The club charges a membership fee of $35 per year. The membership entitles George join 6 hikes a year, which he utilizes to the maximum. During a hike, he usually buys some hiking equipment and a sports drink from the club. On average, he spends $60 during each hike with the club and the cost of providing the required products runs to about $40 for the club. The club has a zero discount rate and loses about 30% of its customers a year.