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I read an article in Mens Health about this gym in denver that uses negative reinforcement to motivate it's members.  They do suprise inspections on members cars looking for fast food and public weigh ins.  Members can expect to be called a variety of names if they don't meet their wieght loss goals or eat inappropriately.  Of course, people are lined up to join this expensive gym.

My take is that if this works for some people, great.  Do whatever works for you.  It does make people confront what they are doing.  Also, I imagine there is a ton of positive reinforcement for those that make their goals.

http://theantigym.com/