So long as the school isn't gouging people on the gear, I think that having a pro shop is a good idea generally.In my opinion having a MA supply store to "get more cash from their students" is a good thing. If they dont buy their MA gear from you they are only going to go to a martial arts store and spend their money there. Vending machines are also a great idea, if students are going to roll up to class with a gatorade in their hand they may as well be purchasing it from the club and you pocket the money. Again, if they dont buy it from you they have to buy it somewhere.In winter the students are going to wear a jacket to class and they may as well purchase one from the club with your dojang name on it because everywhere they wear it they are giving you free advertising. There are plenty of ways of making the extra dollars out of your dojand and you shouldnt think your school is any less reputable if you take advantage of these things. Its your living and you should try to make as good money as you can providing the quality of instruction doesnt suffer and your fees remain in line with your competitors.
Now, requiring students to buy your gear and/or charging excessive fees for gear is another story.
Daniel