I like the idea of a fitness room at a truck stop. Add to that some shore power parking spaces that perhaps could be reserved in advance, or some "designated" parking spaces with shore power and/or some more dump station locations and they'd increase their bottom line numbers much more.
Personally, if I had my choice of parking at a half way "respectable" truck stop with a fitness room versus another regular half way "respectable" truck stop, I'd choose the fitness room location. Simply because I could stretch my legs and get a workout regardless of the weather outside. Treadmills, bikes, some leg press machines and some arm workout machines would be really nice. Jazz it up with some TV's on some of the machines, or weather and news TV's mounted high up with captions so we would not have to constantly hear it.
just my 2 cents.