I used to work in the fitness industry, and we built apps for some big players (not PureGym, though they were a customer for other parts of our stuff). Anyway, we'd often sit in meetings with them to discuss new features. One time, we discussed adding notifications. They got hung up on this -- there were about 8 different departments -- and they decided to add a notification to ask how clean the gym was... because it was "safe". These people, in general, are terrified of scaring away members by bothering them about anything.
But yeah, we cared deeply about the UX/UI, but these things are built by committee and the committee is pretty dumb, very political, and non-technical.