It’s New Year’s resolution season, that magical time of the year when everyone gets a clean slate to make the lifestyle changes that can set them on the path to being the person they want to be.
For fitness industry professionals, that also means there is only one month left to get ready to embrace those members — new, current and those that don’t get to workout as much as they’d like — who rush into health clubs every January to jumpstart their fitness routine in order to lead a healthier life.
Are you prepared?
Here are a few simple ways to get any fitness facility ready for the New Year’s resolution rush.
Be the Club You Want to Be: Take a few minutes to evaluate the facility. Does it need a fresh coat of paint on the walls? Does the reception desk look inviting to new members?
Maintain to Retain: Evaluate the current equipment offering and make sure it looks like equipment a new member would want to workout on to achieve their goals.
Is the preventative maintenance up to date to ensure that the equipment is running properly? Do the benches have rips in the upholstery? Are the accessories like mats, balls, and bands in good shape?
Prep the Staff: Hold a staff meeting (or two) before the end of the year to make sure everyone knows about new promotions or classes the club is running. The more they know, the more motivation they can provide new members.
Evaluate Current Equipment Offerings: Is it time to upgrade existing equipment? Manufacturers offer great year-end trade-in specials and promotions. Maybe a simple reorganization of the current equipment layout will provide a better flow and renewed energy. This is the time to get ahead of the rush to make a great first impression.
Safety First: Review all safety procedures and emergency protocols with the staff. While this is always a great idea, it’s even more vital when there are new members, especially those less familiar with physical exertion or working out on equipment. If there are staff certifications in need of renewing, get a jump on it now!
Focus on the Members: Host special sessions like motivational speakers, free introductory classes or community-wide workouts. This is a value-add for the members and it gets personal trainers in front of new potential customers.
Club Competition: Create a contest that encourages members to workout in your facility multiple times in a week. For example, host an indoor triathlon with cycling, rowing and running, where miles are logged over a 30-day period. Tie it to a charity. Invite the media. This will generate momentum with members and get some extra attention from non-members.
Stay Current: Make sure that your programming reflects the hottest fitness trends to keep members engaged. A great option for this January is boxing with exciting, new products centering around the sport that are perfect for action-packed small group training sessions that require minimal floor space.
Check in on Members: Make sure that the staff periodically checks in on members. The first 90 days are the most vital to them creating a habit out of working out. Providing a level of personal attention and accountability can go a long way in helping a member reach their goals.
Incentivize: Who doesn’t like to be rewarded for their effort? Whether offering discounts at the pro shop or a free smoothie, rewarding new members for doing what it takes to reach their goals is a win-win situation.
Remember: It takes about 90 days to convert a new member into a regular exerciser, so what you and your staff do in those first few months sets the stage for how engaged that member will be using your facility to achieve their goals.
Sonja Friend-Uhl is the Star Trac Lead Master Trainer of Star Trac. She can be contacted at 877.782.7872 or by email at sfrienduhl@startrac.com.
