The Concept of Free: What Are Your Customers Worth?
I talk to a lot of gym owners and lately many of these conversations center around the so-called "race to the bottom" endemic to box gyms. Gyms that have been around for a while look askance at new entrants to the market and heap scorn on Groupon specials, cut-rate memberships, and other perceived offenses to the bottom line.
“These other gyms are practically giving it away,” the complaint goes. “How can my business compete with free?”