Most people today want to lose weight. And they want to lose weight fast. So when they start an exercise program, they want to exercise to lose weight fast. This is the precise reason that so many burn out so quickly from gym memberships. And this is the precise reason when you sign up for a gym membership, they will prefer that you sing a one or two year contract, and pay all at once, rather than month to month. Simply because most people give up after only a couple of months. So if they only sold month to month memberships, they wouldn’t make nearly as much money as they would. I don’t know of any other industry where they would much more prefer to sell you a product they know you aren’t going to use, simply because they stand to make more money.

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