I don't need to tell you how vital January is for fitness studio owners - if you're here, you already know. With countless individuals setting their fitness goals as part of their New Year's resolutions, the beginning of the year typically sees a surge in motivated newcomers excited to take action. To capitalize on their enthusiasm before your competition does, your marketing efforts need to be both strategic and impactful. Let's break it down so you can make the most of this short but significant month.
I am a broken record when it comes to telling studio owners not to focus too much time, money, or effort on their social media. You don't need to pay $3000 a month for professional reels or spend hours thinking about what to post because most clients won't find you the first time on social media. Now, that doesn't mean it isn't absolutely crucial to have an active, professional digital presence because your website and social media are the first places prospective clients will look to learn about your studio.
That may seem paradoxical because I just told you not to spend too much time or effort, but here's what I mean. It's crucial that your website and Instagram (or whatever social media you use) reflect your brand's values and offerings, but don't feel like you need to post daily or even multiple times a week to make that happen. Instead, conduct a quick web and Insta-audit to make sure your page reflects your studio's culture, vibe, and community.
- Update Your Homepage: Highlight special New Year promotions prominently on your main page. This might include discounted introductory packages, special classes, or exciting fitness challenges tailored for new joiners.
- Be Picky with Your Pictures: Invest in eye-catching, motivational imagery and graphics that resonate with your audience. Use high-quality photos of your studio, classes, and trainers to create an inviting atmosphere and avoid stock images- clients are suspicious of them. Consider incorporating action shots of your clients interacting with each other and the studio to tell a story to new clients.
- Showcase Testimonials: Feature success stories from current members who have achieved milestones -whether fitness or mental- with your studio. Social proof—real stories from real people—is particularly powerful during resolution season, and it builds credibility.
I tend not to recommend discounted packages in January when many people are looking for new ways to kickstart their health journey. That doesn't mean you should have short-term or limited-time offers to encourage potential clients to act quickly on their new goals, but you don't need to discount them.
- "New Year Sampler: 5 Classes". Attracts those looking to try various classes without a long-term commitment. Remember, these clients are looking to start, not necessarily commit. The commitment will come from your sales follow-up.
- "Six Week Starter Pack: 6 Weeks Unlimited". Six Weeks is about how long it takes to form a new habit without scaring a newbie who is just dipping her toe into fitness at your studio. Your new client nurture sequence is going to be crucial to make sure she stays consistent, but it's a low-stakes unlimited offer to help new clients start a new lifestyle program.
Make sure your offers are visible and easy to find on your website, social media profiles, and newsletters.
Position your studio as the supportive partner new clients have been missing to help potential members finally achieve their fitness goals. Content marketing builds trust, demonstrates your expertise, and fosters a connection before individuals even step into your studio.
- Social Media: Share member success stories or "before-and-after" transformations (which don't have to be weight loss related). Highlighting achievements can motivate others to begin their own journeys.
- Email: Make sure your newsletters are high-value and speak directly to the transformation your target clients are hoping to experience for themselves. If you wouldn't want to read it, neither will they.
Giving potential clients a chance to experience your studio firsthand is one of my favorite tools for a lot of hooks in the water at one time. An open house or a free trial week can help people overcome their initial hesitations and help you sidestep the dreaded "Do you have a first-class free?" question.
- Host free mini-classes or workshops during the third week of January (that way, people are back from vacation and have time to hear about it). This allows people to engage with your instructors and get a feel for the community atmosphere without shelling out for a class fee.
- Include incentives, such as discounted memberships for those who sign up on the spot, to encourage immediate enrollment.
- Partner with local businesses to enhance the open house experience. For example, you might offer healthy food samples from a local café or arrange for fitness gear giveaways that attendees can enter to win.
Studio owners don't usually think of their client flow as marketing, but remember, most leads need to be nurtured five+ times before they're willing to hand over their credit card. As a studio owner coach, this is the number one reason why most studios trip at the finish line when converting a new member. It's essential to stay top of mind during a new client's intro without coming across as salesy or pushy.
-Reach out at least five times, but do so in a variety of ways. Text, email, call, and be helpful, not annoying. Instead of, "Ready to get started?" try, "How was your class? Did you like the format?"
-Make sure your intro series has a clear, repeatable client flow that all new clients experience so you don't have clients falling through the cracks.
-Track leads through their sales funnel and keep notes on their progress. It's hard to sell someone a membership or package when you don't know what they've already tried or heard.
January is your moment to shine as a fitness studio owner, but you're in good company. By refreshing your online presence, promoting your offers, and sharing content that speaks directly to your target client's transformational goals, you can attract those clients who are ready to commit to their fitness goals and stand out from the crowd.
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The fitness industry revolves around trust. Clients are coming to us with some of their most personal goals- to lose weight, feel confident, and live longer- these are heavy and intimate, which means if we don't have a client's trust, we won't have their membership.
