As the year draws to a close, it’s prime time for fitness businesses to plan seasonal marketing strategies to engage members and attract new sign-ups. With Thanksgiving, Christmas, and the new year right around the corner, there’s a unique opportunity for gyms to tap into the seasonal motivations that drive people to get active and set health goals. Smart planning can lead to significant boosts in membership, especially by understanding the demographics most likely to engage during these periods and using data-driven insights to guide your marketing efforts.
Thanksgiving: Build the warm-up
November is an ideal time to start building anticipation for new routines and accountability around the holiday season. As Thanksgiving approaches, the social mindset leans toward indulgence and relaxation, yet it’s also a time when people start feeling the nudge to balance it out with fitness.
Marketing tips for Thanksgiving:
- Gratitude promotions: Offer referral discounts where current members can gift a trial to a friend. Thanksgiving-focused campaigns emphasizing gratitude can motivate both current and potential members.
- Onboarding & retention programs: Since nearly 50% of New Year’s resolution gym-goers drop off by February, investing in an effective onboarding program that educates and encourages new members can help retain them longer. Offering a free consultation with a trainer can also be a powerful motivator. For a more in-depth look at how targeted email campaigns can keep members engaged and motivated, check out our blog: From creation to optimization: Mastering email campaigns (Part 3).
By crafting campaigns that resonate with this spirit of togetherness, gyms can create a welcoming atmosphere for prospective members who are contemplating a healthier lifestyle as they indulge in holiday treats.
Christmas: Capitalize on the gift of health
December, often considered the “giving” season, is when people are inclined to make purchases for loved ones and even themselves. Gyms can maximize this by positioning memberships, classes, or fitness programs as perfect holiday gifts.
Gift ideas and promotions:
- Gift memberships and personal training packages: Studies indicate that 58% of consumers are more likely to purchase a fitness gift during the holiday season. Offering special Christmas promotions for membership bundles can create a sense of urgency and exclusivity.
- 12 days of fitness challenge: A short-term fitness challenge with fun rewards can keep members engaged during December. Members can bring a friend for free, exposing more people to your gym while maintaining engagement during the holiday lull.
Many fitness businesses see a 15-20% rise in new memberships during December due to people’s tendency to gift health-related items. By making it easy for them to gift memberships, gyms can capture new audiences and encourage existing members to stay consistent.
New year: The resolution surge
New year’s brings an influx of people with fresh motivations, and gyms often see the biggest spike in sign-ups during January. Around 12% of new gym memberships each year come from New Year’s resolutions. To make the most of this, it’s essential to prepare ahead with streamlined processes and tailored marketing.
Effective January campaigns:
- Discounted January membership: Statistics show that 73% of people with new year’s fitness resolutions are more likely to join if there’s a promotion involved. A 50% off promotion or a free trial week in January can entice those who are hesitant.
- Onboarding & retention programs: Since nearly 50% of New Year’s resolution gym-goers drop off by February, investing in an effective onboarding program that educates and encourages new members can help retain them longer. Offering a free consultation with a trainer can also be a powerful motivator. For a more in-depth look at how targeted email campaigns can keep members engaged and motivated, check out our blog: From creation to optimization: Mastering email campaigns (Part 3).
- Tracking goals: Hosting a January goal-setting workshop can create community spirit. This can be especially appealing to younger demographics (aged 18-34), who are statistically the most motivated to maintain new year’s resolutions.
Demographics and what to expect
Data suggests that people aged 25-45 make up the majority of new year’s fitness resolutions, with women slightly outnumbering men in this group. However, gyms should anticipate increased interest across various demographics and tailor messaging to resonate with different age groups. For instance, a 2023 study found that:
- Millennials (born between 1981 and 1996, currently ages 28-43) are more motivated by convenience, flexibility, and digital access.
- Gen Xers (born between 1965 and 1980, currently ages 44-59) prefer value and tangible outcomes, responding well to promotional offers with clear benefits.
- Baby boomers (born between 1946 and 1964, currently ages 60-78) focus on health and wellness, often prioritizing class schedules and workout programs that cater to specific health goals.
By understanding who’s most likely to join and targeting messages to these groups, gyms can create a well-rounded seasonal marketing plan that maximizes their reach.
Using MyStudio to plan ahead: data-driven strategies
To further capitalize on the seasonal surge, MyStudio users can analyze data from previous years to make informed decisions. Reviewing past data, such as member demographics, popular classes, and signup trends, can help you design effective marketing strategies tailored to your community’s needs. Here’s how to get started:
- Analyze monthly signups and calculate growth
- Review last year’s signups: Look at signups for October through January from the previous year to identify your growth patterns. This helps gauge where you can set realistic, data-based targets.
- Formula for growth rate:
- Growth rate = (Current month’s signups − Previous month’s signups / Previous month’s signups) × 100. If you had 150 signups in October and 200 in November, for example, your growth rate for November would be 33.3%. This can indicate whether you should double down on similar promotional efforts this year.
- Calculate revenue growth from memberships
- If your gym’s success relies heavily on revenue from memberships, calculating revenue growth is essential.
- Formula:
- Revenue growth rate = (Current month’s revenue − Previous month’s revenue / Previous month’s revenue)×100. This helps you identify high-earning periods and adjust your promotions or staffing based on anticipated traffic.
- Spot trends by age, gender, and class popularity
- Age & gender patterns: Review which demographics were most engaged during the holiday season. If younger adults (e.g., 18-34) had a higher engagement during new year’s, design January promotions that appeal directly to them.
- Class popularity: Check which classes had the highest attendance, and adjust schedules or promotions to meet demand. For example, if high-intensity classes were popular, consider increasing availability.
- Class popularity percentage:
- Class popularity = (Number of signups for class / Total signups)×100. This helps determine which offerings to promote as lead generators.
Using MyStudio’s data insights, gym owners can prepare for seasonal trends more effectively, tailor their offerings to high-interest areas, and engage their community at the right time. By setting specific, measurable goals and basing your plans on real data, you’re positioning your gym for a successful year-end and a strong start to the new year.
Ready to elevate your strategy? Schedule a demo and start a free trial today to speak with a MyStudio specialist. Our team can guide you through using data-driven insights to boost engagement, attract new members, and optimize your gym’s growth through the year’s busiest seasons. Don’t miss out on the chance to set your business up for success!
