Their entire brand is built on an anti-bodybuilding sentiment, a philosophy of anti-competitiveness and «no gymtimidation» and the chain is aggressively marketed as a friendlier alternative to traditional gyms, the antithesis of both the old - school
hardcore gym and the boutique fitness model: a judgement - free zone away from those sweaty, steroid - addicted
meatheads obsessed with lifting heavy stuff off the floor or gorgeous women with perfect bodies who'll fat shame you to death.