The Place (not) to be

Interesting article about how the manner in which you are charged for something effects how you use it. Got me thinking about Holmes Place membership. It seems to me that at peak times, particularly in January, they are almost getting to the point at which having their clients actually attending the gym is becoming a problem rather than a desideratum, so they need to discourage people from coming, while still encouraging them to keep paying. Despite this, it is still in their interests to encourage more people to join up, provided they don’t come, unless it’s off–peak. On top of all this, they want all those people who sign up and don’t come to renew at the end of the year nevertheless. This obviously involves enormously difficult and subtle management of guilt, goals and expectations.