In-person social organizations. Social isolation is probably the biggest cause of unhappiness in advanced countries. Having a strong social network has lots of advantages including providing better romantic and career opportunities, as well as improving physical and psychological health. Humans have a long history of dishing out lots of money to be parts of strong communities too--country clubs and fraternities have…
I think this is the reason Crossfit got so popular. People could go every day, see the same people, compete against them, etc. Definitely more expensive than a regular gym but offered more than just renting time on equipment.