All these up-sells also seem to involve zero to minimal financial input from him/the business. Which is at odds with trends I see elsewhere, where companies are making investments to boost engagement, with no additional cost to their members.
For example my gym just replaced all their weights and now every weight has the name of the gym displayed. They have tripod with phone clips available all over the gym. So when members film/photograph themselves working out and stick it up on Instagram the gym's name and branding is there too.
Let's say I was encouraging my members to get outside for a walk. Maybe I could get some branded T shirts and water bottles knocked up and sent out to new members. Then I could encourage them to pop a video or photo of themselves getting outside with their water-bottle and T shirt showing my branding.
But I'd be building the brand of my business, and not just promoting myself.