Why It’s Never Been Harder To Avoid The Gym

October 2017Words by Ms Mollie McGuigan

Photograph courtesy of KXU

Sometime in the past decade, you bought a gym membership with the admirable intention of mastering weights. But then you moved offices and got really into cycling and now you’re paying a hefty premium to loaf in a sauna once a month.

If this is familiar, it’s time to look towards the new model of flexible fitness memberships designed to meet the high expectations of the on-demand generation.

It began with ClassPass, the brainchild of Ms Payal Kadakia, a former digital strategist. The app gives users access to a network of studios and classes for one monthly fee. It launched in New York in 2013 then rolled out in over 30 cities worldwide.