3 min readEnhancewell
One month ago, New Year's resolutions were the conversation on everyone's lips. Now, those same lips are getting ready to devour Valentine's Day chocolate at a 50% discount. What happened to that "New Year, New Me" energy? A recent study by Finder showed that Americans spend about $1.3 billion on unused gym memberships annually. With gym membership cancellations rising and attendance at an all-time low, you may be tempted to throw in the towel and start prepping for next year's January rush. Fitness is a year-round industry— you just need a few practical tips to motivate your absent members and encourage new sign-ups throughout the year.
Challenge accepted
Barney Stinson isn't the only one who likes to accept challenges. While it usually takes four to six weeks for people to see changes in their own physique from working out, and around eight to 12 weeks for others to see a difference, we live in an instant gratification era. When six packs don't sprout instantaneously, it's easy to lose motivation. Help your clients find their inspiration by posing challenges like:
- Most visits in a month
- Push-up challenge
- Run a 5K
Focus more on activities than results (like a weight loss challenge) that can encourage unhealthy diets and temporary fixes. We're trying to instill an athletic lifestyle, not a fitness fad.
Utilize your email list
If you don't have a newsletter, you're missing out on an untapped market. The clients and former clients who gave you their email addresses already know you and are, at one point, intended to be regular gym-goers. While adhering to local privacy laws, start an email list and send out announcements about competitions, giveaways, and links to blog posts about relevant topics. Articles about achieving goals, getting started after an absence, or finding motivation will resonate with the wayward fitness crowd.
Assess the experience
As a business owner, quiet times aren't ideal. Instead of stressing, use downtime to assess the customer experience and address issues. Make your low season a productive one that will attract more customers in the long run. Survey existing members as well as clients who discontinue their membership to find out, in their own words, what's great and not-so-great about your business. If you can pinpoint why people sign up and why they leave, you can avoid a future exodus.
Maximize the motivation
Where are my "words of affirmation" people? A little "way to go" can carry an entire session for some people. Utilize an automated text messaging system to push words of encouragement every time a member signs in. Your gym can also use this system to offer special discounts, buddy passes, and information about class schedules and new events.
Does your New Year's resolution crowd need a bit of resuscitation? The First Aid Kit isn't going to help with this one. Instead, get in touch with the team at Enhancewell Consulting. We help fitness companies just like yours thrive. Schedule a free assessment, and get one step closer to a plan for reinvigorating the January sign-ups that haven't visited recently.