In a past life I worked in marketing for the luxury gym Equinox I could go on about the fascinating complexities involved in selling a future that actually requires you to do more work than most just buying it. But I digress.
Some businesses are seasonal and fitness an easy example of this phenomena with its January resolution sales.
The lesser appreciated but no less important bump was always May. People believe this is the summer where they really get into their bodies.
You’d think people would join gyms at non prime-times but they don’t. Humans like that change is possible at every seasonal juncture.
And we are not wrong to have those aspirations. It’s beautiful to think this is the time I’ll really do it. This turn of the wheel will be the one.