What can we do about the other 9 out of 10?
They pay every month until they don't and cancel their membership in disappointment some months later.
A couple of idea -
Open a health club that people can't go to. Charge 10 percent of a regular club and have them cancel their other membership.
Provide a service that encourages people to go to the club. This can be done through some basic accountability.
What are some other options?