Makes sense. They are a Co-op after all, meaning the members get to make the rules. They've been hit hard by COVID like the others in retail, so prioritizing the members, and encouraging new sign ups are sound strategies for now. It's a tough market for a Co-op that may not have the leverage and capital support of the larger retailers.
Hopefully they don't go the way of MEC up here in Canada, who had to sell out to a US investment company recently to keep the doors open.