Planet Fitness Marketing Strategy 2024: A Case Study

Planet Fitness has established itself as a leading player in the fitness industry with its unique marketing strategy. By targeting newbies and casual gym-goers, the company has been able to attract a diverse clientele and differentiate itself from traditional gyms. Let’s explore how Planet Fitness’s marketing initiatives have contributed to their success in 2024.

Targeting Newbies and Casual Gym-Goers

One of the key elements of Planet Fitness’s marketing strategy is its focus on targeting newbies and casual gym-goers. Unlike traditional gyms that cater primarily to athletic individuals, Planet Fitness aims to create an inclusive and non-intimidating environment for those who are new to fitness or prefer a more relaxed approach to exercise.

Creating an Inclusive and Judgment-Free Environment

Planet Fitness’s commitment to inclusivity and creating a judgment-free environment has resonated with individuals who may feel intimidated by traditional fitness settings. By fostering a sense of community and acceptance, Planet Fitness has been able to attract a wide range of individuals, fostering long-term loyalty among its members.

Affordable and Accessible Membership Options

Another key aspect of Planet Fitness’s marketing strategy is its emphasis on affordability and accessibility. The company offers a low-cost membership compared to traditional gyms with higher fees, making it an attractive option for budget-conscious individuals. This approach, coupled with the exclusion of amenities like pools and basketball courts, allows Planet Fitness to maintain low membership prices and reduce operational costs.

Commitment to Customer Service and Positive Atmosphere

Planet Fitness’s commitment to exceptional customer service is ingrained in every interaction within its facilities. Led by CEO Chris Rondeau, the company emphasizes a customer-centered approach and strives to create a friendly and supportive atmosphere. This dedication to customer service not only contributes to a positive experience for members but also fosters a sense of community and belonging.

Brand Awareness Campaigns and Social Media Engagement

In 2024, Planet Fitness has focused on strengthening its brand awareness through targeted marketing campaigns. The company has leveraged various platforms, including social media, to engage with its target audience and communicate its brand values effectively. By utilizing social media influencers and celebrities, Planet Fitness has successfully expanded its reach and increased its brand visibility.

Key Takeaways:

• Planet Fitness targets newbies and casual gym-goers, attracting a diverse clientele.
• The company focuses on creating an inclusive and judgment-free environment.
• Planet Fitness offers affordable and accessible membership options.
• The commitment to exceptional customer service contributes to a positive atmosphere and customer loyalty.
• Brand awareness campaigns and social media engagement have helped strengthen Planet Fitness’s brand.

Targeting Newbies and Casual Gym-Goers

Planet Fitness has revolutionized the fitness industry with its targeted marketing strategy aimed at attracting newbies and casual gym-goers. The gym’s layout and equipment are specifically tailored to cater to individuals who may feel intimidated in traditional gym settings, providing a welcoming and non-judgmental environment.

Recognizing that the majority of Americans do not belong to a gym, Planet Fitness focuses on capturing the attention of first-time or occasional gym users who are seeking affordable fitness options. The gym chain offers low-cost memberships with no long-term commitment, making fitness accessible to individuals from all walks of life, including those with lower incomes.

Unlike other fitness centers that often prioritize intense training or competitive sports, Planet Fitness positions itself as a place for individuals pursuing general health and wellness goals. With a relaxed and supportive atmosphere, the gym emphasizes its “Judgement Free Zone” philosophy, creating an inclusive space where everyone feels welcome and accepted.

One of the key offerings for Planet Fitness members is the Black Card membership. In addition to unlimited access to all locations, this membership provides exclusive benefits like access to massage chairs, tanning beds, and the Planet Fitness Spa, which features HydroMassage beds and Total Body Enhancement machines. This added value enhances the overall fitness experience for newbies and casual gym-goers, allowing them to relax and rejuvenate after their workouts.

To boost brand awareness and engage with their target audience, Planet Fitness leverages social media campaigns. By showcasing real members and their fitness journeys, the gym encourages others to join the movement towards a healthier lifestyle. Through relevant and relatable content, Planet Fitness creates a sense of community and inspires individuals to take their first step towards fitness.

The success of Planet Fitness’s marketing strategy lies in its ability to resonate with its target audience. By focusing on affordability, inclusivity, and a supportive environment, the gym has positioned itself as a leader in the industry, attracting thousands of newbies and casual gym-goers who were previously hesitant to join a fitness center.

Creating an Inclusive and Judgment-Free Environment

One of the key pillars of Planet Fitness’s marketing strategy is centered around the concept of inclusivity and providing a judgment-free environment for individuals to pursue their fitness journey. Recognizing that many people may feel intimidated or apprehensive about going to a gym, Planet Fitness has built its brand on creating a space where everyone feels welcome, regardless of their fitness level or experience.

By fostering an inclusive culture and implementing intentional practices, Planet Fitness has successfully developed a supportive environment that encourages individuals from diverse backgrounds to feel comfortable and empowered to pursue their fitness goals. This commitment to inclusivity extends beyond the gym walls and resonates with a wider audience seeking a non-intimidating fitness experience.

Studies show that inclusive practices within an organization can help in retaining a diverse workforce, as individuals are more likely to stay with a company that values and promotes inclusivity. Planet Fitness’s dedication to creating an inclusive and judgment-free environment not only attracts first-time gym users and casual gym-goers but also high-performing individuals who are seeking an environment that aligns with their values.

Leadership buy-in is crucial for the successful implementation of inclusive practices, and Planet Fitness has demonstrated a strong commitment from its leadership team. By making inclusivity a core value, Planet Fitness has created an organizational culture that embraces diversity and celebrates individual differences. This not only contributes to the overall effectiveness of the organization but also enables them to attract and retain top talent.

An effective way to assess the success of inclusive practices within an organization is through employee retention rates. Planet Fitness’s focus on inclusivity has resulted in a loyal customer base and a positive employee experience. By offering a judgment-free environment that promotes acceptance and inclusion, Planet Fitness cultivates a sense of community that keeps members coming back and employees motivated to provide exceptional service.

Planet Fitness’s commitment to inclusivity goes beyond the gym doors. Through their partnership with Boys & Girls Clubs of America and STOMP Out Bullying, they have made significant contributions to create safe and inclusive spaces for youth across the nation. With an initial commitment of $1.3 million and continued support, Planet Fitness has positively impacted the lives of thousands of children and teens.

Statistics on Inclusion and Bullying

• 9 in 10 teens believe the U.S. is lacking kindness and 96 percent believe it’s impacting the way they treat one another.
• In a typical classroom of about 20 kids in the U.S., an average of at least 4 (22%) have experienced psychological or physical abuse by a peer at school.
• Across the country, a child is bullied approximately every 7 seconds.
• Nearly 1 out of 4 (24%) Boys & Girls Clubs of America (BGCA) teens aged 13+ admit they were bullied in the last year.

By actively promoting inclusivity and working towards creating safe and supportive environments, both within their gyms and in the wider community, Planet Fitness exemplifies the power of an inclusive marketing strategy. Through their commitment to inclusivity, they not only attract and retain members but also make a positive impact on the lives of individuals, fostering a sense of belonging and empowerment.

Affordable and Accessible Membership Options

In line with Planet Fitness’s marketing strategy, the brand prioritizes offering affordable fitness options and accessible membership plans to cater to individuals of all income levels. By providing low-cost memberships starting at around $10 per month, Planet Fitness attracts budget-conscious individuals who may have otherwise avoided gym memberships due to cost concerns. This affordability factor has been a key driver in the brand’s success, allowing them to tap into underserved markets and appeal to a broader audience.

Planet Fitness understands the importance of providing options that suit different needs and preferences. Alongside their affordable basic membership, they also offer a higher-tier “Black Card” membership. This premium membership provides additional benefits, including access to all Planet Fitness locations, guest privileges, and extra amenities such as tanning beds and massage chairs. By offering a range of membership options, Planet Fitness ensures that there is something for everyone, further enhancing their accessibility.

One of the reasons behind Planet Fitness’s ability to expand rapidly is its franchise model. Franchisees primarily operate Planet Fitness locations, allowing for consistent brand presence in diverse locations. This strategic approach not only facilitates the brand’s growth but also contributes to the overall affordability and accessibility of Planet Fitness’s membership options. By partnering with local franchise owners, Planet Fitness can establish a wide network of gyms, ensuring that individuals have access to facilities in their communities.

*Price may vary by location.

To further streamline their operations and enhance the affordability of their memberships, Planet Fitness implements gym management software. This software enables gym owners to save time and reduce administrative work by an average of 30 minutes per gym member per month. By automating tasks such as membership management, class scheduling, payment handling, attendance tracking, and member engagement, this software enhances operational efficiency, ultimately contributing to the affordability and accessibility of Planet Fitness’s memberships.

One recommended club management system for Planet Fitness is WodGuru. With its comprehensive suite of tools, WodGuru empowers gym owners with the necessary features to effectively manage memberships, schedule classes, handle payments, track attendance, and improve member engagement. By leveraging technology and efficient management systems, Planet Fitness maximizes the value they offer to their members while keeping costs low.

In summary, Planet Fitness’s commitment to providing affordable and accessible membership options is a crucial aspect of their marketing strategy. By targeting budget-conscious individuals, offering tiered membership plans, expanding through franchises, and implementing efficient management systems, Planet Fitness successfully enhances accessibility to fitness for a broader clientele, fostering long-term commitment from members.

Commitment to Customer Service and Positive Atmosphere

Planet Fitness is dedicated to providing exceptional customer service and creating a positive atmosphere for its members. As part of their marketing strategy, they prioritize delivering an unparalleled fitness experience that goes beyond the gym floor. By fostering a supportive and inclusive environment, Planet Fitness ensures that every member feels welcomed and motivated on their fitness journey.

With over 2,400 fitness centers across the United States, Australia, Canada, Dominican Republic, Mexico, and Panama, Planet Fitness has established a strong presence in the fitness industry. Their commitment to customer service is evident in their continuous efforts to exceed member expectations. Planet Fitness gyms feature a range of state-of-the-art fitness equipment, including cardio machines, strength training equipment, and free weights, ensuring that members have access to the resources they need to achieve their fitness goals.

But what truly sets Planet Fitness apart is their dedication to creating a judgment-free environment. They strive to make every member feel comfortable and accepted, regardless of their fitness level or background. This inclusive approach is reflected in their low-cost membership options, such as the Basic Membership and the Black Card Membership, which cater to different needs and preferences.

In addition to offering top-notch equipment and facilities, some Planet Fitness locations provide group fitness classes as part of the membership. These classes not only help members stay motivated and engaged but also foster a sense of community within the gym. Personal training is also available for those who seek additional guidance and support in their fitness journey.

Furthermore, as a Black Card member, individuals can enjoy additional amenities such as access to tanning beds and massage chairs, further enhancing their overall fitness experience.

Planet Fitness’s commitment to customer service and creating a positive atmosphere has resulted in a high customer loyalty rate. The brand’s reputation for providing an inclusive and judgment-free environment has resonated with members, fostering long-term relationships and positive word-of-mouth recommendations.

The revenue and profit growth percentages demonstrate Planet Fitness’s financial stability and the success of their business model. They continue to prioritize customer service excellence and a positive atmosphere while adapting to challenges like the COVID-19 pandemic. Their commitment to customer experience, community involvement, and adaptability is a testament to their emphasis on customer satisfaction and social responsibility.

While Planet Fitness faces competition from various gym chains and at-home fitness options, their focus on affordability, excellent customer service, and a judgment-free environment has helped them attract a large customer base and maintain a positive brand image. They continually innovate to stay ahead in the industry and ensure that their members have an exceptional fitness experience.

Stay tuned for the next section where we explore Planet Fitness’s brand awareness campaigns and social media engagement strategies.

Brand Awareness Campaigns and Social Media Engagement

As part of its comprehensive marketing strategy, Planet Fitness has implemented brand awareness campaigns and social media engagement to expand its reach and establish a strong presence in the fitness industry.

With the rise of personalized video messaging campaigns as an effective marketing tactic, Planet Fitness has leveraged this trend to create engaging and interactive content that resonates with its target audience. Through personalized videos, they are able to deliver tailored messages and connect with potential customers on a deeper level.

Moreover, user-generated content has become a key player in the digital landscape, influencing brand perception. Planet Fitness encourages its members to share their fitness journeys and experiences on social media platforms, creating a sense of community and authenticity around the brand.

To effectively engage the target audience, Planet Fitness has adopted a content marketing strategy that focuses on delivering value. By providing informative and educational content related to fitness, nutrition, and overall wellness, they establish themselves as an authority in the industry and build trust with their audience.

Email, SMS, and MMS marketing are also key tools that Planet Fitness utilizes to engage with its members and increase sales. By sending targeted and personalized messages, they are able to provide relevant offers, promotions, and updates, ensuring that their members stay connected and motivated throughout their fitness journey.

In addition, member referral incentives have proven to be highly effective for acquiring new customers in the fitness industry. Planet Fitness rewards its members for referring their friends and family, creating a network of brand advocates who play a crucial role in expanding the gym’s customer base.

Planet Fitness also utilizes PPC advertising to target specific audiences based on demographics and location. This allows them to optimize their ad spend and allocate resources effectively, reaching individuals who are most likely to be interested in their services.

The fitness center also organizes challenges to keep its members motivated and engaged. These challenges not only provide a sense of accomplishment for participants but also strengthen the community and foster a supportive environment.

Furthermore, building a brand community is a priority for Planet Fitness. By creating opportunities for members to connect and interact with each other, they foster customer loyalty and create valuable marketing assets. This sense of community helps to establish a strong brand identity and facilitates word-of-mouth marketing.

To effectively manage and engage with their audience on social media, Planet Fitness social media care representatives use AI+ features like “Make it Longer,” “Make it Shorter,” and “Reword” to customize their responses. This allows them to craft personalized and tailored responses, ensuring that each interaction with customers is meaningful and relevant to their needs.

In terms of advertising, Planet Fitness has run paid ads across over 800 gym locations nationwide. This expansive reach, combined with a targeted audience and compelling ad content, has contributed to their success.

According to industry data, the average click-through rate (CTR) for Facebook ads in the fitness industry is 1.01%. To maximize their ad performance, Planet Fitness follows audience size recommendations of at least 400,000 people and age range recommendations of 35 to 65-plus for their Facebook ad targeting.

When it comes to lead generation campaigns, Planet Fitness aims for an average CTR of above 1% for their lead ads on Facebook. They have found that placements such as feed, right column, Facebook Business Explore, Reels, search results, and Audience Network rewarded video work best for driving traffic and generating leads in the fitness space.

Offering incentives like free workout sessions, discounts, personalized diet plans, or gym products can significantly boost conversions for Planet Fitness. By providing additional value and rewards to potential customers, they create a sense of urgency and motivation to take action.

To accelerate lead generation in a short period, Planet Fitness organizes six-week or 30-day fitness challenges that encourage participation and generate leads. These challenges provide a time-bound goal and create a sense of excitement and belonging among participants.

Collaboration with other gyms, recreation centers, and health and wellness influencers has also proven to be beneficial for lead generation. By partnering with like-minded organizations and individuals, Planet Fitness expands its reach and taps into new networks.

Finally, Planet Fitness identifies top converting channels for fitness marketing, including Facebook, Instagram, Google Search, and email. These platforms provide effective and targeted advertising opportunities, allowing them to reach their desired audience with engaging and relevant content.

Community Outreach Initiatives

As part of its comprehensive Planet Fitness Marketing Strategy, the company places a strong emphasis on community outreach initiatives. By actively engaging with local organizations and supporting various causes, Planet Fitness solidifies its position as a socially responsible and community-oriented fitness brand. These initiatives not only contribute to the betterment of society but also foster a positive and inclusive environment within their gyms.

One notable aspect of Planet Fitness’s community outreach efforts is its partnership with national organizations such as the Boys & Girls Clubs of America and other non-profits. Through this collaboration, Planet Fitness corporate team members have dedicated over 400 volunteer hours, supporting causes that promote health, education, and overall well-being for young individuals. Notable examples include volunteering at organizations like the Boys & Girls Clubs of Dorchester and Manchester, as well as the Blue Ocean Society for Marine Conservation.

In addition to volunteering their time, Planet Fitness team members actively participate in initiatives aimed at addressing broader community needs. For instance, they have sorted over 4,000 pounds of frozen food at the New Hampshire Food Bank, helping combat food insecurity in the region. Moreover, their dedication to environmental sustainability is demonstrated by the 19 pounds of trash collected by the team on Hampton Beach.

Another notable initiative is Planet Fitness’s engagement with St. Jude Children’s Research Hospital. In a heartfelt effort to provide support and spread joy, the company has created 100 virtual cards for patients. This thoughtful gesture not only brightens the day of young patients but also exemplifies the brand’s commitment to giving back.

Furthermore, Planet Fitness and its partners have contributed more than $8.4 million to anti-bullying and pro-kindness initiatives since 2016, underlining their dedication to fostering a supportive and inclusive environment.

With more than 18.4 million members and 2,472 stores worldwide, Planet Fitness leverages its broad reach to make a positive impact on local communities. This commitment extends to its franchise model, with franchisees contributing a portion of monthly dues to local advertising and national advertising funds, further amplifying the impact of community-focused campaigns.

Through these community outreach initiatives, Planet Fitness demonstrates its commitment to making a difference beyond the gym walls. By actively engaging with local organizations, supporting charitable causes, and fostering a sense of inclusivity, Planet Fitness establishes itself as more than just a fitness brand, but also as a force for good in the communities it serves.

Celebrity Endorsements and Influencer Partnerships

Planet Fitness understands the power of celebrity endorsements and influencer partnerships in their marketing strategy. By collaborating with well-known individuals who resonate with their target audience, Planet Fitness is able to enhance brand visibility and generate interest in their fitness offerings. These partnerships not only drive brand awareness but also contribute to increased gym revenue, customer trust, and overall sales.

Celebrity Endorsements: Impactful Marketing Effects

Celebrities have the ability to influence consumer behavior and create strong connections with their audience. When Planet Fitness partners with local celebrities, they are able to tap into their existing fan base and leverage their influence to promote their brand. This type of collaboration offers impactful marketing effects at a lower cost compared to influencers with broader geographic reach. It allows Planet Fitness to target a specific local market and create a sense of community around their gyms.

Influencer Partnerships: More Than Just Social Media Reach

In addition to celebrity endorsements, influencer partnerships play a crucial role in Planet Fitness’s marketing strategy. Influencer marketing has been found to be 11 times more effective than other digital marketing tactics, making it a valuable investment for the gym. By engaging with influencers who align with their brand values and have a highly targeted following, Planet Fitness can create more meaningful connections with their audience.

When forming influencer partnerships, Planet Fitness emphasizes the importance of quality over quantity. They prioritize influencers with engaged audiences who are genuinely interested in fitness and wellness. By focusing on these partnerships, Planet Fitness ensures that their message resonates with the right audience, resulting in higher conversion rates and a more loyal customer base.

Building Strong Relationships for Long-Term Success

Planet Fitness understands that influencer partnerships go beyond a one-time collaboration. They believe in building strong relationships with influencers and their audience. Before reaching out for partnerships, Planet Fitness engages with influencers through social media interactions, likes, and comments. This approach helps create a foundation of trust and authenticity, leading to more meaningful partnerships and content creation.

When working with influencers, it is important to provide them with the necessary resources to promote Planet Fitness effectively. This includes high-resolution images and key messages that align with the gym’s brand identity. By equipping influencers with these resources, Planet Fitness makes it easier for them to share compelling content with their audience, ultimately driving brand awareness and engagement.

Measurement and Optimization for Success

To ensure the success of influencer marketing campaigns, Planet Fitness places a strong emphasis on measurement and optimization. By tracking metrics such as impressions, reach, and engagement, they are able to gauge the effectiveness of their partnerships and make data-driven decisions. This enables them to identify what is working and what needs improvement, ultimately optimizing their influencer marketing strategies for optimal outcomes.

Data-Driven Targeting and Personalization

Planet Fitness understands the power of data in creating effective marketing campaigns. With nearly 15 million members and over 2,000 locations globally, the company collects valuable information that allows them to target the right audience and personalize their messaging.

By utilizing data-driven targeting, Planet Fitness can identify the 80% of U.S. consumers who do not have gym memberships and shift their focus towards this untapped market. This strategic shift aims to maximize the company’s reach and capture a larger market share.

One key aspect of Planet Fitness’ marketing strategy is personalization. By leveraging the data collected from their members, Planet Fitness can provide personalized workout plans and promotional offers that cater to individual preferences and goals. This personalization enhances customer satisfaction and boosts retention rates, as members feel that their fitness journey is tailored specifically to them.

Benefits of Data-Driven Targeting and Personalization

Implementing data-driven targeting and personalization techniques brings several benefits to Planet Fitness:

• Improved Efficiency: Through data-driven targeting, Planet Fitness can optimize its marketing efforts and ensure that resources are allocated to the most promising segments of the market. This strategic approach increases efficiency and allows for better return on investment.
• Enhanced Customer Experience: Personalization allows Planet Fitness to create a more engaging and relevant experience for its members. By delivering tailored workout plans, customized offers, and personalized content, the company can foster a deeper connection with its audience and make them feel valued.
• Increased Customer Retention: Personalization plays a crucial role in boosting customer satisfaction and loyalty. By offering personalized workout plans and relevant promotions, Planet Fitness can keep its members engaged, motivated, and committed to their fitness goals. This, in turn, leads to higher retention rates and a stronger customer base.
• Competitive Advantage: With the fitness industry becoming increasingly competitive, data-driven targeting and personalization give Planet Fitness an edge. By understanding their target audience and delivering tailored experiences, the company can differentiate itself from competitors and attract new members.

As the next wave of digital marketing in the fitness industry emerges, data-driven targeting and personalization will continue to play a vital role. The integration of virtual reality workouts and AI personal trainers promises even greater personalization and user experiences, further driving gym memberships.

It is worth noting that the success of data-driven targeting and personalization relies heavily on accurate data collection and analysis. Tools like Google Analytics and social media analytics enable businesses like Planet Fitness to track and analyze key metrics that measure the effectiveness of their marketing initiatives. These metrics include website traffic, social media engagement, leads, conversions, and customer retention rate.

By harnessing the power of data-driven targeting and personalization, Planet Fitness is at the forefront of creating tailored fitness experiences for their members. This strategic approach not only enhances customer satisfaction but also positions the company for continued growth in an evolving digital landscape.

Franchise Model and Strategic Expansion

Planet Fitness’s remarkable growth and strategic expansion can be attributed to its successful franchise model. By partnering with franchisees, the company has been able to rapidly open new locations in diverse markets, tapping into previously underserved areas and expanding its reach.

The franchise model adopted by Planet Fitness allows for rapid expansion while minimizing the capital investment required from the corporate entity. This has facilitated the company’s significant growth over the last decade, from around 200 clubs to over 1,700 clubs. With a strong emphasis on simplicity and accessibility, Planet Fitness has strategically positioned its gyms to cater to a wide range of potential clients.

One of the key factors that contribute to Planet Fitness’s franchise success is the specific fees associated with becoming a franchisee. In addition to an initial franchise fee, franchisees are required to pay ongoing royalties to the company. This revenue stream helps support the overall growth and profitability of the franchise network.

Planet Fitness’s strategic approach to expanding its franchise network has allowed the company to establish a consistent brand presence across all locations, ensuring a high level of familiarity and trust among its members. As a result, the franchise model has proven to be a winning strategy for both the corporate entity and its franchisees.

To summarize, Planet Fitness’s franchise model has been instrumental in its strategic expansion. By partnering with franchisees, the company has been able to rapidly open new locations, tap into underserved markets, and maintain a strong brand reputation. The franchise model, with its specific fees and low capital investment requirements, has contributed to Planet Fitness’s success and growth.

Conclusion

In conclusion, Planet Fitness’s marketing strategy has been instrumental in their success in the health club industry. By targeting newbies and casual gym-goers, the company has been able to attract a wide range of individuals, including senior citizens who prioritize physical fitness.

Planet Fitness’s commitment to creating an inclusive and judgment-free environment has resonated with their members, leading to a strong sense of community and loyalty. Their affordable and accessible membership options have made fitness more attainable for people of all backgrounds and fitness levels.

Through brand awareness campaigns, social media engagement, and community outreach initiatives, Planet Fitness has been able to build a strong brand presence and connect with their target audience. Their partnerships with celebrities and influencers have further boosted their reputation and reach.

As Planet Fitness continues to expand their franchise model, their dedication to customer service, comprehensive workout experiences, and member events will be key to sustaining their growth. By monitoring key metrics and utilizing tools like Google Analytics and social media analytics, Planet Fitness can continually optimize their marketing initiatives and stay ahead in the fitness industry.

In summary, Planet Fitness’s marketing strategy, focused on inclusivity, affordability, and community-building, has solidified their position as a leader in the health club industry. Their dedication to meeting the needs of individuals of all ages and backgrounds, including seniors, has contributed to their mass-market success.