How Gyms Can Trick You Into Buying a Membership
If you’ve ever signed up for a gym membership but ended up not going there as often, you were the perfect client for that gym. Here are some of the clever methods that gyms use to get casual customers into buying a membership.
In a recent episode of the NPR Planet Money podcast, hosts Caitlyn Kenny and Stacy Vanek Smith spoke with gym architect Rudy Fabiano and behavioral economist Kevin Volpp about how gyms are attracting new customers. Here are some of the clever strategies they discovered:
- They hide equipment: According to Fabiano, the casual buyer will be intimidated by loud cars and massive-looking equipment, so they hide it from sight. Instead, they will have a chic welcome lobby that will make you feel like you are in a relaxed hotel.
- They make you sign a contract: We usually don’t like contracts that limit us, but when it comes to the gym, we convince ourselves that the contract will make us go to the gym more. This is what Wolpp calls a “prior commitment.” Whether you end up going or not, you will definitely pay.
- They offer low prices: Low prices make you sign a contract and don’t make you feel too guilty about never showing up, which is what they actually count on.
Overall, everyone agrees that gyms don’t really want you to use their facilities. They just want you to think that you will pay for this privilege every month without filling up their space or wearing out their cars. If you are planning to sign up for a gym membership, make sure that this is what you really plan to use. If you’re not 100% sure, you might be better off training at home. For smarter ways gyms are encouraging people to buy memberships, listen to the show below.
Episode 590: Money on the Planet | NPR Planet Money Podcast via Business Insider