67% of gym memberships go completely unused...
USA Today did a study a few years back that showed 67% of gym memberships go completely unused.
The business model is based around high levels of people paying, but not using. This allows very low price points, so low that many people won’t bother to cancel even if they never use it. The lower the price, the more they are counting on a high percentage of paying members never showing up.
Some go even further, and build their gyms in a way that makes it very hard to get any real results…. Over abundance of machine based exercises, unhealthy free snacks, etc. If you aren’t seeing real results, you’ll stop going (but hopefully keep paying)
Smaller fitness studios charge more, but 100% of those people paying are attending, and 100% of those people attending are seeing results, otherwise they’d stop going and stop paying.
So if you have tried the big budget gyms and failed, it’s not your fault. That was the plan, they want most of their members to fail, that’s how they stay in business.
This spring, do it right, join a program that wants to see you there 3x / week and see you succeed 🙂