As a Vitality member who joined Virgin Active prior to 2010, I enjoyed a discount on my Virgin Active premier membership fees. In 2010, this discount was reviewed and Vitality members who became members of VA from 2010 did not enjoy the same discount as those who became members before 2010. This year the former group's membership fees increased by approximately 10% and the latter group's fees were increased by 38%.The consultant to whom I spoke stated that there was no justification for this discrepancy, but that it was a business decision to bridge the gap between the 2 groups. She stated that it was doubtful whether the bridge would ever be completely bridged. However, should VA have similar increases in 2015, there will be no difference in the 2 groups' fees. However, in 2010, those who had joined prior to that year were assured the changes would not affect them. This does not appear to be the case now. While I respect the consultant's honesty, I question VA's honesty. It appears that VA's business deals are motivated by maximizing profits alone which, in essence, is greed. Do they ever take ethical factors into account? It appears not. They need competition.
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