Planet Fitness is built hoping you never walk in.

Planet Fitness is the purple-and-yellow gym chain that famously charged $10 a month for decades, now $15 for new members. A single club averages around 7,200 members. The floor only holds a few hundred people at once.

Those numbers only work if most members rarely come. They do. At $15 a month the price is cheap enough that canceling feels not worth the effort, and canceling is made deliberately annoying: many clubs require a mailed letter or an in-person visit. So the bank draft just keeps going. Paying for a gym you never use is called breakage, and at Planet Fitness it is not a leak in the model. It is the model.

You are not buying a workout. You are renting the feeling that you might.