What gyms get wrong about New Years
Every January, gyms fill up with ambitious new members. By June, 80% of them are gone. Foursquare even coined the term “Fall off the Wagon Day” to refer to the second Saturday in February, which is when the most people quit their January gym membership and officially stop committing to their New Years Resolution.
Gyms are great at attracting members, but many miss the mark when it comes to keeping them - despite retention becoming the new competitive battleground of fitness franchises.
So what’s missing?
If retention was a Jenga tower, you’d see all the usual building blocks – clean facilities, working payment systems, flexible options. But there’s one piece that can bring the whole thing down: human motivation.
At first blush, it’s not really in the arena of fitness studios. But like any business, the subtle art of human motivation can’t be ignored. It's the key to designing a fitness franchise that delivers real financial results, funneling short-term signups to loyal, long-term members.
Why shame-based advertising backfires
For decades, gyms have tried to motivate the public - often relying on subtly shame-based tactics: sticks disguised as carrots.
“Get beach-body ready!”
“Get your abs - and confidence - ready for summer!”
Do these slogans sound familiar? They reflect a cultural moment in the 2000s when motivation was often tied to the unrealistic beauty standards of the day. But as the 2010s rolled in, this approach started to feel outdated and uncomfortable.
What was once acceptable enough to permeate even children’s magazines - holding up a narrow ideal of beauty and selling the mirage of a “better you” - started to lose its appeal.
In marketing, solving pain points for people are the bread and butter of the industry.
But when it comes to motivating people to stay signed up to their local boutique fitness studio or gym, the wrong pain points are being addressed.
Research in psychology has shown that shame is a poor motivator. Why? Because no one sticks with a habit when it’s fueled by self-loathing. Many people join the gym hoping to outrun what they dislike about themselves. They imagine that if they work out enough, their circumstances - and ultimately, their thoughts about themselves - will change.
But here’s the truth: changing your body doesn’t automatically change your mind. The promise that “if you come to the gym, you’ll finally feel good about yourself” is a mirage. Those very well-worn thought patterns don’t disappear just because you hit the treadmill.
Research shows that people who exercise for weight and appearance-based reasons are much less consistent than those who exercise for health and enjoyment. When the motivation comes from self-acceptance rather than self-criticism, the habit has a higher chance of sticking.
The psychology of retention
Lasting change doesn’t come from shame or pressure. It comes from a different kind of motivation. Instead of “Get beach-body ready!”, try messaging that resonates on a deeper, more human level:
“Get back on the wagon.”
“Get in some me-time.”
“Give your mind a break from your responsibilities."
“Got demons? Use them.”
“Send some love to the older version of you.”
“Give yourself credit for just showing up.”
“Start small. Let it snowball.”
“We have Dyson Airwraps.” (Okay, we’d sign up for that too.)
For a great example of marketing for real retention, look to Planet Fitness. Their entire brand is built around addressing the pain points of their member base. They’ve created a “Judgement Free Zone” that appeals to people who feel intimidated or out of place in traditional gyms. By focusing on inclusivity, simplicity, and affordability, they’ve turned gym anxiety into their selling point.
Their marketing goes a step further by “picking a fight” with the enemies of fitness, like unrealistic beauty standards. Their #STOPtheBULLFIT campaign (for example) challenged toxic fitness culture and promoted body positivity. The campaign generated over 1 billion impressions (!) and resonated deeply with their target demographic because it was authentic and relatable.
Making your gym a retreat, not a responsibility
The January gym rush is a double-edged sword. For many, joining a gym feels like a New Year’s obligation - something to grit your teeth and power through with sheer willpower. But here’s the problem: that kind of motivation isn’t sustainable.
In the first few weeks of January, people ride the wave of their resolutions. They’re energized. Optimistic. And - crucially - still outside the grind of their daily routines. But once life kicks back into full gear, work deadlines pile up, family responsibilities return, and the calendar fills, the gym becomes just another item on an overwhelming to-do list.
For fitness studios, this is the critical challenge: how do you transform the gym from a chore into an escape?
The answer lies in reframing the experience. No one wants another obligation, but everyone craves a place where they can hit pause on life for an hour. Your gym, health club, or yoga studio shouldn’t feel like it’s competing with their responsibilities - it should complement them.
The shift from obligation to escape requires a full about-turn - not just in how you advertise, but even in the offerings you provide. It’s not enough to tell people your gym is a retreat. You have to design an experience that feels like one.
Common blockers to getting members to return (and how to actually address them)
There’s something the most successful gyms understand about retention: their members are people. Not numbers on a spreadsheet, not statistics to be swayed by bigger and bigger marketing budgets, but real people - with jobs, families, commutes, and the same daily struggles as you and me.
They’re people trying to balance a hundred responsibilities while working toward the person they want to become. They’re people who struggle with sticking to habits, finding time for themselves, and overcoming the small but significant hurdles that stand between them and their goals.
The gyms that absolutely nail retention get this. They don’t just see members as metrics; they see them as individuals with real challenges, fears, and aspirations. And that’s the key to creating an experience that keeps people coming back.
Here’s how the best gyms address the everyday struggles of their members:
- Childcare challenges:
- “I can’t find regular babysitting.”
- Solution: Offer onsite childcare or kids’ classes. Make it easy for parents to prioritize their fitness without worrying about their children.
- Post-workout practicalities:
- “I get too sweaty to go back to work.”
- “I don’t want to carry gym gear all day.”
- “My hair gets too greasy for events afterward.”
- Solution: Provide end-to-end convenience with hairdryers, shampoo, dry shampoo, deodorant, towel service, and even locker rentals. Think jjimjilbang-style amenities that make the transition seamless.
- Crowds and sensory overload:
- “The gym feels too crowded and overwhelming.”
- Solution: Create private workout zones or semi-private spaces with dividers between equipment. Offer off-peak hours or “quiet gym” times for those who prefer a calmer environment. A period of time with the lights turned wayyy down to Marvel-movie-night-time levels can go a long way.
- Boredom and lack of accountability:
- “Working out is too boring.”
- “I want a workout buddy, but I can’t find one.”
- Solution: Introduce group classes, buddy systems, or small training groups to build accountability and make fitness more social and fun.
- Tech and energy struggles:
- “My phone dies by the afternoon.”
- “I’m too tired in the morning.”
- Solution: Install charging stations and offer free coffee or protein shakes to boost energy and keep members connected.
- Intimidation and self-consciousness:
- “I’m nervous I’ll look like an amateur.”
- “I’m worried people will judge my body.”
- Solution: Help build a judgment-free environment with clear signage, supportive staff, and inclusive marketing. Highlight real members of all shapes, sizes, and fitness levels in your campaigns.
- Misconceptions about fitness:
- “I think I need to do a full hour or it’s not worth it.”
- “I don’t know how to use certain equipment.”
- Solution: Offer beginner-friendly classes, short workout options (e.g., 20-minute sessions), and equipment tutorials to really demystify your studio.
- Commute fatigue:
- “The commute to the gym is tiring.”
- Solution: Make the trip worth it with perks like free parking, shuttle services, or post-workout rewards (e.g., smoothies or snacks).
How Hapana can help build a fitness community that sticks
Want members who stay long after January? Hapana’s retention tools make it easy to build habits, track progress, and create community. Take a tour of the software today and see how it can transform your fitness franchise.