In Denmark, a gym offers a membership program where you pay nothing as long as you show up at least once a week. But miss a week and you have to pay full price for the month. The psychology is brilliant. When you go every week, you feel great about yourself and the gym. But eventually you'll get busy and miss a week. You'll pay, but you'll blame yourself alone. Unlike the usual situation where you pay for a gym you're not going to, your instinct is not to cancel your membership; instead it's to redouble your commitment.
- Free: The Future of a Radical Price (pg. 32)
This is a very interesting idea. If I had the means to set prices, I might offer a deal something like the following (for a 12x/month class).
Attend 1-2 classes = free (or 1/2 price)
Attend 3-11 classes = full price
Attend 12 classes (perfect attendance) = free (or 1/2 price)
I realize it could come to be viewed as punitive longer-term as clientele come to feel entitled to "free", but I thought it was worth thinking about.