Wait...then again, maybe there's a demographic that would find this engagement acceptable. Maybe that demographic was only interested in the focused blurb of $19.95 a month, if that's the case, you've succeeded in marketing your brand. Let's call it a "its only about the price model".
Above I say "I immediately knew".....what? That I could expect my personal expenses for a gym membership would cost me $19.95 a month. I had no further expectations that this might be a facility that was interested in me and my needs. I had no further expectations that this facility had potential programs or amenities that might fulfill my fitness goals. I had no further expectations that this facility was a place that would have an emotional "hook" that would seduce me to buy into their brand.
I'm not arguing that this "its only about the price model' is invalid, if anything, it's become a staple of the industry and satisfies the agenda of a specific demographic therefore, it deserves to own the province over which it reigns, that's a core-ideology-of-capitalism.
Conflicts arise however when like models try to occupy and own the same province, and usurp and/or undermine, existing fiefdoms (monopolies in trade) with their lower or identical price points. The popular argument is to differentiate, on all platforms, across your brand. It's been written about extensively in fitness editorial and all manner of expert testimonial has offered their take on the phenomena. We're not experts in this arena, nor do we wish, nor do we presume to be. Our roots and our livelihood however are tied to the fitness industry and we can't but help to see the fringe degeneration of the health-wellness component of fitness. Speaking ideology again, maybe this is the integral feature of the problem.
Brands that market on price with amenities and fitness as benefits to the membership fee are flourishing. For these models everything else, programming, customer service, club design and health and wellness are secondary in driving revenue. So and like "The Rise of The Machines" in the Terminator saga, which wrought a bleak and hopeless landscape for humanity, the non-health-wellness-secular-fitness machine has risen leaving the fitness industry with a predestination paradox, where is fitness heading?
"Brand Don't Trend"