Fitness business owners can expect a January rush as the Holiday season approaches.
You probably have a complicated relationship with January if you are like the majority of gym owners. January is a very profitable month, but also very busy, making it a stressful time.
You’ll have thousands of new members waiting at your door as they begin their fitness journeys. Your fitness business is in a high-growth season.
These five tips can help boost your long-term revenue and the reliability of new members, regardless of whether you run a fitness franchise or a studio. Let’s start by looking at the reasons why January is such a busy month and three mistakes you should avoid when setting up your gym in preparation for the new year.
Why is January so busy?
Gym-Gary can be hectic. Why is January the month with the most sign-ups? There’s an easy explanation.
Humans need to make a new start and let go of past mistakes.
After the holiday season, many people are ready to make positive changes. This is where the phrase “New Year, New Me” comes into play. In 2019, “exercising more” was the most popular resolution in the US, at 59%.
Combine this desire to improve yourself with the marketing efforts of fitness studios and gyms, and you have fertile soil for the seeds of a one-month fitness movement.
Three things to avoid when preparing for January’s gym rush
Even if you follow your plan, the January gym rush may leave you exhausted. Avoid these common mistakes in the run-up to this busy time.
Do not Support Your Staff.
Your staff will also be rushed if you are feeling overwhelmed. It’s important to support them in their work. Schedule pep talks and schedule breaks to keep everyone motivated. Listen to their concerns and ideas.
Never forget your employees are the ones who represent your company. They’re the ones who will leave a lasting impact on your new clients.
A friendly smile and a helping arm from a member of your staff can make a huge difference.
Offer a free trial.
It’s tempting for gyms and services to offer free trials to attract as many customers as possible. However, this may not be the best option in the long term.
There are better ways to drive new members into your door. In January, everyone offers free trials. When people lose their “new me” motivation and have no desire to continue, they are less likely to want to stick around.
Getting Lost in the Basics
It’s easy to get caught up in the excitement of the new year and forget about the basics that will keep your business operating efficiently.
Don’t forget to keep up with your usual routines to ensure smooth operations. For example, do not neglect your finances because you are too busy implementing a new, exciting marketing strategy.
Consider things such as ensuring your equipment is in good working order, offering great customer service, maintaining a clean facility, and having enough inventory to meet your members’ needs.
You’ll need more towels, toiletries, and even vending machines if there are more people in the gym.
You will feel calmer and more stable if you don’t lose sight of your basics.
How to win this January
The last year is behind us, and the new one brings with it new opportunities. Let’s see how we can crush January to build momentum and rocket profits this year.
Increase Your Marketing Efforts
Spending a bit more on marketing will bring you a good return after the holiday season.
You’re not alone in opening your doors to anyone ready for a challenge. Advertising is very competitive in January. Advertising in January is competitive.
After you have identified your unique selling proposition, it is time to focus on social media. The cheapest way to advertise is through social media. Over the holidays, most people spend more time using their smartphones than normal. You can reach them easily through social media channels like Instagram and Facebook. If you are not sure how to begin, read our guide to Facebook Advertising.
Save time by preparing in advance using social media automation software like Buffer and Hootsuite. You can schedule your content using these tools so that you can concentrate on other tasks.
Get creative and use other methods if you are not yet ready to invest in digital advertising. You can hand out flyers in your local café or get interviewed on the local radio. Or you could give a presentation at a local office.
Create an irresistible fitness promotion that will entice customers to sign up for your studio. Select an offer with a deadline that is engaging to people. Imagine a “6 week shape up challenge”, which you would normally run for $300. Sign-ups in January will receive a discount on the challenge. You’ll still get their commitment this way!
Pay Attention to Retention
80% of people who join your gym in January cancel their memberships within five months.
According to retention expert Dr. Paul Bedford, just four introductory sessions spread over a few weeks can boost retention rates by as much as 17% at the 6-month mark. According to Dr. Paul Bedford of the Retention Experts, four introductory sessions over a few months can increase retention rates up to 17% after six months.
A report by the IHRSA concluded that two interactions per month between staff and members increased attendance the next month and reduced cancellation risk by 33 %.
Group fitness classes that offer are a great way for clubs to increase member retention and engage. IHRSA report shows that those who attend classes are 56% more likely to keep their memberships than those who use free weights and cardio equipment.
Concentrate on your current members.
When you are overwhelmed with new members, it’s easy to overlook loyal studio members.
Over 50% of your gym members dislike your newbies, according to a recent study. This is not surprising, given that many new members mean your current gym-goers are waiting in line for equipment and finding there are no lockers available.
It’s your responsibility to make sure that they feel valued at your facility. Let your members know before the rush that they won’t have to worry about their classes being affected because you will be running separate courses for newcomers. It’s important to ensure that the new members don’t affect your current members.
