This is a question for Daniel based on his recent headquarters post. In that post, you stated the following:

“The CMM’s impact on the club’s overall health cannot be overstated. For example, during a multi-month period when CMM wasn’t actively marketing, the club’s new membership numbers significantly dropped and the Personnel Department was raising concerns the club’s current membership may not be sustainable.”

Are you referring to the drop in new membership numbers in January 2021? I looked back at your reports this term and how members found us did not, in my assessment, vary in any significant way at any point during this term. Is there a reason to think that any recent higher new membership numbers were caused by active marketing?

My assumption is that a less-actively-marketing CMM had nothing at all to do with the drop in new membership numbers that you are referring to. But perhaps you can explain why that assumption is incorrect.

Adam W.