The shrewd parts of my brain can’t help but admire Planet Fitness’s business model. It’s a gym made for people who don’t like gyms and don’t want to go to them, which must be a huge slice of the market for gym memberships.

More specifically, they market to people who are afraid of the gym — people who dreaded gym class and dread commercial gyms, but still want to be fitter and healthier.

Helping this segment of the population get fit, if that’s their intent, is a noble and honest goal. I remember how intimidating it was to go at first. I pictured muscle dudes and fitness models rolling their eyes as I huffed and puffed after ninety seconds on the NordicTrack, and struggled to unrack a fifteen-pound dumbbell. I assumed I’d have to bear the pitying gaze of gym regulars for a good six months before I was fit enough to be accepted, or at least ignored.

That’s not what it was like, of course. By the third time you go to a gym, you’ve surely noticed that nobody cares what you do unless you’re about to hurt someone, and that most people there are fellow amateurs. There are a few bodybuilder dudes and career fitness people, and they’re just there to do their routines and go home. Everyone is listening to earbuds and looking at their phones anyway.