As December gives way to January, we thought it was a good time to look at the seasonal ebbs and flows that everyone in the fitness industry has come to expect, whether they work for a nationwide budget chain gym or an independent gym or fitness club. 

Because as the influx of new members and old members, invigorated by New Year’s resolutions and winter weight starts to take attrition and reduce in numbers, the average independent gym is faced with a couple of questions. 

Could we have held onto more members? 

How much of the dropoff was within ‘acceptable limits’? 

How do we keep the positive momentum going at a time where people understandably and naturally start to fall away? With many falling away through no fault of the gym in question.

The yearly influx of new gym members and their membership journey and lifespan through to March and April is not only a critical time but a fantastic window of opportunity. 

If any independent gym or fitness club can reduce the drop-off rate in February and March by even 10 to 20 percent, that gym is looking at a sizable amount of revenue and momentum retained. As such, keeping the retention rate high during these critical months and beyond every year is a top priority for independent gym owners. 

Not only that, but on a personal level they will have stopped those people from becoming yet more victims of the New Years Resolution fitness fad, hopefully instead ensuring that they are dedicated to exercise for a much greater portion of the year. 

Now we are into December, we thought it was time to take a fresh perspective on a seasonal topic. How best to prepare for that busy New Year period? Every fitness industry member, from newcomer to veteran knows it is coming. The ubiquity of the ‘January Starter’ is such that even people outside of the fitness industry expect to see gyms and fitness clubs full to the brim come January.

So with these expectations, it is important that independent gym and fitness club owners and management put their right foot forward. Though people debate whether Churchill or Franklin said it, no matter which side of the pond it was said on, the saying is correct. “Those who fail to plan, plan to fail”.

And given that the New Year/January rush is a reliable and predictable event, we are going to take a look not only at what independent gym owners can do to make the most out of this New Year, but how they can start to lay the foundations for the New Years to come.

Here at Ashbourne Membership Management, we have always advocated for a data-driven approach and seasonal events such as New Year represent a fantastic opportunity for independent gyms and fitness clubs to make the most of the relatively known quantity that is the New Year rush.

So as it continues to get darker and colder, what can gym owners and management do to ensure that their facility is prepared for that all important time of the year. How can they prepare for one of the busiest and most active times for new members while keeping their existing membership engaged and content as December turns into January and the wave of New Year’s resolution members starts to rise for another year. 

We will be taking a look now, with nearly a month in advance to see what independent gyms and fitness clubs can do to prepare for the New Year rush over December and beyond. 

In this article, we look at how you can keep your members engaged throughout the holidays and how to prepare for the January rush.