![]() People aren't willing to pay for services that are less than what they're accustomed to from the very beginning.Įquinox sets the bar high and maintaining that level of luxury in order to retain customers over time is difficult. As the length of membership increases, willingness to pay decreases. Our data polled from 2,578 Equinox and Planet Fitness customers showed that Equinox isn't maintaining their brand in the long run. When you go to Equinox, you get a luxury product with freshly scented towels and different amenities in the locker room. Even though they do have similar goals as businesses, they take very different routes. ![]() The pricing is so low that people might even forget about their membership and not care about it or just use it infrequently.Įquinox and Planet Fitness are at opposite ends of the spectrum in the fitness world, for pricing and for their approach as well. Their price range and brand identity revolve around these low prices-they want to be welcoming and get as many people as they can. There are two pricing tiers, a ridiculously low $10 a month option and a Black Card option for $21.99. Planet Fitness wants to be all-encompassing, and that shows in their pricing page too. “Judgment free” is a big component of Planet Fitness. The overall feel of the website is welcoming, aspirational, warm, and inviting. The homepage with “25¢ down, $10 a month” speaks volumes about what they're all about-accessibility. Planet Fitness is the Dunkin' Donuts of gymsĪt the other range of the spectrum we have Planet Fitness, a low-cost gym that is not shy at all about their pricing. When I got a discount, it seemed like it was coming from the rep, not a website It also lacks a certain personal touch that you expect from a high-end gym. Equinox wants to be exclusive, so offering discounts goes against this. Discounts can increase acquisition but at the cost of your brand. They have a ton of options on pricing, different regions, clubs, and features that you can sign up for but let the complexity of their system take over the pricing page. ![]() There are two aspects that drop the ball on the elegance that Equinox wants to convey: "I don't get luxury from this I don't get endless potential it's just like every other gym." The former has an ordinary feel that is not consistent with their identity as a brand: They have options for different regions or an “all-access” plan, but there's a big dissonance between the pricing page design and the rest of the website. ![]() They will also charge you a premium for that.īut head through to the pricing page and immediately all that exclusivity is lost. They will tap into your “endless potential” and make you a better person, a healthier and stronger individual, not just keep you in shape. They don't want this to be a regular gym for regular people. Exclusive means that it's not for everybody, and they make a strong point of that. They showcase this image strongly on their homepage, almost in an intimidating way. It wants to be your role model for your fitness goals. Equinox is all about elegance and luxury in the gymĮquinox is the kind of gym that offers an exclusive touch. ![]()
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