My take is that the gym changed course, and instead of having half ghost customers who only reluctantly pay, they choose to go for heavy users who will take spa

My take is that the gym changed course, and instead of having half ghost customers who only reluctantly pay, they choose to go for heavy users who will take space, but also book coaching sessions, buy products and are more than willing to put the money on the table. If it's really what happened I'd see that as a pretty great move.