The website was designed and developed to increase membership. Potential members are encouraged to "Join Now", "Sign Up for News and Updates" and receive a "Free VIP Pass". These forms were added to the site to encourage online visitors to visit the clubs. A revamped PPC account was developed to help potential members locate Midtown clubs in their area online. The website's audience depends on the specific Midtown club, (there are 10 in the United States and Canada), but members are generally high income families.
