Menu
As the festive season is imminent and the calendar is preparing to turn to January, gyms around the world experience an annual influx of new members eager to kickstart their fitness resolutions.
This surge, often referred to as the “January rush,” presents a golden opportunity for gyms and health clubs to attract and retain a wave of enthusiastic clients.
With the IHRSA reporting that 12% of all gym sign-ups happen in January, whilst the rest of the year only accounts for an average of 8.3% of sign ups, this sudden sales surge is crucial for your club and you need to ensure that these new clients get off on the right foot.
To make the most of this busy season, gym owners and managers must implement strategic approaches to ensure not only a smooth onboarding process for newcomers but also a lasting commitment to fitness for the long term.
Revamp Your Marketing Strategies:
Update your website and social media profiles to highlight New Year promotions and offers.
Launch targeted online advertising campaigns to reach potential clients in your local community.
Consider offering limited-time incentives, such as discounted memberships, free personal training sessions or exclusive access to group classes.
Create A Welcoming Environment:
Train your staff to be extra welcoming and hepful during the January rush, as first impressions matter.
Organise orientation session for new members to familiarise them with the facility and available services.
Enhance signage to guide newcomers and make it easy for them to navigate the gym.
Introduce New Programs and Classes:
Capitalise on the enthusiasm of new members by introducing fresh and exciting fitness classes.
Offer specialised programmes catering to beginners, such as introductory workout sessions or fitness assessments.
Implement a buddy system, encouraging existing members to partner with newcomers for added motivation and support.
Set Realistic Expectations:
Clearly communicate that achieving fitness goals takes time and dedication.
Provide realistic timelines for seeing results, emphasizing the importance of consistency.
Offer educational resources, such as workshops or informational sessions, to educate members about the fundamentals of fitness and healthy living.
Enhance Customer Engagement:
Utilise technology to engage members through fitness apps, virtual challenges, and online communities.
Implement a rewards program to acknowledge and celebrate milestones, fostering a sense of accomplishment.
Collect feedback regularly to understand member needs and preferences, adjusting offerings accordingly.
Optimise Facility Operations:
Increase staffing levels during peak hours to accommodate the higher demand for assistance.
Ensure all equipment is in optimal condition and increase the frequency of maintenance checks.
Consider expanding facility hours to accommodate varying schedules and preferences.
Promote Long-Term Commitment:
Provide personalised fitness plans to help members set achievable goals.
Offer membership renewal incentives to encourage long-term commitment.
Establish a follow-up system to check in with members and address any challenges they may be facing.
Our Final Thoughts
The January rush is a valuable opportunity for gyms to not only boost their membership numbers but also to build lasting relationships with clients.
By implementing strategic marketing, creating a welcoming environment, introducing new programs, setting realistic expectations, enhancing customer engagement, optimising facility operations, and promoting long-term commitment, gyms and health clubs can turn the January rush into a foundation for sustained success throughout the entire year.
With thoughtful planning and execution, gyms can help individuals transform their New Year resolutions into lifelong habits of health and wellness.
Get your club in shape.
Want to discover how? Let us show you.
Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
the goals you want to achieve, and how our system can help you.
Get your club in shape.
Want to discover how? Let us show you.
Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.
Get your club in shape.
Want to discover how? Let us show you.
Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.