Virgin active poor service

i have been trying to cancel membership for 3 months. I tried calling the call centre several times and when i got a hold of a consultant i was told because i am not giving 20 days notice their is a fee that has to be paid. To avoid the fee i must call on the 1st which was identified as their busy period.

i was requested to call back on the 1st and when i tried several times everyday for the 1st week of the month and held the line until the call got disconnected and sending a contact me message with no response.

why is it so easy to join but so hard to cancel?