When I saw this headline I assumed it was a lifetime membership. It's apparently the annual cost. I guess this would be good for someone who would be 'guilted'

When I saw this headline I assumed it was a lifetime membership. It's apparently the annual cost. I guess this would be good for someone who would be 'guilted' into going to the gym because of the (admittedly sunk) cost of the membership fee — but for whom the regular membership fee of just $4,000/year is an insufficient motivator.