9 min
September is the new January for gyms 📆
September is a crucial month for gyms and fitness centers. After lazy summer days and endless ice creams, everyone is ready to take their fitness routine seriously again.
And that makes it the perfect time for you as a gym owner to shine and bring in a wave of new members!
In this blog, we dive into the five best ways to make the upcoming September your best one yet. 💥
You’ll discover not only why this month is such a golden opportunity but also get smart tips to attract fresh fitness enthusiasts and irresistible deals that they simply can’t ignore.
Plus, we’ll give you practical action steps that you can implement right away to make this month your top month.
Buckle up: after reading this article, you’ll know exactly how to make September the most profitable period of the year.
September is the Best Month for Gyms
There are several reasons why September is a crucial month for gyms and personal trainers.
Pleasant Temperatures First, September often brings pleasant temperatures, with plenty of sunny days that boost our energy and motivation to get moving.
“Back in Shape” Motivation Second, the upcoming holidays, just 16 weeks away, serve as a strong motivator for many to get fit and healthy.
People set fitness goals to be in optimal shape by the time the holidays arrive, seeing the festive season as a reward for their commitment to health and wellness.
Fewer Social Obligations Additionally, compared to December, September offers a quieter schedule with fewer holidays and social obligations. This makes it an ideal time to adopt a healthier lifestyle and start a regular fitness routine.
Building a Strong Foundation Finally, by starting healthy habits in September, clients lay a solid foundation for the new year.
When January rolls around, they will already be familiar with their fitness routine, making it easier to continue pursuing their health and fitness goals.
5 Best Ways for Gyms to Attract New Clients in September
Here are the five best strategies for gyms to attract new clients in September.
1. Treat September as the Start of a New Year
For many, September feels like the beginning of a new year. With the return to school and the end of summer vacations, people are resuming their routines, making it an ideal time to implement healthy changes.
It’s the perfect moment for a ‘New Year, New Me’ campaign in September.
After a summer filled with social activities, parties, and barbecues, September offers a quieter time with fewer distractions.
The lack of major holidays and a general return to routine means people have more time to focus on their health and fitness.
So, let’s call September the new January.
Ideas:
- Launch a ‘New Year, New Me’ Campaign: Leverage the fresh start that September provides by launching a special promotion campaign. Offer sign-up discounts, waive enrollment fees, or provide a free trial week. This will catch the eye of potential clients looking to reintroduce structure into their lives after the summer.
- Host Open Days: Invite people to try out the gym for free. Offer tours, free workshops, and trial classes. Make these days extra special with live demonstrations, healthy snacks, and personal consultations.
- Use Targeted Marketing Campaigns: Focus on parents who are sending their children back to school and now have more free time. Advertise through local schools, playgrounds, and daycare centers. Use slogans that resonate with the ‘new school year, new me’ sentiment. Find more marketing strategies here to generate more leads for your gym.
- Offer Special Packages: Create 6-week packages focused on getting ‘back in shape,’ with inclusive options for personal training or group classes that help build consistency and achieve results.
2. Back-to-School Promotions
The back-to-school period in September is a time when many people are on the lookout for the best deals, whether they are directly related to school supplies or not.
This means that people are generally more receptive to marketing and advertising, making it a prime opportunity to attract new fitness clients.
A new school year often symbolizes a fresh start, which makes people more willing to try new things.
Leverage this momentum to attract new clients by offering discounted group classes and workouts. These promotions can be targeted not just at new customers but also at your existing members.
Since not everyone is comfortable walking into a gym for the first time, consider offering a welcome package.
This could include a gym tour, an introductory consultation with a coach, a week of free workouts, a personal training session, or 14-day free access to your classes. This helps lower the barrier for new clients.
And don’t forget your current members. Consider offering three free classes, a coaching session, or a fitness check.
This can help them develop and maintain new, healthy habits. Additionally, this is the perfect opportunity to upsell add-ons.
Ideas:
- Free Trial Week Pass: Offer a pass that grants access to a free trial week in September. This can be a major draw for new clients who want to experience the gym’s atmosphere without any immediate commitments.
- Back-to-Routine Workshops: Offer workshops focused on developing sustainable routines, such as time management, healthy meal planning, and stress management techniques.
- Student Discounts: Provide a special discount for students who sign up in September. This can be appealing to students looking to start their fitness journey or maintain their existing routine.
3. Target Your Offers at Students and Their Parents
Consider offering exclusive deals for students and schoolchildren with a valid student ID.
From welcome gifts like gym merchandise to discounted memberships, there are plenty of ways to attract these young, active students.
Additionally, think about potential collaborations with local schools at the start of the new school year.
Whether it’s offering fitness classes or workshops, this can boost the visibility and appeal of your gym. Here are more strategies to attract young people to your fitness clubs.
But don’t just focus on the students—also target their parents.
With the return to school in September, many adults find themselves with some extra time. So, think about crafting suitable offers for them as well.
Fitness Classes for Parents and Students
Center your self-care promotions with messages like:
- “Kids back in school? Time to get back in shape.”
- “Put yourself first at {gym name}.”
- “Busy summer behind you? Time to work on yourself.”
In addition to these promotions, consider the school schedule and planning. Offer group classes during school hours or create special off-peak memberships to make the most of this new availability.
And for parents who work during the day, consider offering childcare programs or special parent-child classes during the day.
By targeting both students and their parents with tailored offers and flexible scheduling, you can tap into a motivated and ready-to-commit audience this September.
4. Sell Add-Ons to Your Current Customers
Many gym owners focus on attracting new customers in September, but they often overlook that it’s usually cheaper and easier to sell more to existing customers.
This can be done through cross-selling and upselling strategies, which can offer extra value to the customer while increasing your revenue:
- Cross-Selling: This involves offering complementary products or services alongside the regular membership.
- Upselling: This is about upgrading or adding extras to a customer’s existing membership.
Here are some examples:
- Hybrid Digital Programs: Offer online classes or virtual coaching sessions as an add-on to in-person memberships.
- Massage and Physiotherapy: Provide packages that include recovery treatments to enhance the fitness experience.
- Coaching Sessions: Offer additional one-on-one coaching to help members refine their fitness goals and strategies.
- Merchandise: Sell branded gym apparel, water bottles, or fitness gear that members can use during their workouts.
- Personal Training Sessions: Encourage members to book extra sessions for more personalized guidance.
- Nutrition Plans: Offer tailored nutrition plans to complement their workout routines.
- Customized Training Plans: Create bespoke training programs that address specific goals, such as weight loss, muscle gain, or endurance.
- Supplements: Sell high-quality supplements that can support members’ fitness goals, such as protein powders or vitamins.
By implementing these cross-selling and upselling strategies, you not only provide your customers with more value but also significantly boost your gym’s profitability.
5. Motivate Your Members with September Challenges
With only 16 weeks until Christmas, organizing challenges can be an effective way to keep your members motivated and engaged, while also attracting potential new clients.
Challenges can be tied to memberships or specific transformation programs, making them an appealing addition that promotes tangible progress.
Moreover, since it typically takes around 66 days to form a new habit, challenges can serve as powerful tools to encourage behavior change and help clients achieve their goals.
Ideas for September Challenges:
- Transformation Challenges: Offer a 12-week transformation challenge with incentives for those who achieve the most significant changes in their fitness levels, whether it’s weight loss, muscle gain, or endurance improvement.
- Consistency Challenges: Encourage members to attend a certain number of classes or complete a set number of workouts within the month. Reward those who meet the goal with prizes or discounts.
- Team Challenges: Create group challenges where teams of members compete against each other, fostering a sense of community and accountability.
- Personal Best Challenges: Set up challenges where members aim to beat their personal bests in specific exercises, such as running distance, weightlifting, or rowing.
- Healthy Habit Challenges: Run a challenge focused on developing healthy habits, such as daily stretching, drinking enough water, or maintaining a balanced diet, with regular check-ins and support from trainers.
These challenges not only help your members stay focused and committed but also create a buzz around your gym, attracting new clients who are eager to get involved and start their fitness journey.
September is the New January for Gyms 📆
September is an ideal time for gyms to attract new clients and motivate existing ones.
With strategic planning and innovative marketing strategies, September can become the new “January” for your club.
Understanding the dynamics of September and October is crucial, as it allows you to create appealing offers, challenges, and programs that resonate with both new and existing members.
By aligning your offerings with the needs of your target audience and supporting them in setting and achieving their health and fitness goals, you can build a strong community and drive the growth of your health club.
Start planning your September strategy in August!
This early preparation will ensure you’re ready to capitalize on the renewed focus on fitness and health that typically accompanies the back-to-school season.
By doing so, you can make September as impactful and successful as January for your gym.
