Yes, I'm going back to the road shows they had. I attended Trafford at the end of 2012.
At that time the proposal was to up the £5 to £20 for track, £10 for road, XC and fell.
What they hadn't factored in was that many clubs had always traditionally taken the affiliation fee which used to be £2 up North, then £3 under EA and eventually £5.
But faced with £20 many clubs would start offering two-tier membership ie competitive and non-competitive.
They had actually budgeted for a fee increase as I set out above and also a 10% growth in affiliated members.
What they have seen, even with the drop to £10 across the board is a drop in members and also a drop in clubs affiliating.
So now they are really under revenue pressure.