Experimental evidence of limited attention at the gym

Abstract In a randomized field experiment, we show that low-cost intervention, weekly email reminders, increases the exercising frequency of gym members by 13%, with effect being larger for class training (19%) than free (11%). We find nearly all types individuals benefit from reminders (e.g., students, nonstudents, women, men, new members, recurring members), and this persists in three-month posttreatment period. Furthermore, increase visits is partly driven an number bookings classes slight decrease share are canceled. Limited attention habit formation can best explain these results. contrast to attendance, do not any on duration renewal membership contracts.