Pulse
The marketing management at BA who do this type of thing probably don't even regard the small (in mass market terms) number of private pilots as being a market segment worthy of analysis, just like most other large businesses. Don't misunderstand data being gathered for customer relationship management purposes.
Don't forget that BA is a business as well as an airline, flying is only the way they deliver their product.
As A&C says the BA flying club at Booker is open to all comers and is an excellent establishment. This is the flying side of the operation reaching out to GA - try joining another airline flying club and see how far you get!