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Sydnor Mentioned in NPR Marketplace Piece

by Devin Lowe Wednesday, January 7, 2015
justin sydnor uw-madison wisconsin school of business npr

Justin Sydnor, assistant professor in Actuarial Science, Risk Management, and Insurance at the Wisconsin School of Business.

NPR’s Marketplace recently featured Justin Sydnor, assistant professor in Actuarial Science, Risk Management and Insurance, in a piece about the economics of gym memberships in the new year.

Sydnor says that although people think that purchasing a gym membership may help motivate them to exercise, it is often not the case. Of gym cardholders, about half never show up, according to Sydnor.

“Is the gym the easiest place? Is it the place that you're not going to struggle as much on a daily basis to go to?” he asked. 

Dan Acland, who studies behavioral economics at the University of California, Berkeley, echoes Sydnor’s thoughts. He says that the costs of going to the gym, ranging from getting out of bed to driving there, outweigh the long-term health benefits in people’s minds.

To hear the full piece, visit the NPR website.