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Operations: How to Capitalize on New Members in the New Year

new year

Every January gyms become flooded with fresh faces. We all know this right? Let’s take a moment to recall some basics that can support your club’s ability to capitalize on your new members. After all, exercise and healthier eating are the top New Year’s resolutions, followed by life improvement as number two, Statistic Brain reports.

There’s no better time than now to make the phrase “new year, new you” come to life! Here are some ways you can create a great experience for members, so they can achieve this goal.

Be Personable

With the influx of new members it is important to know their names, as well as take the time to understand their goals. Show that you care about them and are going to help them complete those goals. 

Take Advantage of Social Platforms

Social media is your friend! Make sure your team is posting regularly and engaging with the public on these platforms. Offer promotions for discounted memberships, personal training and assessments. A 30-day challenge with incentives is a great way to get people involved for the full month. It takes 20 days to form a new habit, so a 30-day challenge can do just that and keep the new members coming.

Group Fitness

Give your group fitness class schedule a new look. It is hard if you are just getting back into the gym to know how to create a full workout using individual machines. With group fitness individuals are directed and they are ensured a great workout. Make sure the schedule can offer something at any time of the day, with a variety of classes in the early morning, during lunch breaks and evening. There’s no excuse for not being able to make a class.

It is a great time of year for people to make a change in their lives and as a club owner or manager, you can assist that while helping your own business. Eighty-percent of people who join gyms in January cancel their membership within five months. Try to make sure that doesn’t happen to your facility, by creating an environment where people are excited to stay!


Lindsey Rainwater, also known as Lindsey RainH2O, is a sought-after business advisor, founder, writer and keynote speaker to the fitness and wellness industry. For more information about Rainwater, follow her on Twitter @LindseyRainH2O.

Lindsey Rainwater

Lindsey Rainwater is an experienced business advisor, executive coach and the founder of The Women in Fitness Association (WIFA). WIFA is the global association supporting women in their career trajectory helping them rise to their fullest potential in business and life.

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