What are loyal members?

Many gyms go through the pain of increasing their prices. My gym does an increase every year and our members expect that to happen. But many gyms end up in doubt when increasing their rates and think about “loyal members” or sometimes even members state themselves as “loyal” and this way argue they should have special rates…

Can you see the contradiction in that statement?

Loyal members are the ones who would like you to increase your rates and applaud those decisions.