My daughter has been running her Planet Fitness business for over a decade now and it has been very successful. Of course she works very hard at it. Orange Theory is the expensive gym she talked about. Membership there costs $100 a month as opposed to what Planet Fitness charges, $10 a month. She also said people tend not to cancel their $10 a month charge even if they don't use it but when you are paying $100 a month you tend to cancel if you find yourself not going to the gym and of course most people who sign up don't follow through, only a very small percentage become regulars. People are attracted to the glitz and glamour and the high techy appeal of Orange Theory, according to my daughter, but in the long run you could get the same benefit at home or at Planet Fitness but without the stylish glitz and glamour of the latest thing and without the monetary outlay. Another thing my daughter mentioned is that she has intentionally opened gyms in places where the population is not that wealthy and can really use a gym that is affordable. She hopes she is doing some good in that regard.