Discount-operator McFit increases membership fee

In a widely spread promotion “your new McFit” the fitness discounter McFit has asked its members to submit their suggestions for further developments of the offerings. In total more than 1.400 ideas were submitted and the members could vote for them. More than 3.300 members voted for the best proposal “better air-conditioning and ventilation”.

Another suggestion by “Marvin” who demanded “free showers for an extra charge per month only for them who are interested” received about 1.760 votes from the McFit members. Obviously the McFit Management has taken this as an occasion to raise the membership fee for all members for three Euros to 19.90 Euro and offer showers for free in exchange.

While the 18-percent price increase does not make a significant absolute difference to each customer it leads to a considerable profits increase. Since McFit has about 1.2 million members in Germany, Austria and Spain the increase of three Euros per month leads to additional revenues of about 43 million Euro for McFit. From a strategic point of view the increase in price is the consistent consequence of the started revision and expansion of the service offering which leads to offers like Cybertraining, Box-Workout or Kinesis.

Whether member Marvin intended this with his suggestion can be questioned. But his idea should lead to enough additional capital for the company to fulfill the desire for a better air-conditioning and ventilation.

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