Most men will not admit that PF has what is needed for the average guy to stay fit. PF does not cater to the power lifter/muscle head. I'm 178lbs @ 5'11" and have tapped out the freeweights already so a steroid monster has nowhere to go at PF.
To make this guy worth while you really have to be creative since their diversity of machines are lacking. Every time I've had a workout there are too many treadmill empty so they may lose customers due to lack of machines. However, @ $10.00/mo. and a yearly fee of about $30.00 PF sure beats the other clubs in town that want double or more the monthly fee.
Service wise it would be a kind jesture to train the staff to actually acknowledge customers leaving and initiate a "good bye", "enjoy the rest of your day/night" or some other recognition.