January is like the “Black Friday” of the fitness world. With 12% of all gym memberships initiated in this single month, the New Year becomes your health club’s biggest opportunity to score big on new memberships.
New Year’s resolutions for health drive millions of people to set ambitious fitness goals, making it a golden opportunity for health clubs to boost memberships, attract new clientele, and elevate overall engagement.
But as exciting as this surge may be, relying on the sheer volume of January sign-ups isn’t enough. Nearly half of them will quit within six months if you don’t give them a reason to stay. Often because they feel lost, unsupported, or disconnected from the community they hoped to join.
So, while the January rush can fill your facility, without a solid game plan, many of those fresh faces will vanish by spring, leaving you with empty machines and unfulfilled potential.
Think about it: What happens when the post-holiday excitement wears off, and the initial motivation fades? If your health club isn’t prepared with a solid plan for onboarding, engagement, and retention, those memberships will slip through your fingers.
As a health club owner or manager, the onus is on you to create an environment that attracts new members but also nurtures them into loyal ones long after the confetti from New Year’s Eve has settled.
So, how can you make sure your health club capitalizes on this peak period and thrives beyond it? Here are 7 clever, high-impact strategies to ensure your health club is ready to crush the New Year’s rush—and build the kind of member loyalty that lasts way past January.
1. Improve Your Member Onboarding Experience
Problem
63% of new members stop attending within three months. What’s going wrong? Many clubs drop the ball once the sale is made, leaving new members to fend for themselves. According to the Les Mills Research Lab,
Successful onboarding boils down to eliminating three major barriers for exercise beginners.
It turns out, that only 23% of beginners see exercise as a positive experience, and 51% say they feel they lack social support. No wonder so many members give up. When new members walk through your doors, they often carry doubts and fears, and if you don’t help them navigate those, they might slip away without a second thought.
Solution
It’s time to rethink your onboarding strategy and prioritize engagement from day one. Start by identifying the three major barriers that exercise beginners face the perception of exercise, motivation, and social support.
“Giving new members an achievable plan for that first 12 weeks is crucial.”
– Penn State Associate Professor of Kinesiology, Dr Jinger Gottschall
Create a welcoming environment that emphasizes the positive aspects of fitness. Offer personalized tours, set up goal-setting sessions, and facilitate introductions, to fellow members and trainers. You can even go a step further and share personalized tips on health and wellness based on the member’s fitness goals. This helps create a sense of belonging, making new members feel valued and less isolated.
With SHC’s Marketing Campaigns, you can create tailored onboarding campaigns that combine emails and push notifications, running them on autopilot.
Our customer, Dylan Benett, the Regional Marketing Director of Mesa Fitness in Colorado, puts it perfectly:
“Connecting with a new member in the first 2-3 weeks of their membership can help turn them from a temporary member to a long-term gym-goer. After their first week, we send messages like, ‘How was your first week? What can we do to help?’ We even suggest classes with a friendly, ‘Hey, have you tried this out?’ through the SHC App.”
💡Pro Tip
Consider incorporating technology into your onboarding strategy. For example, SHC offers features that allow new members to easily book introductory classes, connect with trainers, and access resources tailored to their fitness level. This proactive approach can significantly boost member retention for your health club. A well-engaged member is a loyal one, and investing time in onboarding today means a thriving community tomorrow.
2. Update Your Member-Facing Technology
Problem
As a new wave of members floods into your health club, nothing can sink their enthusiasm faster than outdated technology.
Picture this: frustrated newcomers struggling with clunky check-in processes, chaotic class bookings, and a membership management system that feels like a relic from the past.
When members encounter these frustrations, they’re more likely to give up and abandon their goals altogether. Your health club could be at risk of losing valuable members before they even have a chance to settle in.
Solution
Modernize and streamline your member-facing technology. Ensure your fitness software and app are updated, intuitive, and equipped to handle a surge in users. Features like class bookings, attendance, on-demand content, and real-time membership management should flow smoothly. Your fitness software should empower members to engage with your services effortlessly, making their fitness journey as seamless as possible.
💡 Pro Tip
Invest in fitness software that prioritizes user engagement and convenience. With SHC, for example, members can effortlessly book classes, set fitness goals for the New Year, stream live classes, and connect with the community via their mobile devices —all at their fingertips.
Take a cue from the Montana Athletic Club, which upgraded to SHC’s advanced fitness software and saw sign-ups soar by 41% in just one day. They also recorded over 600 swim lesson purchases through the app, with each transaction clocking in at just over a minute.
The easier you make it for members to interact with your health club, the more likely they are to stay engaged and committed.
By upgrading your technology, you’ll not only enhance member satisfaction but also position your health club as a forward-thinking, member-centric facility that’s ready to support their fitness journey every step of the way.
3. Offer a Hybrid/Omnifitness Experience
Problem:
January is bustling with gym-goers driven by New Year’s resolutions for health, but as weeks pass, many start to drift away. Why does this happen?
It often boils down to the lack of options that fit their unique lifestyles. Busy work schedules, family obligations, and personal preferences can make it difficult for members to participate consistently in traditional in-person classes. As a result, they may feel disconnected from setting fitness goals and their gym community.
This lack of flexibility can lead to frustration and disengagement. When members feel forced into a one-size-fits-all approach, it becomes easier for them to abandon their fitness journey. Your member’s choices, and if you don’t offer them, they’ll take their business elsewhere.
Solution:
Today, you have to meet members where they are in their fitness journey. Over 60% of Americans now use some form of fitness tech regularly. From multiple fitness apps to wearable devices, today’s gymgoers are tech-savvy, and they expect you to keep up.
What if you could offer your members the best of both worlds? Hybrid fitness solutions are the answer. By providing live in-person classes alongside on-demand or streamed sessions, you’re ensuring your members can access their favorite workouts no matter where they are or what their schedule looks like.
Consider this:
- 80% of gym members want digital offerings as a part of their workout plan post-pandemic.
- In-gym and out-of-gym activities make Gen Z members 40% more likely to have been members for 3+ years compared to those who focus solely on the gym.
- Over 1 in 3 people are attending an in-person class or experience because they experienced it digitally first.
- 65% of members say the availability of high-quality live or virtual classes would encourage them to join a facility.
This is more than just convenience; it’s about understanding that everyone’s fitness journey looks different.
As Dr. Steve Boring, Fitness Director at the Rochester Athletic Club, shares,
“Embracing technology helps you to do more than you could usually handle on a one-to-one basis.”
With a whopping 15,000 members and only 500 staff, the RAC knows that tech isn’t just a nice-to-have—it’s essential for keeping members engaged and motivated.
💡Pro Tip
Consider creating a schedule that integrates both live and digital offerings, with a focus on accessibility and convenience. This gives members the flexibility to engage whenever they can, even if life gets in the way. Use automated communication tools—whether it’s through email, app notifications, or social media—to remind members about upcoming classes, and send encouragement or health and wellness tips on rest days. Help them feel like they’re part of a community, no matter where they are.
4. Offer Special New Year Membership Promotions
Problem:
While January brings a flurry of new prospects, many hesitate to commit to long-term memberships without a compelling incentive. They might be hesitant to invest in a fitness journey, fearing they’ll abandon their resolutions by February.
The problem is that most health clubs rely on the same uninspired discounts and generic fitness marketing strategy, and as a result, they fail to stand out. Prospective members are bombarded with offers that feel irrelevant, making it hard for them to see the unique value of your gym.
Solution:
There’s no better time to get creative with your membership deals than January. New Year’s resolutions for health are top of mind, and your health club can be the perfect solution to help people kickstart their fitness journey.
Rather than just slashing prices, think beyond the usual discounts. Create irresistible membership bundles that offer real value. For example, include access to specialty classes, one-on-one personal training sessions, or exclusive amenities.
You could also explore time-sensitive promotions, like a 3-month trial membership, designed to reduce the pressure of a long-term commitment while still giving people a reason to stay beyond the first few months. Or offer new members a free training session after they hit their 10th visit or a gift card when they complete their first month.
Additionally, consider providing valuable health and wellness advice that helps them in setting fitness goals. When prospective members see that your health club is dedicated to their success, they’re more likely to join and stay committed.
💡 Pro Tip:
Personalization goes a long way in capturing interest. Especially when 63% of consumers now expect personalization as a standard of service. Segment your audience and design promotions that speak directly to different groups. Families, couples, and friends joining together might appreciate a group discount or “bring a buddy” perks.
For instance, on the SHC club app, our clients send timely updates, offers, and reminders via features like Feeds, Banners, and Push Notifications.
Our customer, Dylan Benett, Regional Marketing Director of Mesa Fitness, puts it well:
“We use banners on the SHC App to announce events and new classes, while Feeds help us keep both our clubs up to date. It’s also a great tool to communicate directly with members, sharing everything from motivational content to trainer tips.”
By offering thoughtful, well-communicated promotions, and personalized health and wellness tips, you can transform new sign-ups into long-term loyal members who feel valued and supported from day one.
Also Read: How to Sell More Gym Memberships?
5. Kickstart Member Connection with Group Classes
Problem:
New members often feel disconnected when they first join a health club. Without a sense of community or encouragement, they may lose motivation and drop out. A lack of meaningful interaction can make it hard for members to see the gym as more than just a place to work out, which can hurt long-term retention.
Solution:
Group exercise is your answer. According to the Global Fitness Report, group classes are the single most popular gym activity. No wonder 81% of fitness beginners are interested in them.
And it’s proven effective—a 2017 study showed the stress-relieving power of group fitness, making headlines worldwide. Strength really is in numbers.
- Offer a Variety of Classes: From yoga to HIIT and spinning, give members plenty of choices. The more diverse your schedule, the more members will find their fit.
- Foster a Welcoming Vibe: Have instructors introduce new members, encourage partner work, and create an environment where connections happen naturally. This fosters community, which is crucial for sharing health and wellness advice.
- Host Social Events and Challenges: Make fitness fun with themed workouts or friendly competitions. These events build bonds and keep members coming back for more.
💡 Pro Tip:
Keep the community going outside the gym. Set up a Facebook group or use your club’s app to create a space where members can connect, share their respective fitness goals for New Year as well as tips on health and wellness, and cheer each other on. This keeps the motivation high, even between classes. SHC makes it easy for members to check schedules and book their favorite group fitness classes, helping them stay engaged and connected to their fitness journey.
By tapping into the social aspect of group workouts, health clubs can create an environment where members support and inspire each other.
Also Read: Top 11 Fitness Trends in 2025
6. Launch a New Year Challenge or Program
Problem:
New Year’s motivation can be short-lived without the right structure to keep members engaged. Many join with fresh New Year resolutions for health, only to lose focus after the first few weeks. Without something tangible to work toward, that initial enthusiasm fades fast, leading to drop-offs and missed opportunities to build member loyalty.
Solution:
With nearly 10 million hashtags across #FitTok and #Fitstagram, social media trends show one thing for sure: people love a good fitness challenge. Challenges like the 75 Hard Challenge—focused on mental and physical endurance through strict daily routines—or the 30-Day HIIT Challenge are sweeping social media and inspiring people to push their limits.
The New Year is the perfect time to harness this energy by launching a club-wide challenge or program. With everyone focused on fresh starts and setting workout goals, your health club can position itself as the place to achieve fitness goals. Whether it’s a 30-day strength challenge, weight loss program, or endurance goal, setting a timeframe with specific goals motivates members to engage consistently.
💡 Pro Tip:
Feature challenge updates and progress on your health club’s social media and in-club screens to keep the energy high. This not only showcases member achievements but also entices new joiners to be part of your community.
For added engagement, offer incentives like branded merchandise or gift cards for weekly milestones, and a grand prize for finishing strong. Tracking progress digitally through your app or website gives members a convenient way to stay accountable and celebrate their growth along the way, all while setting workout goals.
7. Boost Member Engagement with Community Events
Problem:
For many, the health club can feel like an isolated experience, with members often focused solely on individual workouts. This limited interaction can lead to a disconnect from the club community, resulting in lower engagement and even early cancellations.
A reason why over 50% of gym-goers quit within the first six months. Without strong community bonds, even dedicated members may lose their motivation and fail to stay committed.
Solution:
Turn your health club into more than just a place to sweat. Community events—like themed workouts, wellness workshops, and fitness fairs—invite members to connect beyond their routines. Monthly “Challenge Nights” or “Workout Parties” build camaraderie and turn ordinary workouts into social events. When members feel a sense of belonging, they’re more likely to stay. Studies show that members who feel connected are 40% more likely to renew.
Highlight individual achievements, too. Make “Member of the Month” a club tradition, or celebrate transformations with dedicated events. When members see that their progress is recognized, loyalty grows.
💡 Pro Tip:
Boost these events by partnering with local businesses as part of your fitness marketing strategy and provide rewards like discounted smoothies or restaurant vouchers to add value while strengthening your community presence.
Community events are more than just fun. They turn your health club into a social hub, drive attendance, and build loyalty.
Take Charge of Your Health Club’s Future
Every interaction counts, and with the right approach, your health club can not only attract new faces but also keep them coming back for more.
Discover how SHC can help you create an irresistible member experience that lasts all year long.
