I'd like to read more details on this.
I'm in this too. We set goals at weekly meetups (or email equivalent if we can't make it.) One guy keeps track of everybody's goals, whether they've achieved them that week or not, and penalties. There's a communal money pot. Goals tend to include: work productivity, personal project productivity, health/diet/fitness, social skills improvement, and personal life tasks (like moving, getting plane tickets, cleaning house.)
Related to the recurring topic of akrasia and anticipated near-mode losses, here's an article about "Gym-Pact," an arrangement whereby people precommit to pay penalty fees if they don't stick to their planned workout schedules.
In other words, they aren't charging customers money in exchange for a service, nor for violating an agreement associated with a service... rather, they are charging money as a service.
Had I encountered this in fiction, I would have considered it satire.
(I'm being somewhat glib here, admittedly: in this "experimental" phase, they are giving people free gym memberships as part of the deal, and using the penalty fees to pay for the memberships. But that doesn't sound like the ultimate business model.)