This is it. It's a well-established gym chain, their core business is getting subscriptions and making it hard to unsubscribe - not development. If you're lucky, they have a couple of in-house web developers working on website and database maintenance, who then ask a contractor to just "make it run like an app". If you're unlucky, they outsource all their web operations to a contractor that milks them every time they want to change a title from H2 to H3.

Isn't that the whole problem?

The core business of automobile companies is not software, but they're being kicked down by software companies.

You're not a software company until a software company shuts you down.

How could Puregym make it easier to unsubscribe? I'm sure I managed to do it in the app just a few months ago.