I swim late at night at a gym that never closes. The ability to exercise at odd hours takes away one of the major excuses for not exercising at all.
The 24 hour option recognizes the bizarre nature of our work weeks. It also spreads out the crowd since, so they tell me, most of their customers exercise from 4 p.m. to 8 p.m.
And that raises this question: which other services should consider a 24 hour schedule?
[My nominees would include car repair and dry cleaning.]