Whilst watching TV the other day I cam across a commercial for a new website called Daily Burn. In a nutshell it’s a fitness website that gives you daily workouts based on whatever requirements you put into the system. It’s a great concept. One of the things that struck me about the commercial was the positioning that it’s super affordable compared to a session with a personal trainer. Taking that statement at face value, it’s absolutely true. But, is that really the basis you want to position your product on? That statement alone got me thinking about price wars in the fitness industry. It’s a fascinating topic for a number of reasons.