Negotiation strategies that make money

On the weekend I  had a conversation with a friend who told me that she felt really bad that she had quit her gym membership. I thought she felt bad because she realised that she never goes and all the good intentions did not work out. However that was not the case. She has not been to the gym for the last 4 months but had continued to pay 60$ per week.  She knew that she won't go back and that she needed to cancel her membership. She felt bad telling the owner of the gym that she wants to cancel her membership as she felt that she was taking money from them. That is an interesting way of looking at it; she has never considered the other side, the gym owner. I am looking at it from the other side, they should feel bad as they have not contacted her during the four months asking her and motivating her to come back. All they were interested in was her money nothing else. She clearly showed the gym owner how bad she felt that she had to cancel her membership. I then asked he