The Good Gym

Lots of start-up organisations at the moment seem to be choosing kindness as their key strategy, as optimistically advocated by Geoffrey Miller in ‘Spent: Sex, Evolution and Consumer Behaviour’ as a business model of the future. A case in point is The Good Gym, which pairs joggers with people in their neighbourhood who need errands running for them and for whatever reason are restricted from leaving the house themselves. It’s good-natured, ingenious and inspiring.

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The Good Gym