Why is virgin active this disappointing to long time customer

My father has become mentally challenged and went to virgin active Centruion to cancel his membership. After a explaining the situation they still refuse to cancel his membership with talking to him, we the call the manager who’s attitude was disappointing she had no empathy to the situation and want to talk to him in person even if he can even remember his close family or they wanted his admission documents. This was on a month to month contract. How desperate must virgin active be to treat long time playing customer so disgustingly. I have now cancel my wife’s and my membership. I will never return to a place that treats the elderly this bad