Paying for Presence in a Distracted World: The Rise of BPAAS Subscriptions
Why Fitness Studios and Escape Rooms Are Becoming the Ultimate Distraction Detox
Walk around the inner city on a Saturday morning, and you'll notice fitness, yoga and Pilates studios at capacity with eager active-wear devotees. We live in an age devoid of boredom, addicted and obsessed with a passive, metaverse-driven existence.
To combat digital addiction, people are now brute forcing engagement and presence into their lives through what I call ‘Being Present as a Service’ (BPAAS) subscriptions. BPAAS subscriptions and services offer a powerful pull, utilising the combination of endorphins and dopamine, and the detoxification of a distracted lifestyle. Often cleverly branded, offering a variety of times and sessions, fitness and wellness services have captured a segment of users who seek engagement beyond exercise and movement. They are typically expensive, with some subscriptions costing up to $130 per week.
Watching movies at home, having coffee with friends, and attending a traditional gym were once primary activities, but have since transitioned into supporting roles for smartphone feed scrolling. These activities made more sense in an offline world with fewer distractions. Watching a movie was the escape from boredom. Coffee with friends would be about more than caffeine, soaking in undistracted ambience and atmosphere. Going to a regular gym with your workout written on a piece of paper didn’t have any distractions aside from attractive gym goers.
Despite the increase in video exercise instruction, apps and services that simplify training at home or away from a centralised location, they lack the benefits of a BPAAS subscription that include:
Accountability. Maximum class sizes and clear rules about bookings and cancellations ensure you book promptly and attend.
Commitment. Expensive subscriptions push people to maximize the value of what they’re paying for.
Community. You immediately plug into a group of like-minded people all working toward the same outcome—particularly valuable for those living alone.
High-quality facilities and equipment. Beyond what you could ever have at home, as well as expert guidance and instruction.
Variety. A great range of classes and options to maintain motivation.
Accessibility. A simple app and booking process make it easy.
Idle hands are the devil's playthings, and idle seconds are monetised by Silicon Valley social media companies converting almost everyone into smartphone substance abusers. Movies, cafe’s and traditional gyms all have brief moments of boredom and stagnation. Easy prey for your phone and its endless feeds. Even the well-intentioned fall victim, simply looking to take a note or quickly check something, before coming to mid-feed as if waking from anaesthesia.
Exercise, especially yoga, can be simply completed at home or in a local park. The pandemic led to an obvious shift toward at home exercise. While the barriers to access are low, the barriers to not completing it are also low. If you change your mind or oversleep, there are no fees or no regrets from an unattended booking. Even if you complete an at-home workout, you miss out on the shared effort and breathless satisfaction that only an intense group workout can provide.
I was personally sceptical about the benefits of BPAAS subscriptions simply because of the ongoing cost. But after recently immersing myself in the world of group HIIT exercise, I've found it to be arguably the healthiest addiction and the best return on investment for discretionary spending. Beyond the cost, the forced commitment and unexpected enjoyment from the community enhance the experience. The astute use of technology to manage bookings and simplify the experience provide additional engagement and gamify your progress.
The global escape room market, estimated to be almost $3B in 2021, is projected to grow to $7B by 2029. Groups of friends are literally paying to be locked in a room with each other, without their phones, to complete a short activity. Meditation, dark room and yoga retreats are all surging in popularity and price for those who need a longer detox that extends beyond the typical BPAAS session. This is a glimpse into the future of the metaverse, you can’t simply unplug. You’ll attend an extended distraction rehab a few times a year just to adapt to the grip technology has on your focus and attention.
The world will never return to an offline state, and I think many BPAAS subscribers are blissfully unaware that their activity goes beyond the obvious benefits, unknowingly escaping the metaverse. If you sit on public transport or stand in line without smartphone scrolling, you’re often the only one. BPAAS subscriptions are the new way to briefly escape the metaverse, reconnect with yourself and others, and recharge. As technology continues to proliferate, BPAAS options will scale in tandem.
Additional resources
Stolen focus by Johan Hari - Why you can’t pay attention- and how to think deeply again
Deep Work by Cal Newport - Rules for Focused Success in a Distracted World
Stillness is the Key - Ryan Holiday