Promoting Programs in the New Year

A new year brings joy to program directors. With member engagement at an all-time high, it is the perfect time to unveil new schedules, programs and classes. While it is important to tap into the new trends to keep your business on the leading edge, it is not just about what you have that is new, but rather how you promote what you have, that matters. Here are three things you can do to ring in the New Year:

First, make your schedule look new. Switch up concepts and class times, and if possible, give some of your programs a new name or logo.

Second, if you can introduce something new within the first quarter of the New Year, then start promoting now. Begin talking to your members in January and build the excitement through February. Launch your new class or program at the end of February or early March, before your members leave on their winter vacations. This will keep them engaged and curious to come back right after their holiday.

Lastly, study the trends reports that will be published throughout the early part of the New Year. Look at the top trends on the list of programs, classes and equipment to determine which of these trends you could incorporate within the year.

Take advantage of the media’s interest in “What’s New in Fitness for 2017” and lend your voice as the expert. If you have the budget to invest in something new, study the trends list and decide how you can get the biggest bang for your buck.

At the end of the day, your success is measured by participation. Build new classes off what is performing strong and if you really believe in a class or program (that isn’t performing well), invest some time with those trainers and instructors to find out what they need to build participation.

My best advice for 2017 is to be open minded to trying new things and talking up what you’ve got that is already great.

Mo Hagan is vice president of program innovation for GoodLife Fitness and canfitpro. Email her at mo@goodlifefitness.com.