startup positioning is what helps you program what's happening in the head of your customer and how he compares you to other folks in the market i find all gyms in europe have bad positioning Basic Fit Keep Cool etc. I don't do any difference between these seriously their communication is not good enough - it does not inject the right virus in my brain Keep Cool seems trying to be the gym for lazy people or social fitness thing - which i understood much later after reverse engineering their positioning in fact good positioning should make the user understand real quick in a few seconds where you stand in the market, how it compares to the rest etc. I understood Keep Cool positioning after 4 years of knowing this brand ... i have no idea what is the thing of other gym honestly ... i think there is still no McDonalds of gyms or Starbucks of gyms, like a gym that have a great brand, positioning, etc. that spread worldwide not sure what is the reason, might be more complex than food or coffees ### messy thoughts imagine bob imagine bob is super poor, like living in the street etc. but somehow he wears a $100m suit, he is clean, fit, etc. you'll think he is successful rich businessman yet he fooled you with his positioning in fact he is homeless ok