Value Chain

I've been a member for years. Cancelled membership to relocate for work to an area in the country without a Virgin Active gym. Returning back home to join the "VA family" again and spend hard earned cash and VA want a R3000 cancellation fee upfront before I can join for my time away. Who, in their right mind, in the current market, with competition knocking on the door, puts the client last in the value chain?