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Because places like Planet Fitness are not actually designed to accommodate the number of people who enroll as members. For instance, the gym used as an example in this episode of Planet Money had about 6,000 members, and yet the facility itself could only accommodate about 300 people at a time. If all the members who signed up actually went, franchises like that Planet Fitness would have to charge far more than $10 a month. In fact, of the members who get gym memberships, about HALF never actually visit the gym once.