Make the Most of the January Rush in Your Fitness Club

It’s the most valuable time of the year for gym owners: the January rush.

This annual peak in New Year’s resolutions, often focused on losing weight and getting fit, is the opportunity to put your gym or studio on the map.

In January and February, there’s a massive influx of potential members, all motivated to start their fitness journey. But how do you ensure they don’t just walk through the door but also stay?

The January rush is about more than just packed classes; it’s the perfect moment to warmly welcome new members, inspire them, and lay the foundation for a lasting relationship.

With smart strategies and personal attention, you can turn their New Year’s resolutions into a lasting lifestyle change.

In this guide, I’ll share practical strategies to make the most of the January rush and truly help your members succeed.

What Is the January Rush?

According to IHRSA research, no less than 12% of all gym sign-ups happen in January.

For comparison: in other months, the average is just 8.3%. That’s a significant spike, thanks entirely to New Year’s resolution-goers.

But let’s be honest: this group doesn’t always receive the warmest welcome.

Their “tourist” behavior in the gym and low retention rates often lead to raised eyebrows.

Yet, these January gym-goers deserve a lot of respect. They’ve taken the first (and often hardest) step toward a healthier life and chose your gym and trainers to help them reach their goals.

It’s our job to turn their fresh enthusiasm into sustainable fitness routines.

Unfortunately, the same IHRSA study reveals that 50% of these new members quit within six months.

Such a waste, right? 😞

The key lies in proper guidance, genuine attention, and consistently motivating these beginners – even when the “January buzz” fades.

The longer they stay, the better it is for their health and your revenue.

A win-win situation!

Are These New January Gym Members Really Worth It?

Nearly 50% of new gym members quit before the end of January.

For yoga studios, that number is even higher: 70% drop out by the end of February. 😧

It might sound discouraging, and you might wonder if it’s even worth investing so much energy in these New Year’s resolution gym-goers.

But when you look at the bigger picture, the answer is clear: yes, these members are absolutely worth it.

Why? Despite the high dropout rate, a solid 22% of these new members stay until at least October.

And those are the people who generate revenue for your gym and can become ambassadors for your services.

So, while January may feel like a whirlwind, the potential to build long-term success with the right approach is definitely there! 💪

How Can You Focus on Retaining January Gym Members?

We know that 22% of your new members stay active until at least October. But what if you could significantly increase that percentage?

The key lies in one crucial step: onboarding.

A well-thought-out onboarding process can mean the difference between a member who quits halfway through January and one who becomes a loyal customer for years to come.

Why is Onboarding so Important?

Onboarding refers to the critical first period – let’s say the first 12 weeks – when a new customer joins your gym.

Research shows that 87% of members who have a positive onboarding experience remain members after six months.

Additionally, behavioral studies reveal that it takes, on average, 66 days to develop a new habit, such as regularly going to the gym.

This makes the first few months absolutely vital to help members establish a routine and feel truly welcome.

By investing in a structured and supportive onboarding process, you’re not only improving retention but also setting the foundation for long-term loyalty and satisfaction. 💪

Smart Onboarding Tips to Retain Your January Members 💡

The first 12 weeks are make-or-break for your new members. This is when they either develop a consistent fitness routine or fall off the wagon.

By creating intentional touchpoints and providing personal attention, you can transform those January gym-goers into loyal, long-term members. Here’s how:

1. Start With a Warm Welcome

• Send a personal message: Right after registration, send a welcome email or WhatsApp message with helpful info, like class schedules, contact details, and an invitation for an intake session.
• Offer a small gift: Consider giving new members a welcome gift, like a branded water bottle or a free group class voucher. It’s a simple way to make them feel appreciated from day one.

2. Plan Regular Touchpoints

• After 7 days: Check in with a quick email, WhatsApp, or phone call to ask how their first week went. Address any challenges they may have and encourage them to keep going.
• After 4 weeks: Schedule a progress review to revisit their goals and make adjustments if needed. When members feel they’re making progress, they’re more likely to stay.

3. Offer Personal Guidance

• Provide a free intake session: Sit down with them to create a training plan tailored to their goals.
• Beginner tips: Share advice on how to get started, which classes to attend, and how to maximize their workouts.

4. Help Them Build a Routine

• Motivational emails: Send weekly emails during their first month with tips, inspiring stories, and links to classes or video content.
• Introduce a challenge: Offer a 30-day program focused on a specific goal, like strength, cardio, or flexibility.

5. Create a Sense of Community 🧡

• Invite them to join group classes or PT sessions: Introduce them to other members to help them feel included.
• Host a social event: Organize a post-workout drink or fun class to foster connections among members.

6. Track and Celebrate Progress

• Plan progress checks: After 4, 8, and 12 weeks, schedule evaluations like a strength or fitness test to help members see their achievements.
• Personalized feedback: Send them an email or message with compliments and tips based on their results.

7. Reward Loyalty

• Offer incentives: Celebrate consistency with a free group class, a discount on personal training, or a small gift.
• Celebrate their success: After 12 weeks, send a thank-you email recognizing their effort and encouraging them to keep pushing toward their goals.

More ideas? For additional tips and inspiration to craft the perfect onboarding process, check out the full blog. Transform those New Year’s resolutions into long-term success! 💪

How to Spot the January Gym-Goer

Ah, the January gym-goer. Every year they arrive in droves, full of determination to stick to their New Year’s resolutions – but often with a touch of uncertainty.

Here’s how to recognize these well-meaning beginners and, more importantly, how to guide them so they feel welcome and want to stay:

Nervous but Determined

You’ll spot them immediately: they glance around like they’re wondering if they belong. New faces, unfamiliar equipment, and confident gym regulars can make it a bit intimidating.

Think back to your own first time in a gym. Did you feel a bit out of place too?

💡 Tip: Give them a warm welcome. Have a trainer or member introduce themselves, calmly explain how things work, and praise them for taking the first step. A little encouragement works wonders for their confidence!

The Awkward Equipment User

• Bicep curls in the squat rack? Check.
• Transforming the leg press into a scrolling station for Instagram? Absolutely.
• A treadmill turned into a casual runway? It happens.

💡 Tip: Don’t sigh in frustration – instead, seize this as an opportunity to kindly show them the ropes. Teaching them the basics not only helps them feel more comfortable but also keeps them coming back.

The Vibe Bringer

There’s something magical about the energy in a gym during January. Everyone seems extra motivated. Machines are constantly in use, group classes are packed, and people cheer each other on like they’re in a sports movie.

💡 Tip: Harness that positive energy! Organize a “New Year’s Challenge” to keep the momentum going and create a stronger sense of community.

Confusion at the Machines

You’ve seen it: someone standing in front of the cable machine or leg press, turning it into a Rubik’s Cube of fitness. With a mix of bravery and guesswork (and maybe a YouTube memory), they give it their best shot.

💡 Tip: Offer a short tour or a free introductory session. Show them how to use the key equipment and help them build a simple but effective routine.

The Social Butterfly in the Making

Many January-goers feel intimidated about working out alone, but once they find their groove, they often evolve into social butterflies. The more comfortable they feel, the more likely they are to bring friends or join group classes.

💡 Tip: Offer free trial classes for new members and encourage them to attend group sessions. This helps them connect with others and boosts their confidence.

The Ambassador in Disguise

The happier these members feel at your gym, the more they’ll talk about it. A satisfied January-goer will tell friends, colleagues, and family about their new fitness adventure. If you guide them well, they can become your best ambassadors.

💡 Tip: Ask for feedback and encourage happy members to invite others with a “Bring a Friend” campaign. A happy member is your most effective marketing tool!

Prepare Your Gym for the January Rush

I know you’re busy – January is around the corner, and the influx of new members can feel overwhelming.

But take a moment, grab a pen and paper, and carve out time to plan those critical first 12 weeks of your onboarding process.

This is your chance not only to attract new members but to keep them coming back.

• Create meaningful touchpoints, whether it’s a warm welcome, an enthusiastic check-in, or a motivational WhatsApp message.
• Foster a welcoming atmosphere where every new member feels seen and valued.
• Provide clear guidance so even the most nervous gym-goer knows what to do and starts to feel confident.

By focusing on personal attention, engagement, and strong support, you’re not just helping your members achieve their goals – you’re building the foundation for your gym’s long-term success.

So, let’s make this January count. You’ve got this! ✨