>>What should the gyms do?

Be Honest. They can invent a new business model based on transparency. Imagine if price is not fixed but you are charged per use based on the traffic at the moment. It could be similar to what Uber does, price based on demand.

In terms of ISPs, I think there should be a micro transaction exchange where I can buy X minutes of data transfer. If Verizon is clogged I switch my router to connect with ATT etc. All networks should create a single broker device thats given to each consumer.