Choosing a gym isn’t just about finding the lowest price—it’s about finding the right value.
Over the years at 10.40.10 Fitness, we’ve helped thousands of people in the Northwest Chicago suburbs find the best, fittest version of themselves. But a lot of them started out at the $10 gym down the street, or trying some “quick fix” fad to lose weight.
What they’ve come to learn at 10.40.10 Fitness though, is that when it comes to the value of a gym membership, the cheapest option isn’t always the best one. Here’s how to evaluate what you’re really paying for, and why investing a little more in the right gym can give you a much greater return on your health, happiness, results and overall badassery.
Everyday Examples of Price vs. Value
Have you ever noticed that people can be as vocal about their brand loyalty as they are about things like religion and politics?
The truth is, people often fall firmly into the name-brand camp or the generic one. You’re either a Honey Bunches of Oats loyalist or you think the store brand is delish. You’re a Charmin enthusiast or your tush is content with a generic two-ply. There’s rarely a middle ground.
The same principle applies to price and value in many areas of life.
The Price-Per-Use Perspective
Let’s use a designer purse and a fancy, fictional lady named Betty as an example.
Years ago, Betty bought this super-glam designer purse for $5,000. Her friends and family thought she was off her rocker because, “It’s a PURSE!” But ten years later, after using that purse every single day, Betty’s cost breaks down to roughly $1.37 per day. And that’s a bargain when you think about how much use and satisfaction the purse has given Betty.
The same could be said for a quality pair of blue jeans, some well-made shoes, or even a durable YETI cooler. If you use it regularly and it adds value to your life, it’s likely worth the investment.
What this Has to Do with Your Gym Membership
Here’s why this concept is same-same when it comes to the value of a gym membership.
If you’re lucky, you’ve found a place like 10.40.10 Fitness, a place where you see results, feel supported, and look forward to every workout.
But if you’re like most people, you’ve tried everything: the big-box gym down the road, at-home programs, and maybe even expensive equipment that now acts as a clothing rack in your basement. We're not judging. It happens all the time!
With any of these things, think about your “price per use”:
- $10/month gym: If you rarely go (even if they serve free pizza), that membership isn’t giving you value—at least not the kind that improves your health.
- Home programs or equipment: If you’ve spent hundreds—or even thousands—on workout DVDs, apps, or a treadmill that’s now collecting dust, your price per use is essentially wasted money.
- $200/month gym: If you’re showing up five days a week, getting stronger, feeling healthier, and connecting with a supportive community, that’s a priceless return on your investment.
Why “You Get What You Pay For” Applies to Fitness
You see where this is going. It all boils down to the old adage, “You get what you pay for.”
You’re smart and you want to make good use of your money. Therefore, the dos and don’ts are simple: DO realize that your hard-earned dollar should be spent on things that provide you value, and DON’T pay for things that don’t provide it.
If you’re unsure, ask to try before you buy. (That’s why we offer a free trial class option at 10.40.10 Fitness.) Or look for testimonials and Google Reviews from people just like you.
Ultimately, a gym that costs more but delivers results, accountability, and a sense of belonging will always be more valuable than a cheap option that you never use. When evaluating your next membership, look beyond the price tag and ask yourself what kind of return you’ll get for your time, effort and money.
Your Health is Worth the Investment
Ready to experience the real value of a gym membership? At 10.40.10 Fitness, our members don’t just pay for access to equipment—they invest in results, community and long-term health.
Getting started is really simple. Just schedule your first free class today, and let us show you why a gym that delivers on its promises is worth every penny.
