January is the UK’s busiest gym month, with 4GLOBAL’s DataHub showing it to be 28% busier than December and 10% busier than the previous three months combined.
With New Year’s resolutions driving a surge of interest in fitness and physical wellbeing, it’s the perfect opportunity to attract new members.
It’s a fantastic opportunity to drive memberships, but you need to make sure that your gym is the first choice for new members when the new year arrives. Here’s how to make the most of your strengths to shine during the January rush.
Offer Flexible Gym Membership Options
Having an appropriate membership offering is a common topic on our blog, but there are still a large number of gyms that rely on long-term contracts – which can be a turn-off for those new to using a gym.
Stand out by offering more flexible options, such as short-term memberships or monthly rolling plans where the member can cancel anytime. This allows hesitant prospects to ease into what can be a big commitment for some.
Trial periods are another great option. A week or month at a discounted rate gives newcomers the chance to experience your gym without feeling pressured. Once they see the value you provide, they’re more likely to stick around. Once you’ve got new members signed up for a trial period, you can implement a process to turn them into committed members.
Simplify the Joining Process
It can take a long time for new members to work up the courage to join a gym, so when people are motivated to join, the last thing you want is to put them off with a complicated sign-up process. Members should be able to sign up and pay for their membership in no more than five minutes – any longer than that and your joining process is likely too complicated.
Make it easy for potential members to commit by offering clear pricing and online registration with the ability to pay online. Transparency is crucial, so be sure to display your membership options and any additional costs to build trust from the first interaction.
Build on Your Community Feel
Potential members are often looking for a place where they feel welcomed and supported, not just another anonymous workout space, which means you need to make every interaction count.
Personally greet visitors when they walk through the door, and be personable during their inductions by understanding their health goals. Encouraging referrals from current members or offering small incentives like discounted membership fees or free guest passes can make word-of-mouth a powerful tool for growth. Plus, people are much less likely to cancel a membership if they go with their friends!
Focus on Your Expertise
Your passion and knowledge are some of your greatest assets. Use them to position yourself as a trusted resource for fitness guidance. Make yourself available to new members to help them with their lifting form, fitness assessments or workout plans. You could even offer all of this in one free personal training session when they sign up in a certain time frame.
But sharing your knowledge doesn’t have to stop there. You can also post quick, actionable content on social media that highlights your expertise while engaging with your audience. Even a short Instagram story or a Facebook post with workout tips can build credibility and keep your gym top of mind.
To recap, independent gyms can win new members in the January rush by focusing on personal connection, flexibility, and expertise. By leaning into these strengths, you can not only attract new members during the January rush but also build the foundations for a loyal community that keeps them coming back. This January, focus on what makes your gym special and run with it. Your members – and your business – will thank you for it!
ClubRight is the go-to management software for independent gyms, taking care of everything from membership management and billing to class bookings and online joining—plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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