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Free Can Be A Strategy
photo credit: SashaW
In Chris Anderson’s book Free: The Future of a Radical Price, he tells clever companies that have reversed the normal flow of money, making something free or paying for what other companies are charging for. On example is a gym in Denmark that offers a free membership as long as you continue to show up. If you stop coming, you are charged the full monthly price. Pretty ingenious:
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.
The full book is available after the jump.
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John on July 20th, 2009 8:18 am
Hi, anyone has a notion which free gym people are referring to in Denmark? The only thing I find is is people talking about it. Many thanks, John
Dane Carlson on July 20th, 2009 10:38 am
I think that this is the place:
http://equinox.dk/
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