It's a familiar story: for your New Year's resolution, you pledge that this is the year you'll lose weight. The next day, you show up to your local gym, hand the staff your credit card, and boom—you're a member. Fast forward to April, and you realize that despite that membership fee leaving your bank account each month, you haven't gone to the gym in forever. Sure, that's bad news for you, but it's great news for the gym. Their business model relies on the fact that some members never show up.