How Gyms Should Use Commitment Devices: The Role of Deposit Contracts in Attracting Consumers

Authors

• Zehua Hei, University of Northern ColoradoFollow
• Alan Morse, University of Northern ColoradoFollow

Abstract

Amid growing health concerns, increased competition among fitness centers, and declining staff-to-customer ratios, gym operators are seeking effective ways to reduce customer attrition. Drawing on Prospect Theory, this study examines how commitment devices in gym promotions (e.g., deposit contracts and transformation challenges) influence consumers’ intentions to join a gym. Two experiments with 609 participants (Study 1 = 204; Study 2 = 405) investigated the mediating role of perceived attractiveness and the moderating role of contractual flexibility. Results indicate that membership options incorporating a commitment device were perceived as more attractive, leading to stronger registration intentions. However, this effect was observed only under rigid contractual conditions and disappeared when contracts were flexible. As one of the first experimental studies to examine commitment devices in gym promotions, this research demonstrates that contractual flexibility can diminish their motivational impact and provides practical insights for improving customer acquisition and commitment strategies.

Recommended Citation

Hei, Zehua and Morse, Alan (2026) "How Gyms Should Use Commitment Devices: The Role of Deposit Contracts in Attracting Consumers," Global Sport Business Journal: Vol. 11: Iss. 1, Article 17.
Available at: https://scholarworks.sfasu.edu/gsbj/vol11/iss1/17