Fitness marketing’s old seasonal playbook is breaking down and clubs that focus too much on January are leaving money on the table the other 11 months. That’s the data-backed case from CEO Eric Goodstadt of UpSwell, the fitness marketing platform that works with more than 4,000 facilities nationwide, ranging from big-box gyms to boutique studios.
Goodstadt joined Club Solutions Magazine editor and podcast host Taylor Gabhart to unpack two trends reshaping how clubs market and retain members: the flattening of seasonal demand and a strategic pivot from constant acquisition toward maximizing the value of existing members. The conversation covers where to start when marketing to certain member segments, the rising cost of new members and why the first 180-days determines whether a membership lasts six months or four years.
Show Notes:
- At 2:30, Goodstadt traces the seasonality shift to the COVID-19 pandemic, when fitness evolved from an appearance-driven niche into a year-round wellness priority for a much broader population.
- Goodstadt explains that membership acquisition now track directly with ad spend in any given month, meaning clubs that spread their budget into quieter months capture outsized share of voice at 4:40.
- At 6:50, Goodstadt shares how McKinsey’s five wellness personas — and UpSwell’s own expanded set of 10 — as the starting points for clubs deciding which member segments to prioritize.
- Goodstadt points out how messaging has shifted away from “better body” marketing toward walking, Pilates and community-driven formats like theme nights at 11:45.
- At 13:50, Goodstadt details how UpSwell’s integration with club management platforms like ClubReady flags churn risk early, enabling targeted retention outreach.
- Goodstadt shares that average new member acquisition cost has climbed up from about three years ago and makes the case for deeper introductory offers over bare-bones free trials at 18:30.
- Lastly, at 24:50, Goodstadt shares his top takeaway: it costs significantly more to win a new member than to keep one and tightening by even a few points meaningfully boosts the bottom line.
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