One of the more amazing things about the health club industry is that all of them that collect monthly dues, do so with the explicit business plan that half of the people that are members will not show up to use their membership. It is one thing to allow for some no shows, but to purposefully hope that people give you money for doing nothing has always seemed like one heck of a dubious business plan to us. It doesn't seem much different from the Chicago panhandler who is begging for money on the street corner. He wants money for doing nothing too.
What's even more amazing is that the customer is implicit in this. We know that most people know that the gym doesn't care if you don't show up. It doesn't care if you change your body or life. It just cares that your payment goes through each month. The customer expects very little from the gym and so gets very little in the way of respect from them.
We think that a better way of doing business is basing everything around achieving a result for the customer, not just for supplying access to a location. Supplying access is just a smoke and mirrors act anyway. What you do is fill your place full of shiny machines, mirrors and high end looking finishes to get people distracted. Then you follow that up with the old locker room tour and show people how beautiful it is. It gets people justifying in their head the money that they are about to shell out. None of it has any direct correlation to their body or life changing though.
Results based fitness is still a foreign concept to the majority of health clubs and fitness centers in America. It takes the main responsibility off of the customer and puts the onus on the gym and that is something that they do not want. They would rather just keep collecting money for doing nothing.