an outstanding show that always provides rich content. Welcome to your niche!
Great Blarticle…..Something that every business can learn from. However, when it comes to speaking what would fall under the niche category in your field?
Great question Ron. For me personally, many companies that I compete with have dozens of trainers that work for them and deliver their materials. I deliver every program myself. Some would say that weakens my brand, and company. I say it represents a defined niche. By controlling who delivers, I can promise qualified and consistent delivery. I see that as a strength, not a weakness, and a classic niche. As for the industry, another classic niche would be true subject matter experts – someone who has actually lived what they speak… like you Ron. When you speak about Change, you didn’t study someone else’s material. You’ve written a book about it, and you’ve lived this message. Nice niche!