7 Effective ways to attract new members to gyms and studios in 2025

As the New Year rolls in, so do the resolutions - and fitness is consistently at the top of people's goals. According to a report from Forbes Advisor, the top 3 New Year's resolutions revolve around health, fitness, and losing weight. This makes January a key period for fitness businesses to ramp up efforts and attract a surge of new members. Here’s how your studio can harness the New Year spirit to boost memberships and set your business up for a strong start to the year.

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1. Run a New Year’s promotion or discount

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Promotions are a proven method to attract new clients. In fact, when a promotion is connected to some sense of urgency, the impact is exponential. We have all encountered promotions linked to a countdown timer and felt more inclined to go ahead and complete a purchase, or that Black Friday rush we get. This is explained through the psychology of how we make decisions and how urgency affects them. If you are not ready to dive into Freud, here’s how you still can tap into that feeling effectively:

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• Offer attractive discounts: Consider promotions like “First Month Free” or a 20% discount on annual memberships if signed up by mid-January. These deals tap into the urgency that drives January's decision-making.
• Bundle classes: Promote group class packages as discounted bundles to encourage new members to try out multiple services.
• Leverage FOMO (Fear of Missing Out): Create urgency with limited-time offers - state clearly when the deal ends to motivate action.

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By using promotions, you make it easier for hesitant customers to make a commitment, which can increase both short-term sign-ups and long-term memberships.

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2. Leverage referral programmes

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Referral programmes are a powerful tool to grow your studio’s community. According to Nielsen, 92% of people trust recommendations from friends and family more than any other form of advertising. Utilising this trust can lead to significant membership growth.

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• Offer referral rewards: Provide existing members with incentives - such as a free class, exclusive access to events, or a branded gift - for every successful referral.
• Double-up benefits: Consider offering both the referrer and the new member a discount or reward, like a 10% discount for both parties.
• Market your programme widely: Use email campaigns, social media posts, and in-studio posters to highlight the benefits of your referral programme.

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Incentivised referrals can increase the likelihood of word-of-mouth growth, resulting in a vibrant and engaged studio community.

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3. Host New Year’s themed events or open houses

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Events are an excellent way to create a buzz and show potential members what your studio has to offer. Hosting well-planned events can lead to an uptick in engagement and the conversion of potential members into regular clients.

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• Open house days: Organise an open house day, offering free access to the gym, free classes, and introductory sessions with trainers.
• Specialised classes: Introduce New Year-themed sessions, like “Resolution Bootcamp” or “Detox Yoga,” which tie into common New Year goals. This is a great way to offer an experience rather than just a product.
• Social and engaging atmosphere: Encourage members to bring friends along for free. Offer small perks like refreshments, a fitness Q&A, or wellness talks to create a friendly and non-intimidating environment.

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4. Optimise your website for January traffic

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Your website acts as a virtual storefront, and making it user-friendly and engaging can pay off. Research by Sweor indicates that 75% of users judge a company's credibility based on website aesthetics alone.

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• Feature promotions front and centre: Ensure your January offers are the first thing visitors see when they land on your homepage. Consider a dedicated landing page for New Year deals.
• Clear calls-to-action (CTAs): Use strong CTAs such as “Join Now,” “New Year Specials,” or “Claim Your Free Class” throughout your website to guide potential members towards conversion.
• Get optimised for search engines: Did you know a staggering 91.5% of global traffic comes from Google? Yes, that's right! A well-optimised website can lead to a higher conversion rate, meaning, a strong presence on Google can significantly influence online success. Target keywords relevant to New Year’s fitness goals, such as “January gym offers,” “New Year fitness deals,” or “best gym membership for beginners.” Long-tail keywords like “how to get fit in January” can also draw in specific queries. You can create fresh content for a blog and review your current website pages to make sure you're including all the important keywords to your industry.

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5. Use email marketing for maximum reach and ROI

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Email marketing remains one of the most effective tools for conversion. Data from Litmus reveals that for every $1 spent on email marketing, the return on investment averages $36. Email marketing continues to be unmatched when it comes to return on investment.

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• Segment your audience: Tailor your messaging to different groups. Send former members offers to rejoin and target new prospects with special deals or free trials.
• Share success stories: Highlight testimonials and fitness transformation stories to motivate and inspire potential members.
• Incentivise sign-ups: Include discount codes or early bird specials that create urgency and drive action within a limited timeframe.

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By using a well-thought-out email strategy, you can capture attention and keep your studio at the forefront of prospective members’ minds.

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6. Capitalise on social media marketing

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Social media is a powerful platform for promoting your gym and studio, especially during January when fitness content tends to go viral.

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• Create engaging content: Post videos showcasing your studio’s atmosphere, highlight success stories, or host Q&A sessions with trainers. According to Sprout Worth, video content on social media generates 12 times more shares than text and image content combined.
• Run targeted ads: Use platforms like TikTok, Facebook and Instagram to run ads targeting people interested in fitness and wellness. You can be very niched with your targeting, selecting the geo-location, gender, age, interests and even behavioural targeting options. Make sure to include a strong call-to-action and engaging landing page.
• Participate in (and create) New Year’s challenges: Engage your audience with New Year’s fitness challenges or goal-setting competitions. Create and share relevant hashtags to increase visibility and encourage user-generated content.

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Effective social media marketing can significantly boost brand visibility and drive traffic to your website or physical location.

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7. Focus on Offering New Year-Related Programmes and Challenges

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People are more likely to join if they see clear pathways to achieve their goals. New Year programmes can address this directly.

• Create Time-Limited Challenges: Offer 6-week or 12-week challenges starting in January. These programmes create a sense of community and accountability, which can improve adherence.
• Design Beginner-Friendly Classes: Offer programmes tailored for beginners who may be hesitant to join a gym. Studies by IHRSA show that people are more likely to stick to a fitness routine when they feel comfortable and supported.
• Highlight Specific Benefits: Make it clear what new members can achieve through these programmes - whether it’s weight loss, strength training, or overall wellness.

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Specialised programmes help potential members feel that your studio aligns with their goals, increasing the likelihood of long-term retention.

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If you are looking for more strategies on how to boost your business performance, watch our LegitFit Sessions webinars featuring industry leaders.

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Conclusion

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By strategically targeting the New Year period, your studio can effectively capture the influx of fitness-focused resolutions. These seven strategies - ranging from promotions and referral programmes to optimising your website and hosting engaging events - can help you maximise your marketing efforts and attract a fresh wave of motivated members. As always, using tools like LegitFit to manage memberships, promotions, and communications ensures that your efforts remain streamlined and efficient, allowing you to focus on what matters most: growing your community and helping members reach their goals.

‍Ready to take your studio to the next level in 2025? Book a demo today and see how we can support your fitness business.