Vince, I see the Fitness First (our very own version of Planet Fitness) opening up left/right & centre. Where do you advertise (besides yellow pages)?
fitness first are VERY different than planet fitness business model wise...
ff are a total service provider (aerobics/spin/cardio/weights/childcare/rehab etc) whereas planet fitness is no frills weights and cardio only.
now, ff may still be cheap in some places but that will only be until they squeeze the mum and dad owned gyms out of their markets by undercutting them.
once they have control in certain areas expect them to be up around $100 per month.
that is their long term plan and their sydney CBD gyms are financing it because most of their suburban gyms are losing money...