People might sign up for the gym with good intentions, but many don't make use of their membership, meaning it can feel like a waste of money. POPiN fixes this issue by letting New Yorkers pay for access by the minute. We explore the insights behind why alternatives to monthly plans are sometimes preferable.
Launched in July 2017, POPiN is a fitness app that gives users access to four members-only premium gyms in New York City. But instead of paying for an expensive monthly membership, they simply pay for the time they use at a rate of around $0.09-$0.25 a minute, using the app to sign in when they arrive and pay when they leave. The aim is to give people more freedom about when they work out. “We sought to create a platform that grants people complete control over their workout routine and fitness budget," says CEO Dalton Han.
Flexibility is a luxury that many people are happy to pay for – whether it’s those with hectic schedules or those who simply aren’t consistent with their gym routine. Offerings like ClassPass and KidPass – which provide the option to subscribe monthly to a range of classes and activities, rather than a single gym – work in a similar way. It’s a model that’s especially appealing to Gen Yers. Because while this generation has long been condemned as fickle and anything but brand-loyal, brands that let them enjoy their lives on their terms are the ones they’ll stick around for.
But in the fitness space, it’s especially apt, since lacking a routine often equates to losing cash. The average cost of a gym membership in the US is nearly $60 a month, yet 60% of them are never actually used. In fact, gyms only expect 18% of members to consistently use their facilities, so despite good intentions, forking out for a monthly membership can often be a waste. Apps like POPiN – and others like Aaptiv, a support network that advises on home workouts – provide a happy medium, enabling people to work out when they want and according to their budget.
Katy Young is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. She has a degree in American Studies and Film, and an MA in Journalism. Her interests include wild swimming, thinking of podcast ideas and singing in an all-female choir.
