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Think Creatively to Capitalize on the New Year’s Traffic

new year

Once we cross into the New Year, many people are contemplating a life change, whether it is social, economical, physical or spiritual. Below, find creative ways to attract, engage and inspire members:


Encourage people to workout with other people. Members are a great source of new members, so make it easier to let them bring friends. Think about lifting guest restrictions for a special event. Allow them to enjoy upgrades and other special privileges that might otherwise be at a premium.

Make it a social event. Plan things specifically for the guests like special classes or free products. Market the event and make it different from your “every day” guest options. Every guest should be entered into your club management system, and every guest should receive a thank you call, email or text. Many club management systems will automatically create a “pipeline” and offer other marketing options. From the invitation to the “thank you,” make the guest want to be a member.

Special Memberships and Trial Offers

Offer flash sales, special trials or other things you don’t do the rest of the year. Make an offer they can’t refuse. The goal is to make it affordable and attractive. 

Offer prepaid memberships, discounts on joining fees or special trials. Use social media to promote and feature your site. Your management software should be able to help with marketing, as well as processing online payment and storing the electronic membership agreement. 

Make it easy for people to join. Upfront costs are often too high for low-cost memberships. Think about offering these special incentives to prior members as well. Just make sure each year you review the member’s history in your club management software to make sure they qualify.

Offer “Pop Up Classes” or Promo a New Class

Think about adding something new to diversify the member experience. Pop-up classes are usually unique and interesting. Think outside the box and use your knowledge of your community, club and instructors.

Tap into the expertise of your staff as well. Make sure these programs are available on your website and link directly to enrollment and program tracking in your club management software. 

Promote New/Existing Products

Foot traffic will most likely spike during the New Year period, so consider offering exclusive in-club discounts. Perhaps you can have an influencer promote a special sale day at the club. Offer free sample days and “try before you buy” events. Send special coupons to your top spenders.

Don’t forget to showcase your fee for service items as well. Specials on personal training, classes and weight loss programs should be marketed everywhere in the club, just for the New Year rush.

During the New Year influx, help members find their motivation, a new experience, a new friend or even a new body. Put yourself in their shoes, focus on what is most important to them and align it with your club goals.

Susanne Nauseda

Susanne Nauseda has an exercise science degree she put to use in the industry for 10 years prior to joining Twin Oaks Software, where she has worked for the last 17 years. Contact her at 860.829.6000 x 269 or snauseda@tosd.com.

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