Hard sell membership may be good for short term sales but won't generate loyalty.

I read an article by Aaron Crowe who talked about the unpleasant experience of being sold a gym membership. I could really relate as I've gone through the same process recently myself. The sales pitch was so intense that, despite joining, I resigned a couple of weeks later. I'd found I'd really come to resent the entire process and going to the gym reminded me of it. I ended up joining another gym with a much more relaxed and friendly atmosphere. Thankfully not too many associations have chosen to follow the membership sales approach adopted by many gyms.