Happy New Year! But is it a happy start for you as a gym owner? The holiday season is often a challenging time for fitness businesses. As people recover from New Year’s celebrations and set new resolutions, many gym-goers are either avoiding their local gym or delaying the gym membership renewals.
But don’t worry – there are plenty of ways to turn this around and make the New Year a fitness success! Here are some proven strategies to attract new clients and retain members during this time.
Key Takeaways
- The New Year can be tough for gyms, as current and potential customers may be recovering from holiday festivities or are still adjusting to their resolutions.
- To keep existing members engaged and bring in new customers, special New Year promotions and gym events are essential.
- Examples of successful New Year fitness promotions and events include goal-setting challenges, New Year’s resolution gym referral program, and limited-time gym membership discounts.
20+ New Year Ideas to Boost Gym Membership Sales
Here are over 20 promotional ideas and gym membership deals for New Year’s fitness marketing campaigns designed to boost sales.
These ideas can help gyms capture attention and convert interest into memberships at the start of the year.
1. "New Year, New You" Discount
Offer a substantial discount (e.g., 25-50%) on initial membership fees for those who join in January. This capitalizes on the New Year’s resolution rush when people are motivated to commit to fitness. Market it as an opportunity to start the year with a focus on health and well-being.
Planet Fitness is well-known for its strong New Year’s marketing campaigns, offering promotions that attract a large number of new members. Among others, it typically launches a marketing campaign themed around New Year’s resolutions, encouraging people to start fresh with their fitness goals. Read more about Planet Fitness business model.
2. App Exclusive Discounts
Offer exclusive deals and discounts through the gym membership app. This not only drives membership sign-ups but also promotes digital engagement and app use for class bookings and updates.
3. "Commit to Fit" Annual Pass
Encourage members to invest in their health for the long term by offering a significant discount on annual memberships. The promotion could include bonus perks such as free locker rentals or discounts on sessions with personal trainers.
Emphasize the value of a year-long commitment (a yearlong contract as minimum) for continuous progress and motivation.
4. Friend Referral Program
Create a fitness referral program where current members get a free month, discounted rates, or other benefits when they refer a friend who signs up. Highlight how working out with friends can increase accountability and enjoyment. Ensure the process is simple, such as providing a referral code or link.
5. Early Bird Registration Perk
Incentivize people to register before the New Year rush with a limited-time offer that includes free or discounted training sessions, fitness assessments, or gym merchandise.
Promote this as a way to get a jump-start on fitness goals before January crowds.
6. Couples’ Membership Deal
Design a promotion where couples or friends who join together receive a special combined rate. This encourages dual sign-ups and appeals to people who are more motivated when working out with a partner.
Market this as a “bring your workout buddy” campaign to add fun and accountability to gym visits.
7. Free Class Period
Offer 7- or 14-day free trials for new visitors to experience the gym’s facilities without commitment. Ensure potential members know this includes access to all amenities like group classes, equipment, and saunas.
Make sign-up easy thanks to class booking software and offer a smooth transition into full memberships at the trial’s end.
8. Resolution Challenge
Host a “Resolution Challenge” competition that spans one or two months. Participants pay a small entry fee and compete in various fitness tasks or progress tracking (like most workouts attended or highest weight loss percentage).
The winner receives a grand prize such as free membership, personal training, or gym merchandise.
9. New Year’s Bundle Package
Create a bundled package that includes a gym membership, sessions with a personal trainer, and nutritional counseling at a reduced rate. This comprehensive package can be marketed as a “total transformation” deal that covers every aspect of fitness and wellness.
10. Class Pass Specials
Discount passes for group fitness classes such as spinning, yoga, or HIIT. Make these promotions time-limited to create urgency and increase participation in popular programs.
These passes can be used as a way for members to sample various classes they may not have considered before.
11. Gift Card Incentives
Provide a promotional gift card (worth $25-$50) for anyone who purchases an annual membership. This gift card can be used for gym services like smoothies, massages, or training sessions.
Exercise rewards incentivize purchasing, but you can also highlight this as a “get rewarded for investing in yourself” offer.
12. Corporate Wellness Program
Partner with local businesses to offer discounted group rates for their employees. This can be framed as a New Year’s wellness initiative to help companies support employee health.
Emphasize the benefits of group motivation and increased productivity linked to regular exercise.
13. Personal Training Starter Pack
Try offering discounts in the form of a “starter pack” for new customers that includes several sessions with personal trainers. These meetings can include goal-setting, body assessments, and personalized workout plans.
This promotion helps newcomers get familiar with gym equipment and build confidence in their routines.
14. First Month Free
Waive the first month’s fee for new customers who commit to at least a 6- or 12-month plan. These special promotions reduce the initial cost barrier and encourage longer-term sign-ups by showing immediate value.
15. Loyalty Bonus for Current Members
Reward loyal customers by offering a discount, extra perks or a free service when they renew or extend their membership. This could include free personal training sessions, access to premium classes, or gym merchandise.
This not only boosts retention but makes current members save money and feel appreciated.
16. New Gear Giveaway
Launch a promotion where the first 100 people who join in the New Year receive free gym gear such as branded water bottles, T-shirts, or gym bags.
This not only incentivizes sign-ups but also helps promote the gym when the items are used outside. You can use it for other occasions too and treat it as one of your gym marketing ideas.
17. Exclusive VIP Package
Offer an exclusive New Year VIP package that grants new members access to additional perks like premium amenities (e.g., saunas, massage chairs, premium exercise equipment) for the first three months.
This package could include a one-on-one consultation with a nutritionist or exclusive access to limited fitness workshops.
18. Student Discount Promotion
Appeal to college students looking to maintain or start fitness routines – offer discounts (significant ones) for those who sign up using a student ID. Frame it as a way to balance health with a busy school schedule.
19. Family Membership Package
Introduce a family plan that includes multiple family members at a bundled rate. Market it as an opportunity for families to pursue fitness goals together and promote healthy lifestyles in a supportive environment.
20. Social Media Contest
Run a New Year’s gym social media contest where participants post their fitness goals, gym selfies, or short videos explaining why they want to get fit. The winner could receive free or cheap gym memberships for a few months or a gift package. This strategy increases your gym’s social media presence while engaging the community.
21. Early Resolution Package
For those who want to jumpstart their resolutions before the New Year, offer a pre-January special that includes perks like early access to classes or extra PT sessions.
This campaign encourages early sign-ups and helps manage the January rush.
22. Flexible Month-to-Month Memberships
Offer more flexible membership plans that are month-to-month without long-term contracts. Market this to those hesitant about long commitments or unsure of their schedules.
Remember there are many types of people at the gym. Some of them value flexibility more than others. Highlight the convenience and freedom this offer provides.
23. First-Class Free
Allow potential members to try out their first group fitness class for free. This gives them a taste of the community and energy in group settings and can lead to increased class sign-ups.
Inform Effectively About New Year Gym Deals & Promotions
- Create seasonal fitness content and share New Year-themed workouts or ideas for a New Year’s fitness challenge on your blog. To maximize effectiveness, explore tailored SEO for gyms.
- Leverage your gym social media channels for targeted marketing – craft short, clear messages with strong call-to-action (CTA) phrases.
- Invest in targeted advertising, such as Facebook Ads or Google Ads, to reach a wider audience.
- Use your gym CRM system to send personalized messages to clients, informing them of special offers and events for the New Year.
- Your website, integrated with other tools, is the perfect place to post information about New Year’s events in the “news” section.
- Through your gym membership app, update clients on the promotions and events you’ve planned. Make sure they don’t forget about you as they kick off the New Year!
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FAQ
The New Year gym rush is an expected annual occurrence. As people commit to their resolutions, fitness centers experience a surge in attendance, resulting in crowded spaces, occupied equipment, and longer wait times.
Around 30-50% of people who join gyms in January quit within the first few months, with many dropping off after just a few weeks. This high churn rate is driven by the common struggle to maintain New Year’s resolutions.
To measure the success of your New Year’s gym promotion, track:
- New Memberships: How many new sign-ups occurred.
- Retention Rate: How many stayed after the first month.
- Attendance: Are new customers regularly using the gym?
- Revenue: Compare promotion-period income to previous periods.
- Referrals: How many new members came via referrals.
- Promotion Engagement: How many took advantage of special offers.
