How to retain my January members

January is a hectic month for many gyms, boxes, and studios. New members drop in, full of resolutions to become fitter, stronger, and healthier. However, it’s common to see this motivation fade after a few weeks or months, leading to dropouts. What a shame! So, how can you, as a gym owner or personal trainer, prevent these new members from leaving and keep them engaged long-term? In this blog post, we’ll share some practical tips to help you get started right away.

How to retain your January members

1. Create warm welcome

A first impression is crucial. Make sure new members feel welcome and comfortable from day one:

• Offer a personalised tour.
• Introduce them to the trainers.
• Provide a free introductory session or consultation to discuss their goals.

Bonus tip: Send a follow-up email after their first week to ask how they’re finding their experience.

2. Set achievable goals

Many people start January with sky-high expectations. Help your members set realistic and achievable goals:

• Conduct an initial consultation to create a tailored plan.
• Support them in tracking progress (e.g., through body measurements, strength tests, or fitness assessments).
• Focus on short-term goals to keep their motivation high.

Example: Create a challenge like “Train 10 times in 30 days” to encourage consistency.

3. Build a community

People stay longer at a gym if they feel connected to others:

• Organise group classes or challenges where new members can meet each other.
• Create a Facebook or WhatsApp group for members to share experiences and celebrate successes.
• Encourage trainers to build personal connections with members.

Bonus tip: Celebrate milestones, like reaching a fitness goal, within the group or on social media.

4. Keep workouts varied

Monotony is a major reason members lose interest. Keep workouts fresh and exciting:

• Offer diverse classes or programs.
• Introduce new equipment or techniques (e.g., kettlebell workouts or functional training).
• Alternate between indoor and outdoor sessions for a change of scenery.

5. Personalise the experience

Members feel more engaged when their personal goals and preferences are taken seriously:

• Provide tailored workout plans.
• Offer personal feedback on their performance.
• Set reminders to check in with inactive members and motivate them.

6. Reward loyalty

Rewarding loyalty can be an extra incentive for members to stay:

• Offer discounts on membership renewals after a successful first month.
• Introduce a rewards system (e.g., points for visits that can be redeemed for merchandise or discounts).
• Organise exclusive events for loyal members.

7. Communicate regularly

Stay in touch with your members, even outside the gym:

• Send newsletters with tips, motivation, and success stories.
• Use social media to keep them engaged with inspiring content.
• Regularly ask for feedback and show that you value their opinions.

Conclusion

Retaining your January members requires a mix of personal attention, a strong community, and a varied offering. By applying these strategies, you can turn your members’ resolutions into sustainable lifestyles and long-term memberships at your gym.

Would you like to optimise your gym further to better serve your members? Get in touch with us – we’re here to help!