What Total Fitness changed

• The number of clubs listed in their network increased from 19 to 20.

The competitor is growing its physical footprint. A larger network makes their "network subscription" more valuable because members can access more locations across Ukraine for the same price.

• Added a new promotional headline: "PAY HALF AS MUCH."
• Introduced a 50% discount for the first 4 weeks of membership.
• Added a call to action encouraging users to return sport to their schedule today.

The competitor is aggressively lowering the barrier to entry for new members. This price drop targets people who want to return to the gym but are hesitant about the cost.

• Removed the "Fitness Test-Drive for 1 UAH" promotional headline and description.
• Removed the closing marketing text emphasizing "modern, convenient, and totally controlled" access.
• The primary call to action now focuses exclusively on the "First Free Training with a Coach" offer.

The competitor has stopped promoting a low-cost entry point for new members. This suggests a shift away from aggressive lead generation toward focusing on their standard subscription model and free personal training sessions.