I would think any business would try to drum up ideas on how to generate more business, especially something interactive such as this trendy App. As Mandalore said, having a special perk inside your establishment, in this case a fitness centre, would be ideal. However, the demographic for this fitness center is heavily focused on the female, 34-48 year olds. Mostly mothers, stay-at-home moms. They could offer silly rewards like, catch 100 Pokemons, and get 10% off your monthly membership, have a Pokemon training center inside your gym. In this case it's all rather pointless, seeing as this gym doesn't rank worth a fuck on search engines because they're too cheap and don't want to spend the money.