One of Planet Fitness' most significant departures from the norm is its firm rejection of the industry's lingering hardcore reputation. Its clubs go out of the way not to cater to zealous bodybuilders or powerlifters. There are no squat racks, dead-lifting platforms, or dumbbells heavier than 80 pounds, and "lunkhead" behavior-e.g., grunting loudly, dropping weights-isn't tolerated. In fact, franchisees are required to install a "Lunk Alarm" (similar to a police siren) that can be activated at the first sign of inappropriate behavior. If a member errs twice, they're ejected from the club-forever. The company's commitment to a casual nonintimidating environment generates memberships. Grondahl estimates that, for every lunkhead a club loses, it attracts 200 new members. "Gold's, World, Powerhouse-they helped create the fitness revolution," he observes, "but their brand, their image-which most people still associate with bodybuilding-is going to hurt them in the long run. The hardcore market just isn't viable anymore."