Playing the devil's advocate: what if the higher contention ratios lead to 50% reduction in gym membership fee? All other gyms follow suit and consumers and gyms both benefit from the realization that not all members will be in the gym at the same time. Marketing departments start vying for consumers who they know are unlikely to attend everyday and lure them with annual sign up discounts.

Fast forward 3 years later, you come out with your pill and throw a wrench in the works. Now gyms realize they have to go back to the old pricing model because the economics have changed. Consumers will no doubt become upset at the prospec of having to pay more. Some gyms take a wait and see approach to see what other gyms will do. Your pill started it but really, it's not your fault or your problem.

What should the gyms do?