Health clubs are booming. It is claimed that this must be a positive sign about modern society, in that people now appreciate that a healthy body is needed in order to sustain a healthy mind. But that claim is mistaken because what those optimistic conclusions fail to appreciate is people's ability to deceive themselves. Surely if someone is really keen to stay fit they go jogging rather than join a health club? The health club phenomenon is just an example of how easily people can be swayed by marketing. They pay to jog on the spot when they could jog around the park for free. The vast majority of members barely use their health clubs and feel they are achieving something just by paying the fees.