Yes to the above. People tend to think that slapping MEGA GYM'S NAME on a small gym is going to draw customers.
And in the short term it probably does. The inital "omg MEGA GYM is coming" is going to entice people to leave their current gyms. But over the next few seasons, if the program is not run as well as other locations, the culture is not the same, the coaching quality is not there, etc. the inital OMG tends to level off as people go back to where they came from, seek out other options, etc. because they see that it is really just Old Program with MegaGym's name on it.