Gym Membership Marketing Ideas For The New Year
Retailers have Black Friday. E-commerce companies have Cyber Monday. For group fitness and fitness professionals, we have New Year's.
Every year, health and fitness goals top many people's New Year's resolutions lists. Studies show that almost 2 out of 3 people prioritize fitness for their New Year's resolutions. But, unfortunately, that same study shows that 73% of people committed to a fitness resolution gave up that goal before reaching it.
So, despite the demand, just opening the doors and lights on New Year's Day won't guarantee you will meet your New Year's resolution to grow your group fitness business.
Now's the time to start planning your strategy to leverage New Year's resolutions to grow your memberships and community! Not sure where to start? No sweat! Here are six ways to make sure you not only make a list of sales resolutions this year but hit them sooner than later.
1. Stand Out From The Crowd
Odds are you aren't the only group fitness class option in town. You're most likely competing with everything from infomercial products to at-home streaming services to mega gyms in your area.
So before you invest your marketing budget into a New Year's promotion, you need to know what makes your business unique.
Start by asking yourself the main reason those new — or returning — fitness seekers should pick you. Next, you'll want to answer these 3 questions:
Who are you?
What services do you offer that make your gym or fitness classes special?
Why are you in business?
With the answers to these questions, you'll be able to create unique messaging and tell your story everywhere:
Website
Promo mailers
Brochures
Business cards
Social media pages, posts, and ads
Specifically for New Year's, you can use these insights to let prospective members know how you can help them reach their goals and New Years' resolutions faster. Choose whatever sets you apart from the crowded health and fitness market filled with often empty promises.
2. Get Started Early
The sooner you start getting your clients into the new-year-new-me spirit, the more they'll start planning for their New Year's resolutions! So how do you get them in a festive mood? Start marketing for the holidays! The new year may be a few months away, but that doesn't mean it's too early to start planning!
Can you post teasers on your social media channels about holiday promos and events?
Or release a class schedule with holiday features?
How about sending out holiday cards or emails in November?
There are many ways to create a buzz about what's happening in the holiday season and what special offers your gym will have for the new year.
3. Add Even More Value
Part of the strategy to increase your membership sales around New Year means you have to stand out from the crowd, and adding value to your gym will do just that!
Find something that doesn't detract from your revenue and give it away as a perk for early gym memberships for free. You could offer:
a towel service
free lockers
a fitness assessment with prospective clients and base their membership around this result
incentives at each membership level such as a trial with a personal trainer
complimentary fitness classes
Anything your clients will appreciate and see as valuable can be added as a bonus when purchasing their gym memberships. Everyone likes to get something for free, and along with increased gym memberships, you'll also start to make a name for yourself as the gym that offers more.
4. Tools for Success
At the start of the new year, everyone wants to stay on track for their New Year's resolutions and make those life changes! As a gym owner, you are uniquely able to give your members all the tools they need to succeed! Help strengthen your community by sharing tools to help them reach their goals.
Can you provide free meal plans or recipes? Or a weekly blog with tips on sticking with their goals? Could you start a Facebook group where you can cheer each other on and support each other's progress?
People are more likely to sign up for a gym membership to support their New Year's resolution if they think they will stick to their fitness goals! Setting them up for success and helping them stay focused will earn you more gym membership sales, along with a glowing reputation for being committed to your clientele.
5. Get Social
Social media is a great way to get your vision and mission in front of potential members quickly. But don't just take our word for it.
According to Pew Research:
69% of adult Americans use Facebook
37% of adult Americans use Instagram
74% of U.S. Facebook users are active at least once a day
63% of U.S. Instagram users are active at least once a day
Those are a lot of potential eyeballs on your social media marketing and lots of people in your community who you could help make an impact.
Getting active on social media with workout photos, community celebrations, special offers, and announcements helps you stay connected with current and potential members.
6. Make It A Group Deal
Why offer membership to one person at a time when you could sell to a whole group at once? PairingNew Year's resolutions and our desire for community and connection in a group deal or offer is the perfect way to appeal to many people during the holidays.
Go corporate and offer businesses gym memberships at a corporate rate. Reaching out to local businesses to offer a discounted rate for a bulk number of gym memberships could just be the secret to upping your revenues for the year.
You could also expand your reach by partnering with other like-minded businesses. For example, offer a discount at your local food market with a gym membership purchase? Or target the New Year's resolutions crowd with an offer like buying a gym membership, receive a gift certificate from your favorite fitness retailer?
Now's the time to maximize your gym membership sales by getting in the festive mood, helping clients see the value in a commitment, and setting them up for success in the new year! And as a gym owner, what are your New Year's resolutions for your business? If you're looking to scale like never before, consider hiring the services of our group fitness consulting team! We'll help you scale and make your business profitable.