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Planet Fitness Corporation: Don’t Ride the Bike of Shame
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Planet Fitness is calling 'bullfit' on myths that exercise performance is motivated by competitive classes, intimidating workout environments, and fitness shaming with new research and a new Stop the Bullfit campaign from independent agency Barkley. The fitness chain published The Bullfit Report, which uncovers Americans' true feelings and misperceptions about health and wellness. One such finding in the report states that making fitness a 'competition' isn't a win and that head-to-head challenges are demotivating to the majority (55 percent) of Americans who don't currently belong to a gym. In fact, 68 percent find leaderboards specifically demotivating. The concept is illustrated in the 'Don’t Ride the Bike of Shame' spot, where new gym-goer Carmen falls further behind on the scoreboard. She is group shamed by a spin instructor-turned-military sergeant who instructs the class to give Carmen the 'hiss of shame'.
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