What is really going on here?

Entry box for a free membership to Steve Nash Fitness World & Sports Club, Horseshoe Bay, BC

I saw this box in the Freshslice Pizza location in Horseshoe Bay. Are the clubs really interested in giving away memberships? Of course not, but this is a highly effective way to gather names of prospective members.

Everyone who enters will be called and who knows, maybe one or two people will buy a membership.