06/17/2026
A fitness studio owner told me they were "competing with $10/month gym memberships."
I asked, "Are you actually?"
They weren't selling access to equipment. They were selling accountability, community, transformation, and results.
But their website said: "Group fitness classes. $149/month."
We reframed everything around the transformation: "Join 200+ members who stopped starting over. Unlimited classes. Personal check-ins. A community that won't let you quit."
Same price. Same service. Completely different story.
They stopped losing to Planet Fitness the day they stopped comparing themselves to Planet Fitness.