And to retain members, Quist, of the Wisconsin club, is offering a month of free semi-private or group personal training sessions to new members, then a reduced rate if they continue with them. He is also slashing the enrollment fee.

But because people have little time to work out these days, lowering membership costs may not be enough, says Cedric Bryant, chief science officer for American Council on Exercise. He said people are also looking for time-efficient workouts, such as boot camp classes.

Sylvia Camacho, 53, a college administrator in Remsenburg, N.Y., said one reason she canceled her membership to The Firm Fitness in November was because she never used it.

"I started thinking about the time and money that it cost to be a member and me not making it there," she says. "I figured it would be a good thing to knock off my budget."

Ken Reinstein, 42, of Scottsdale, Ariz, said his family wasn't going to Life Time Fitness enough to warrant the $157 a month fee. He canceled the family membership in December and will use Scottsdale's cheaper recreational services instead.

"I own my own business," said Reinstein, who owns blue 22 pr. "I have had fewer clients at the end of this year. We definitely wanted to cut that $157 out of our budget."

None of this is to say that fitness centers are obsolete, says Dr. Pamela Peeke, senior medical correspondent for the Discovery Health National Body Challenge.

Mintel, the research firm, has found that people who join health clubs like the community atmosphere and are quite loyal — even if they stray from time to time, said Lockwood.

"You can't talk to that person in the DVD," Peeke says. "It's nice to have another human being who walks up to you while you're lifting weights or is in that class for yoga."

But she said health clubs will have to get creative.

Her suggestions: free lectures on stress management, workouts that focus on relaxation, discounts on massages, baby-sitting, monthly membership options and, of course, a slash in prices.