Setting weekly targets, annual resolutions, and five-year plans often appears tantalisingly elusive. Despite our best intentions, many of us need help to persist with the goals we set for ourselves. Next time you establish a goal, consider partnering with a friend. Recent field research by Assistant Professor Rachel Gershon and published in Management Science suggests that pursuing objectives with friends could make them more attainable. Gershon, in collaboration with Cynthia Cryder from Washington University and Katy Milkman from the University of Pennsylvania, specifically explored the effects of joint gym visits and found that attending the gym with a friend, although challenging due to the need to coordinate schedules, boosted gym attendance by 35%.

“While the coordination introduced a layer of complexity, we noticed that people were more motivated and attended the gym more frequently,” Gershon remarks. “This underscores how social incentives, often underutilised, can help overcome other challenges in our path.” The study involved two groups over a ‘Gym Bonus Month’ lasting four weeks from February 1 to February 28. Each participant paired up with a friend, and each gym visit earned them a $1 Amazon gift card. One group received this incentive each time they went to the gym, regardless of their friend’s attendance, whereas the reward for the other group depended on attending together.

The findings revealed that those compensated only when attending the gym with their friends doubled their joint sessions and increased their overall gym attendance by 35%. Gershon and her team deduced that two primary benefits outweighed the logistical challenges of aligning schedules. First, individuals enjoyed their gym sessions more when social, which likely increased the frequency of future visits. Second, they felt a heightened sense of accountability when meeting a friend at the gym.

“Our research underscores two types of accountability,” Gershon notes. “People feel a sense of duty towards their friends, as they want them to benefit from the reward, but there may also be concern over their reputation should they fail to meet expectations.” Despite these advantages, Gershon and her colleagues discovered that over 80% of people, when asked, preferred not to coordinate gym visits with a friend, indicating a widespread reluctance to engage in joint activities despite the potential benefits. According to Gershon, this hesitation might be due to underestimating the motivational uplift and more robust social bonds such arrangements can foster, enhancing feelings of connectedness and community inclusion.

Additionally, the research highlighted that the social aspect of gym attendance was particularly beneficial for those who were less active initially. Among each pair, the friend who exercised less frequently before the study saw a significant increase in gym visits, suggesting that social incentives can be compelling for specific groups. Beyond the gym, these findings have broader implications for behaviour modification in various contexts. Companies looking to boost employee engagement in skills training might consider implementing joint incentives to enhance participation and strengthen workplace relationships.

Moreover, Gershon’s investigations into referral programs uncover further advantages. Many organisations incentivise referrals, such as offering a free membership month to recruit friends. This tactic not only helps to engage new customers but also boosts the motivation of current members, showcasing the crucial role of social networks in initiating and sustaining new undertakings. This role can be a catalyst, inspiring and motivating us to embrace new challenges.

More information: Rachel Gershon et al, Friends with Health Benefits: A Field Experiment, Management Science. DOI: 10.1007/s00394-023-03123-x

Journal information: Management Science Provided by University of California Berkeley Haas School of Business