behavioural economics fitness

Behavioural Economics | Cognitive Biases | Fitness Retention | Uncategorised

Why Clients Resist Change: What Fitness Professionals Can Learn from Cognitive Inertia
ByRay Smith August 27, 2025April 24, 2026

The Hidden Force Behind “Stuck” Clients Have you ever wondered why some clients resist change even when they know it will help them? Why do members cling to the treadmill when strength training could deliver faster results? The answer may lie in a powerful psychological force. It is called cognitive inertia. It is the tendency…

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The Psychology Behind Restart Resistance in Fitness
ByRay Smith August 23, 2025April 24, 2026

Fitness clients hate the idea of “starting over.” New research on doubling-back aversion shows why. Doubling-back aversion in fitness marketing can impact motivation. Discover practical strategies for gyms to re-engage members and boost retention. Shape fitness marketing that emphasises progress, not resets. Why “Start Over” Sends the Wrong Signal Picture a member who has been…

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