However, research suggests that only 9% of people actually complete their New Year’s resolution(s) and they do it by having interim goals. A yearlong membership is somewhat of a “commitment device”. A commitment device is something that is used to hold people accountable. Gyms require a yearlong membership not only as a way to generate revenue but as a commitment device to get the well-meaning but unmotivated to stick to their resolutions. Resolutions tend to suggest a dramatic triumphant finale instead of slow, steady progress towards final success.

Source: Forbes December 29, 2023 12:53 UTC