begin. You have begun to notice that your studios are experiencing an increased number of customers who sign up for classes, but do not show up to the class. The number of no-shows has increased from 10% to 20% over the past several months. This is problematic because it makes it highly unlikely for them to sign up for a monthly membership. Instead, they will just walk-in and sign up which makes it even less likely that they would actually show up for a class. Eighty percent of them are paying class-by-class because those with month-to-month memberships get fined $10 for every class they no-show