What Everyday Fitness changed

• Added a new "smart gym" monthly plan for 1,350 грн.
• Replaced the "Light Fitness 1 рік" (annual) plan with the "smart gym" monthly plan.
• Increased the price of the 6-month "Фітнес" plan from 16,000 грн to 18,000 грн.
• Removed pool and group class access from the entry-level "smart gym" tier.
• Expanded operating hours for the entry-level tier (now open until 22:00 on weekdays instead of 17:00).
• Added a new 1-month "Фітнес" option for 2,000 грн.

The competitor is shifting focus toward more affordable, short-term entry points. By adding a low-cost monthly "smart gym" option and removing pool access from basic tiers, they are likely trying to attract a higher volume of budget-conscious members who only want gym equipment.

• Removed the "3 months free" bonus from 6-month memberships (Aqua+Fitness and Fitness plans).
• Increased the price of the 1-year Light Fitness membership from 18,000 грн to 21,600 грн.
• Increased the price of the 6-month Aqua+Fitness membership from 16,800 грн to 24,000 грн.
• Increased the price of the 6-month Fitness membership from 11,200 грн to 16,000 грн.
• Increased the price of the 1-year Aqua+Fitness membership from 25,200 грн to 27,000 грн.
• Increased the price of the 1-year Fitness membership from 16,800 грн to 21,600 грн.

The competitor has significantly raised prices across all membership tiers and removed a popular "3 months free" promotion. This suggests they are shifting focus from aggressive member acquisition to increasing revenue per user or managing facility capacity.

• Replaced the "3 months" Aqua+Fitness plan with a "1 month" option.
• Lowered the base price for this entry-level plan from 15,000 грн to 6,500 грн.
• Set the discounted sale price for the 1-month plan at 2,500 грн.

The competitor is shifting from long-term commitments to a low-barrier entry point. By offering a single month at a lower price, they are likely trying to attract new members who are hesitant to sign up for 3 months or more.