> I think most every consumer looks at it like they look at every other recurring service

This may not address your comment directly, but I can feel a strawman forming that I'd like to get ahead of for others.

Fitness and entertainment are not comparable. If you're into fitness, you're in 100%, especially so at the competitive level. If you're an entertainment person, don't compare it to your Netflix bill, compare it to your grocery bill. Suddenly it makes sense.