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  • The more classes you attend, the cheaper it is - encouraging regular attendance
  • The more classes you attend, the cheaper it is - encouraging regular attendance
    Fitmob (2014) ©
CASE STUDY

Fitmob: get out of the gym

Every January, people rush to the gym - only to give up a few weeks later. Creating a community around exercise, Fitmob is redefining what it means to be truly committed to getting fit.

Location North America / Northern Europe / South America / Western Asia

Scope
Every January, frenzied hordes go rushing to their local gym, repenting the sins of their unhealthy lifestyle by resolving to work out and keep healthy – a mainstay at the top of popular New Year’s resolution lists. [1] But it’s often just a quick fix; 60% of gym memberships go unused, and attendance at the gym falls back to the normal rate around February. [2]

Attempting to combat the February drop-off by opposing rigid gym membership structures, an alternative movement encourages people to get outside, placing a strong emphasis on light-hearted (but intense) group ...

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