How to market a fitness business in December and January

December is a tricky month for fitness entrepreneurs.

Even though as fitness professionals we know that by beginning an exercise program now, even if you’re eating all the delicious treats and having the occasional alcoholic beverages, that metabolically you’re far less likely to gain weight through the holidays.

Even though we know that, it’s a tough sell for our would be customer.

They are worried about paying for something they won’t use. They’re worried about the cost with so much additional expense coming through the holidays, and usually some time off work meaning small or missing paychecks.

And that’s my point, whether it’s December or January or any month of the year, and whether it’s a fitness business or something else you have to, as they say, condition yourself to, “walk a mile in their shoes.”

Always consider what your audience is feeling in that moment.

How can you make it easy for them to begin working out in December?

Truth is the only way is to mitigate the cost for them.

They will sporadically make time the best they can as long as they feel no anxiety about losing money or wasting money on services they haven’t used effectively.

After all isn’t that how you would feel?

Now I’m not talking about your existing, well-conditioned clients with committed and good habits, but new prospects in the month of December.

I would suggest in December you use a long trial promotion (like a 30 day trial) for your most aggressive price point, one that makes it feel as though they are getting the month almost for nothing.

In fact it can be creative and work well to run a “2 Months for the price of one” to lock them in for January too.

Many people will logically see, that they may work out a little in December, and now they’re all set for their New Year’s Resolution start and that they won’t need you after that (you and I know otherwise but we have to help them get started to see that.)

Early January is tricky for us in boutique and premium fitness, because the consumer still feels the financial constrains of the holidays, and even worse they’re governed by the “clean slate” mentality.

They are so inspired to workout on their own, and price sensitive that the inexpensive gym membership is much more appealing.

You know this to be true, as you’ve undoubtedly been faced with the “February Rush” of new clients that are frustrated and struggling. And the objection of, “well I don’t know if I can afford it because I just committed to this 2-year gym membership.”

So what do I suggest?

I just create a spreadsheet with the months and 4 weeks and begin to pencil in promotions in different mediums. Then goto work create all the needed resources in advance.

Here’s the action plan I’d recommend for marketing your fitness business through Christmas and into the New Year:

• Extremely low cost trial or 2 for 1 special in December using PPC and small but steady daily budget.
• Use a “Membership Giveaway” as a big budget optin through the holidays. Because of their price sensitive nature everyone would love to win and will trade an email, it’s a great chance to grow your list.
• Run a New Year’s 6-week challenge. This is my favourite time to run a 6-week challenge as it fits the discounted, aggressive, start and stop mentality of the consumer and gives me the time to show them the value and need to stay.
• Toward the end of January get your regular marketing calendar back on track and run a big budget short term trial to capitalize on the 91% of resolutioners that are now frustrated and looking for help.

Like any industry the fitness industry has ebbs and flows by the season, and coupled with unpredictable local and global economic factors those ebbs and flows will vary which is why you need a long-term plan. By having a set plan you can more effectively react when the plan doesn’t meet your expectation.

Wishing you the happiest of holiday seasons and much prosperity in the coming year.