Why January Is a Goldmine
January is the only month when motivation, resolutions, and behaviour change all peak at the same time.Industry data shows that gym visits in January are typically 20–25% higher than in December, making it the strongest acquisition month of the year for gyms, trainers, coaches, and wellness brands.
But with higher demand comes higher competition — and that’s where strategy matters.
How Does January Compare to other Months
According to one recent industry summary, about 12% of all new gym sign-ups occur in January — making it the busiest month of the year for gyms.
In a 2025 data-analysis article covering several U.S. gym chains, visits in January 2025 were 21.2% higher than in December 2024. That spike echoes a similar January-over-December jump in 2024 (≈ 23.4%).
According to seasonal-marketing guidance for gyms, Q1 (especially January) is historically the highest-growth period for new memberships — much higher than the “slow” summer months.
At the same time: many of those who join in January end up dropping out within months – some sources say over half of January-joiners quit within six months.
About 12% of all new gym sign-ups occur in January – making it the busiest month of the year for gyms. However the churns of January joiners are higher – 50% of them quits within 6 months.
Opportunities in Q1
1. Gyms & Fitness Studios
Offer trial memberships, referral bonuses, or class bundles. Make entry easy and low-risk for first-timers.
Try to be more personalised with your offers. Use your CRM data such as:
last visit,
frequency,
average length of stay,
or which services they use (PT vs. group classes, etc.).
You might uncover interesting behaviour in certain customer groups – for example, women aged 30–40 may spend less time in the gym than women aged 20–30. You can assume it may be due to parenting, time limits, or scheduling. That group could be a strong audience for 1:1 PT sessions, helping them get maximum results in minimal time. (This is just an example, not based on real data.)
Don’t ignore your existing customers – New Year hype doesn’t replace loyalty!
Let's run couple of scenarios:
A new joiner hasn’t shown up within the first week
Don’t wait for them to come back. Reach out, invite them for a quick tour or recommend a class that fits their goals. The first seven days are critical for building the habit.
A new joiner came only a few times during the first month
Give them a gentle nudge. Offer a “bring a friend” pass — it lowers the psychological barrier and increases accountability.
Create small group sessions for new members only
People stay where they feel they belong. A beginner-friendly small group builds connection, motivation, and a sense of progress among members who are all starting at the same time.
Have PTs visible on the gym floor
A good personal trainer can spot a novice from miles away. Train your PTs to approach new members in a friendly, non-intimidating way. This helps members feel supported – and it’s also one of the most effective ways for PTs to grow their 1:1 clientele.
And the list could go on…If you don’t understand your customers’ behaviour, you can’t shape offers that keep them active – and that’s where most gyms lose the January momentum.
If you’re unsure how to read your data, don’t have access to the right insights, or simply feel stuck for ideas — let’s talk and build it together.
2. Wellness Coaches & Nutritionists
Launch a structured “30-Day Reset Program.” Position it as a supportive journey, not a quick fix.
Make it simple and realistic enough for people to follow. You want them to build a habit – not feel discouraged because they couldn’t complete half the tasks.
3. E-commerce Wellness Brands
Highlight starter kits as the perfect entry point for New Year resolutions.
Organise your products by usage
e.g., “Yoga Essentials,” where you list everything related to yoga: clothes, underwear, mats, water bottle, towel, etc. You might even introduce categories customers didn’t realise they needed.
Add something extra
for orders over 100€, include a free water bottle or let them choose between two gifts of similar value.
Give them reason to come back
Offer a percentage discount on the next purchase to encourage repeat buying and position your store as their go-to source for wellness gear.
Strategies to Stand Out
Be Transparent About Results:
Don’t promise unrealistic transformations – people see right through that. Share genuine customer experiences instead.
And a personal note from me: please don’t even think about using AI-generated “UGC.” It’s not authentic, it’s not earned, and yes – people are already tired of it. Your audience deserves real stories, real faces, real progress!
Target Niche Audiences:
Instead of “fitness for everyone,” try positioning like “yoga for busy parents” or “strength training for women over 40.”
Plan Ad Spend Wisely:
January CPCs are high. Allocate some budget earlier (December) to capture early sign-ups while spending is still lower.
Define Your Niche: |
Use my Attract Your Dream Client Workbook — a simple, fun step-by-step guide to help you identify your id |
Mistakes to Avoid
Don’t treat January as a one-off
Think retention: what will keep people engaged in March?
Don’t ignore your existing customers
New Year hype doesn’t replace loyalty.
Conclusion: Ride the Wave, but Plan for the Long Game
January is a powerful moment to capture motivated customers – but real growth comes from helping them turn resolutions into habits.
Focus on retention, honesty, and clear positioning, and your business will thrive well beyond Q1.
Want clearer targeting and stronger retention in Q1?
Grab my Attract Your Dream Client Workbook and start shaping a strategy that speaks to the right people from day one.
Or message me if you’d prefer hands-on support.
