Every January, gyms feel broken. Floors are crowded. Equipment is scarce. Classes are overbooked. Long-term members complain. New members feel exposed and unsure where to start. The usual explanation is simple: New Year’s resolutions. But that explanation misses the system underneath. The truth is more uncomfortable — and more revealing. Most gyms are not designed for everyone to show up. The Business Model Behind the Membership Gyms sell access, not attendance. Revenue is ge