“We’re really about making fitness fun and affordable for everyone in a non-intimidating environment,” said McCall Gosselin, vice president of public relations and communications for the company. Planet Fitness, which has more than 1,500 locations nationally, keeps it simple when it comes to retaining the January gym-goers. Rebranding gyms as places where all, not just gym rats, are welcome That means promoting themselves as inclusive and nonjudgmental - customers who miss several workouts aren’t scolded when they return - while offering deals, fitness and nutrition guidance, and commitment-free memberships to gym-goers. To retain the new patrons, gyms often combine financial incentives with emotional ones. But a time that so often results in a financial windfall for gyms also sees scores of recruits come and go. And nearly all gyms, including LA Fitness, offer sign-up specials in January.Ī number hire new staff to meet the demands of the new customers. Crunch prides itself on its personalized training for members. Chains like Planet Fitness do this, in part, by charging a $10 monthly fee, while Gold’s Gym offers free membership trial passes. On New Year’s Day, an occasion when most companies are closed, gyms stay open due to the onslaught of new customers who kick off fitness regimens at the start of each new year. In 2017, that number grew to 70.2 million Americans, according to the International Health, Racquet, and Sportsclub Association.Īs the number of Americans joining health clubs grows every year, gyms are striving to make January a month where they can retain newcomers for the long haul. In 2010, roughly 50 million people belonged to a fitness center. Instead, they get fit when they’re personally motivated to do so, which may be why some health clubs report that as many new members join in March as they do in January. For others, an arbitrary calendar date isn’t inspiration enough to get people into a gym regularly. These numbers don’t necessarily mean the United States is a nation of quitters, but that it can be challenging to make the time to go to the gym, to know what to do once you get there, and to maintain the practice. Once October rolls around, just 22 percent of the members who joined a gym at the start of the year remain active, according to the data intelligence firm Cardlytics. But many new gym patrons cancel their membership before spring comes, and almost half don’t make it beyond the first month.īy some estimates, more than 12 percent of Americans join gyms in January, higher than the 8 percent on average who join during the rest of the year. Fitness chains across the country profit from this trend annually, signing up droves of people who’ve decided to begin the year by getting into shape. Each year, losing weight and exercising more are among the top goals on new year’s resolution lists.
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