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For me, it's proximity. I work out on at lunch time so it has to be near my office (within 5 minutes or so). If it is not convenient, I won't go regularly enough. The gym I used to work out at is across the street from my office - alas, they were taken over by GoodLife who are gobbling up every independant gym they come across and they wanted to more than double the rates I was paying! So, I downgraded a little and started going to the smaller gym in the building I work in for 1/3 the cost. So far, so good!
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Si vis pacem parabellum.
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