A friend of mine worked in sales for a big national gym. Not understanding their business model, he proposed a program that would generate some excitement among the membership and bring many of them in daily to participate. It didn't get shot down, it just didn't get any interest at all. When I explained it his eyes went wide, like it was a new idea to him. This strategy doesn't seem to be widely shared even with their own sales force.
He left and is now working for a company that actually wants its customers to use its product more.
The gym needs to have a bar making and selling overpriced "health drinks", and also a store selling overpriced merchandise; then getting more people into the gym would actually be profitable.
He left and is now working for a company that actually wants its customers to use its product more.