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But a partnership with Planet Fitness is a stretch. It reminds me of retail banking.

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As branches become less important and more openly rejected by customers, banks have decided to make their lobbies into cafes. Because, we all know how much we want to go into a bank to buy our morning coffee. When your current pair is all sweaty and gross. No doubt it will increase foot traffic.

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Converting that foot traffic to repeat buyers is the key. The investors like the idea.

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Maybe even a chance for licensed product development? The trends have shown that work- and lifestyle-like services are replacing unused mall spaces. From shared office spaces to gyms and restaurants mixed-use retail is the next phase of this retail evolution. This is exactly what it needs to be — a high profile test with, in my opinion, a high probability of success.

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Landlords across the world are willing to write the right deals for traffic drivers. Malls in Asia and Africa have gyms, day care centers, libraries and schools as tenants.

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This partnership has limitations. Much of the routine traffic is in and out.

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So true about in-and-out but I think the evening crowd is more likely to stick around. Time will tell if this is a successful partnership. The more you try, the better chance you will find the winning recipe. While the consumer demographics for both entities might be a match — bargain hunters and explorer Millennials — this deal feels more like a real estate solution with limited merchandising legs.

Besides fitness clothing and equipment, how else will the tie-in work? Since most Planet Fitness clubs are owned by franchisees, signup fees vary.

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Even once you account for the annual fee and signup fee, the Planet Fitness is affordable. Planet Fitness Andrew H. You get access to your home club, plus free fitness training. Upgrading to the Black Card membership comes with a few more perks.

You can use your membership at any Planet Fitness location, for one, and are allowed to bring a guest for free.

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