We've all seen some version of this guy in action. This gym claims that their locations are meathead free, thanks to their "Judgement Free Zone" philosophy. In other words, "members can relax, get in shape, and have fun without being subjected to the hard-core, look-at-me attitude that exists in too many gyms."
It's hard to tell how much of this idea is a gimmick and how much is actually enforced. The douchebag in the commercial is, after all, signing up for a membership as the stunned woman sits and stares.
By the way, I've been to one of their locations out on Long Island. It appears that there is some policing of their members, as evidenced by their "lunk alarm."
Thanks to Daniel for the video link.