Alright, bear with me, I'm going to try to make my thoughts clear...
I think having all these gyms is making the brand weak as a whole. And this can be said for other gyms that have expanded in similar ways. But, to be honest, I can't think of another gym who has expanded the way that CEA has. Even with Cali, the gyms are mostly California with the few nearby in AZ and Vegas.
To the little cheerleader in me, CEA used to be like an idol. And, the idea of being on a CEA team was so cool. But, I knew it could never happen as I lived in CA and they were only in NC. So, CEA was something pretty special because they were out of my reach. Now, they are all over the place. I feel like they are losing their original sparkle because they are popping up on every street corner. It would like if In-and-Out expanded through out the US. Yes, they might make more money as a business. But their "west coast" image would be lost since they are no longer exclusive.
And, as if the crossover situation wasn't already drama, they've made it worse for themselves. They made a bunch of small gyms who are going to rely on crossovers in order to field teams.
As a parent, would you be willing to have your kid cheer at a satellite gym knowing that they would be sent to the KVille gym if they progressed enough? Like, would you purposely hold them back so they don't have to make a potential commute?
I still question all of this and I'm struggling to not see them as "greedy."