Schedule

A small schedule, on purpose.

Most gyms brag about sixty classes a week. We don't.

That's it. Fourteen classes a week. We could fit thirty more in the calendar — we don't, because more options means fewer people show up. The behavior science is boring and consistent on this. When you have sixty options, you skip class. When you have two — morning before lunch, or evening after work — you go.

You also see the same people every time, which is the part nobody mentions but everyone misses about gyms: it's the cohort, not the equipment, that keeps you coming back. And every class is coached by Jack — not by an assistant who learned today's workout in this morning's huddle. Programming is written for the people in the room.

Less choice, more attention. That's the whole trade.