You have a huge opportunity in the New Year, and you wan’t to capitalize on it. But unless you craft a captivating New Year’s offer, you’ll miss the boat.
In the ultra-competitive fitness industry, seizing the New Year opportunity is essential to the sustained growth of any gym.
This article explores the strategies and tactics to ensure your New Year’s offer stands out so that fitness-minded people choose your gym to achieve their New Year’s resolution.
Setting the Stage for Success
The coming of the new year brings with it a surge of optimism, coupled with a resolve to follow a fitter, healthier lifestyle over the coming 12 months. For gym owners, the resolution season is potentially the most lucrative of the year. So long as they can tap into the motivation and aspirations of people seeking change, they will prosper.
The key to reaping such benefits is understanding the intricacies of consumer behavior during the New Year’s season.
A new year brings with it a spirit of renewal. It allows us to reset the calendar, put our failings of the past 12 months behind us, and start afresh. Whether fueled by weight loss goals, improved fitness levels, or a commitment to overall well-being, we approach the New Year with a heightened sense of purpose.
Your challenge is to match your message to the intrinsic motivators that drive people to search for a place to work out.
Aspirations and Goal Setting
People often set ambitious health and fitness goals for the year ahead. This allows you to present your gym as the vehicle to turn those aspirations into tangible results. When you create a New Year’s offer that aligns with the varied goals of potential members, you will create a compelling value proposition.
The Desire for Support and Community
Potential members aren’t just looking for a place to do squats and run on a treadmill. They also want a supportive environment and to be part of a fitness community. Your New Year’s offer should promote a supportive atmosphere to support this desire. You can do this by tailoring your offer to include:
- Group classes
- Personalized training sessions
- Community engagement
- Individualized attention
The Importance of Convenience and Accessibility
Many people who have resolved to get fit during January will do so for the first time. They may be intimidated by the thought of exercising in a crowded facility amid many buff bodies. You can tailor your New Year’s offer to overcome such fears and reduce mental barriers to entry. Here are some ways to do this:
- Emphasize your welcoming environment
- Showcase diverse members at all fitness levels
- Promote progress over perfection
- Offer beginner-friendly programs
- Stress a judgment-free zone
- Promote virtual and private training sessions
- Host an open house or trial period so people can get familiar with the gym without commitment
- Leverage testimonials and reviews that showcase the non-judgmental atmosphere of the gym
- Promote flexible membership plans and convenient class schedules
- Highlight your user-friendly facilities
Most gyms see an influx in January, only to see a mass departure in March when the New Year’s resolution mania wears off. That’s not a plan for success. Your goal should be to keep your new members engaged once the initial enthusiasm disappears. Your offer should include post-sign-up support, ongoing motivation, and various fitness programs that build lasting connections. From the outset, your goal should be to attract new members and create long-term relationships.
Crafting a Compelling Offer
Here are six different types of deals that have been successful in attracting prospective gym members during the New Year’s season:
- Limited-time Memberships and Day Passes
You should provide prospective members with the opportunity to test out the ambiance of the gym by providing them with a day pass or a trial membership for a limited time. This provides individuals with a risk-free opportunity to investigate your facilities and determine whether or not they are a good fit for them.
- Reduced Rates
People who sign up for membership during the month of January should be eligible for limited-time savings on membership fees.
- Offers in Bundle Form
Make available bundled packages that consist of a subscription to the gym, personal training sessions, and, if applicable, dietary consultations. This is the time of year when people are more inclined to invest in a holistic fitness solution to adhere to their resolutions.
- Referral Program
Establish a referral program in which current members are paid to bring in new members. This allows you to capitalize on word-of-mouth marketing while simultaneously developing social networks and rewarding people who are already part of your community.
- Families and Friend Plans
Introduce membership choices that are geared towards families or groups and encourage individuals to sign up with their friends or family members.
- Free Workshops or Classes
Free exercise courses or seminars should be provided so prospective members can attend and get a feel for the facilities and services offered by the gym.
When people think that there is a limited supply of a product or service or that it will only be available for a short period, its value in their eyes increases. This is the principle behind scarcity. Scarcity creates fear of missing out (FOMO). It is created in two ways:
- Limited stock
- A time-sensitive offer
Scarcity in marketing is designed to get the potential buyer to take action. It creates an emotional response by increasing anticipation and excitement. It also taps into our inbuilt competitive instinct, so people want to grab and offer before others do.
Scarcity also causes impulse buying, with people not wanting to miss out on an exclusive deal.
Here are some strategies to create a sense of urgency and exclusivity in New Year’s offers:
Introduce time-sensitive promotions with clear start and end dates. Ensure that the offer is exclusive to the New Year’s resolution period.
Offer exclusive access or early access to certain facilities, classes, or amenities for individuals who sign up during the New Year’s promotion.
Countdowns and Timers
Use countdowns and timers in marketing materials, websites, and promotional emails. These visual cues emphasize the sense of urgency, highlighting that time is running out.
Limit the number of available memberships or slots for specific classes or programs. Make it clear that only a finite number of sign-ups will have the promoted exclusive benefits.
Promote early-bird specials with additional perks for individuals who sign up within the first few days of the promotion.
Your gym website should be integral to your New Year’s offer promotion. Create an attractive homepage with a banner promoting your offer. Include appealing visuals of people working out, body transformations, and group sessions. Your banner text should be persuasive and concise, sharing the exclusivity and limited-time nature.
You should also create a dedicated section for the New Year’s offer on your website. Include all the relevant details, including benefits, exclusive features, time sensitivity, and pricing. Including testimonials from current members and/or success stories about those who achieved previous New Year’s resolutions is a good idea.
I also highly recommend placing a countdown timer on your New Year’s page to create a sense of urgency. Add interactive elements such as buttons for signing up, booking a tour, or getting more details.
Be sure to have a lead capture form to collect contact information for follow-up communication.
Place a clear and prominent call-to-action (CTA) throughout the website, directing visitors to the New Year’s offer page.
Ensure your website is optimized for mobile viewing to be easily navigable and readable on a mobile device. Finally, include an FAQ section to address questions visitors may have.
At Gymdesk, we provide a free, SEO-optimized gym website that looks great and has your branding. The best part is it’s fully integrated with our marketing suite and member management features, and it’s extremely easy to use. You can get a website up and running in just a few clicks.
Social Media Marketing
For your New Year’s offer to succeed, you must make the most of social media marketing. It starts with the creation of eye-catching graphics and visuals. Use high-impact images and videos showcasing the gym’s facilities, trainers, and members participating in exciting workouts.
Include New Year-themed elements to make the content timely and relevant. Then, write concise, persuasive content that emphasizes the following aspects of your New Year’s offer:
- Limited-time nature
- Unique features
Use persuasive language to encourage action, such as “Start Your Fitness Journey Today” or “Transform Your Health in the New Year.”
Once you’ve created your social media campaign, share it across all your platforms, including Instagram, Facebook, Twitter, and LinkedIn. Tailor the content to suit each platform’s audience and engagement style.
Create a posting schedule and commit to sticking to it. Include promo posts, success stories, fitness tips, and behind-the-scenes glimpses.
Create a branded hashtag for your New Year’s offer and encourage members to use it in their posts. I also recommend building anticipation for your offer by running countdowns on social media platforms. Share teasers, sneak peeks, or testimonials to create excitement for the New Year’s launch.
Run Paid Advertising Campaigns
You should also run paid advertising campaigns on platforms like Facebook and Instagram to reach a wider audience. Target specific demographics, such as location, age, interests, and behaviors, to maximize the effectiveness of your ads.
You should also investigate partnerships with fitness influencers to promote your New Year’s offer. Influencers can provide authentic testimonials, share their fitness journey, and reach a broader audience.
Be sure to monitor comments, messages, and mentions on social media regularly. Be as responsive as possible to queries and comments. Doing so tells prospective members that you are engaged and proactive.
Use social media analytics tools to track the performance of your New Year’s offer campaign. Look closely at the engagement, reach, and conversions to see what works and what doesn’t.
Customer Relationship Management
Your New Year’s offer should seamlessly feed into your Customer Relationship Management system for managing leads, nurturing prospects, and retaining members. Here are some suggestions on how to do it:
Create Targeted Segments
Segment your CRM based on the leads and members interested in your New Year’s offer. Categorize them according to engagement level, such as those who have only inquired, those who have had a free trial, and those who are interested in a specific program.
Capture New Leads
Use your CRM to capture and organize leads generated through New Year’s promotions, events, or online inquiries. Record the name, contact details, fitness goals, and preferred communication channels.
Automate Follow-Up Sequences
Set up automated follow-up sequences within your CRM to nurture leads at different conversion funnel stages. Schedule personalized follow-up emails, messages, or calls to keep leads engaged and provide additional information about the New Year’s offer.
Leverage CRM data to personalize communications with leads and members. Address individuals by their name and tailor messages based on their fitness goals, preferences, and past interactions with your gym.
Integrate with Marketing Automation Tools
Integrate your CRM with marketing automation tools to streamline communication and campaigns. Design targeted email campaigns, social media ads, or SMS messages related to the New Year’s offer and ensure the CRM data syncs seamlessly.
Seamless Booking Experience
January will probably be the busiest month of the year for your gym. Having automated systems in place will allow things to run smoothly. This should include a user-friendly booking system that allows gym members to easily reserve slots for classes, private lessons, or introductory sessions.
During the busy New Year’s period, members can secure their preferred time slots in advance, ensuring they can participate in their desired activities. They can access the booking system through a member portal, allowing them to choose the time slot that suits them.
This flexibility is crucial during New Year’s, when members may have varying schedules due to holiday commitments.
Gymdesk’s gym management software provides a stellar online booking service. Members can view the enrollment for each session and make informed decisions about which sessions to book based on how busy they are, promoting social distancing. The system automatically sends email confirmations with booking details to members. Members receive calendar invitations for their booked time slots, minimizing the chances of missed appointments and promoting consistent attendance.
Visitors can book trial lessons on the gym’s website, and their contact details are seamlessly captured, enhancing the lead generation process.
You can and should highlight your automated booking service in your New Year’s offers. Highlight the convenience of securing preferred time slots in advance as part of the package, creating added value for potential members.
Implement early-bird specials for individuals who sign up within the first few days of the New Year. Emphasize access to premium booking features, such as automatic reminders and calendar invitations, as part of the early-bird offer.
Create countdown promotions for the New Year with limited booking slots available for exclusive sessions or classes. Communicate that these limited slots are accessible only through the booking system, creating a sense of exclusivity.
Sample New Year’s Offer:
🎉✨ New Year, New You! ✨🎉
Ready to crush your fitness goals in 2023? 💪 We’ve got the perfect New Year’s offer just for you! 🌟
🌈 What’s in it for you:
🆓 Free trial membership to explore our world-class facilities!
💸 Exclusive New Year discounts on enrollment fees!
🏋️♂️ Bundled packages with personalized training sessions and more!
Hurry! Limited spots available. Don’t miss out! 🕒⏳
DM us “NewYearFit” to claim your offer! 📩👊
🚀 New Year, New Goals! 🚀
Embark on your fitness journey with our exclusive New Year’s offer! 🎊 Sign up now to enjoy:
🆓 Free trial membership!
💰 Special discounts on enrollment fees!
🤝 Bundle packages for a comprehensive fitness experience!
Seize the moment and make 2023 your healthiest year yet! 💪✨ Limited slots available. Act fast!
Comment “NewYearFit” below or message us to grab your offer! 📬👟
🌟 Unlock Your Potential in 2023! 🌟
Elevate your fitness game with our New Year’s offer! 🏋️♀️ Here’s what you get:
🆓 Complimentary trial membership!
💲 Exclusive discounts on enrollment fees!
🤸♂️ Bundled packages for a holistic fitness journey!
Join us and make this year your healthiest one yet! Limited availability—secure your spot now!
Connect with us by messaging “NewYearFit” for more details! 📩💼
Other Social Media Platforms:
🎉 New Year, New Beginnings! 🎉
Ready to kickstart your fitness journey? Our New Year’s offer is here for you! 🌈 Enjoy:
🆓 Free trial membership to explore our fantastic gym!
💰 Exclusive New Year discounts on enrollment fees!
🏆 Bundled packages with personalized training sessions!
Act fast—limited spots available! Direct message us “NewYearFit” to claim your offer! 💌🏃♂️
New Year is a critical time for gym owners to boost their membership and set themselves up for strong yearly financial success. Without good offers, however, you’re likely to lose out to more competitive gyms and fitness franchises.
To avoid future failure, or course correct for past mistakes, you first have to lay a firm foundation for creating a good offer. To do so, optimize your gym culture and ethos for the concepts below.
- Understand consumer needs and motivations
- Incorporate the power of goal-setting
- Create community
- Optimize for convenience and accessibility
- Maintain engagement levels
With the fundamentals of a fun gym community squared away, you now want to learn the tactics of successful gym offers and construct offers to execute on this New Year season. The top tactics include the following.
- Short term promotions and membership deals
- Exclusive access
- Countdown and timers (create scarcity and urgency)
- Early-Bird specials
Even with these tactics in place, you still need to do lots of experimentation. Take note of what works and what doesn’t, and tweak and test accordingly.