In a weird sort of way, this is a blog-length expansion of a flippant thought I put out as a tweet.
Everything in life (and business) is a bundle
— Karthik (@karthiks) August 3, 2020
Back to topic – gym memberships are a bundle. They bundle together the ability to use the gym over a long contiguous block of time. It doesn’t matter whether you want to go once a week or every day, in most gyms you have no choice but to buy the full bundle.
In some gyms (such as the one I was a member of before the lockdown started), there was more than the opportunity to use the equipment that was thrown into the bundle – the gym conducted lots of group classes every day. The option to join one of these classes (or maybe more – I never tried) was also bundled into the membership. Similarly, in an earlier gym I was a member of, the membership came bundled with the option to use squash courts, and use the gym bar.
The bundling made sense – cognitively it was easy on the members. The advantage of bundling is that marginal costs are kept at zero, which means mental accounting becomes far easier. Should I go to the gym today? I only need to think about whether I have the time and want the exercise. The decision is not complicated by money that I might have to spend. Similarly, should I join the class or just lift weights? Again depends upon mood and not on whether I need to pay anything for anything.
In any case, the pandemic and lockdown completely ruined the bundle. A lot of the options that were part of the bundle were forced to expire un-exercised since the gym was mandated to be closed (it’s unclear if they’re giving us any extensions of memberships once they restart this week).
Moreover, once the gyms restart (while they have been allowed to start on Wednesday, so far there’s been no communication from my gym on when they’re actually starting), they are likely to want to ensure some sort of social distancing. This means that the sort of bundles that they would sell earlier will be very hard to sustain.
Earlier, the bundle had both the option to attend the rather crowded 6:30 am class or the rather empty 9:30 am class. There was no differential pricing, and for good reason – mental costs were kept low. Now, in case the gym decides that the number of people per class needs to be capped (mgiht have to do that to ensure social distancing), the bundle will become unworkable.
It will be as if the members who can only attend the rather crowded 6:30 am class and no other class are part of the same chit fund, betting against each other so that they can attend their favourite class. From the gym’s point of view, this is not workable.
While gyms worldwide have for long benefited from extreme bundling (with massive discounts for long-term contracts), with the understanding that people won’t utilise a large portion of that bundle, the post-pandemic era that restricts the number of people who can attend the gym at the same time might cause this model to unravel.
It will be interesting to see how the gym pricing models evolve. I liked this model that a gym my wife briefly attended follows – which was like the mobile phone plans of olden days. For a fixed sum, you would be entitled to a certain number of classes that had to be utilised in a certain number of days (eg. 6 classes in a month). And then you would have to book online to book a class and exercise each of these options.
Then again, a lot of gyms belong to what I call the “passion economy” – people who are in business because they are passionate about something rather than because they are good at business. So I don’t know how rational they will be with their pricing.