Controversial Planet Fitness advertising

At First Glance: I can see how people would think this is funny, but this seems pretty controversial for an upcoming fitness center. I don't see the benefit in singling the body-builder type out.

Planet Fitness recently ran this "not his planet yours" campaign. It is an interesting and direct approach to reach their target market, but it also clearly singles out their non-target. As consumers we generally see advertisements that attempt to reach their target market by appealing to the type of people the target consists of. Planet Fitness decides to reverse this concept and poke fun at the people that are not in the target. This approach seems risky. I wonder how it has worked out for Planet Fitness.