This reminds me of my ex gym. About a year ago they put counters on all the machines. After some time they decided most of the machines were not used often enough and should be removed to expand the free weight section (which was comapritavely busy). What the didn't account for was the free weight section was essentially busy with the same set of people who spend all their time at the gym for heavy training.

Myself and quite few others who come by themselves to the gym more infrequently andwere using the machines (you need a spotter for the same exercises on the free weights). Now both groups paid the same for membership, but they essentially removed the ability for one group to train, needless to say I moved to a different gym. By blindly following the data they optised for worse customers (you want people to subscribe but not show up often).