This site applies behavioural science and cognitive psychology research to fitness marketing and retention, aimed specifically at gym owners. Every piece of content starts with a peer-reviewed study and gets translated into something you can apply in your gym or your communications without needing a psychology degree.
The Library catalogues the cognitive biases that shape how members make decisions, each one explained through a fitness lens rather than an academic one. The Blog runs longer articles that work through specific research and show what it means for retention, marketing, or how members actually behave. The Copywriting section narrows in on the biases that matter when you are writing ads, emails, or anything else where a reader has to decide whether to act.
Run by Ray Smith, thirty-plus years in the fitness industry.