Gym uses catchy phrase to attract business

INDIANAPOLIS (WISH) - WTF. You often see the expression used in text and email.

A quick text to a friend might say "The boss just yelled at everyone and slammed the door. WTF!”

But what does WTF stand for? WTF or   'What the (expletive) is a  phrase to express dismay or shock.

Drive down the 1100 of Washington and it is the first thing you’ll notice on a billboard trying to lure potential members to Planet Fitness. Some say the ad pushes the envelope.

“I would consider that inappropriate and very offensive,” said Natasha Bruce.

A few blocks away from the bold WTF billboard, another with the phrase OMG. It's the latest string of advertising to get folks to join Planet Fitness. 

The gym opens a new 24-hour facility Monday on East Washington.

Alejandro Martinez says the billboard caught his attention and believes it’s a unique form of advertising.

“They didn't spell it out they just said it in computer terms,” Martinez said. “Everybody is used to computer talk. It will be more relatable to the kids. ”

Jenn Hoffman is with Pivot marketing in Fountain square. Hoffman says advertising takes many forms. Some you opt into, others you don’t.

“With a billboard you can’t turn it off. You can’t turn away you are driving and you are forced to see it.  So it might offend those who didn't opt into that advertising,” Hoffman said.

Hoffman says these campaigns are often cheaper. Plus, a more effective way to reach consumers.

“We are talking about it so it worked in a sense. It depends what the brand strategy is and who they are trying to attract,” Hofman said

Turns out, the WTF in the planet fitness sign stands for Wow, that's fantastic.

The company’s Regional Director,  Melanie Dawne,  says the goal is for members to walk away with a fantastic experience.

“We are judgment free zone meaning we want to provide a non intimidating environment for people that dress general fitness needs,” Melanie Dawne said. “Most of our members across the entire county are first time gym members.”