.png)
January is one of the most important months of the year for gyms. New members are motivated, schedules are packed, and foot traffic spikes almost overnight. Industry data shows January accounts for roughly 12% of all annual gym sign-ups, with many gyms seeing a 25–30% increase in new memberships and as much as 20% higher visit traffic compared to December. That level of momentum is a huge opportunity—but only if it’s managed intentionally.
While January delivers volume, it also brings risk. “January joiners” tend to churn faster than members who sign up at other times of the year. Some studies show that around 14% of new January members disappear by the end of February, and nearly half are gone within six months if there isn’t a structured retention approach in place. The surge is real—but without the right systems supporting it, so is the drop-off.
January volume creates leverage. When handled well, it allows gyms to lock in recurring revenue early, build habits while motivation is high, and increase lifetime member value significantly. When handled poorly, it compresses margins through heavy promotions, increases staff strain, and results in avoidable churn once the initial excitement wears off.
The difference isn’t how hard your team works. It’s how well your operations scale.
Gyms that retain more of their January members consistently outperform those that rely on short-term promos or discounts. Better retention can translate into 25–95% higher profitability over time, largely through longer member lifecycles, steadier cash flow, and fewer operational errors during peak periods.
January doesn’t create problems—it reveals them. A sudden influx of members puts pressure on onboarding, billing, access control, scheduling, and communication. Small inefficiencies that go unnoticed during quieter months become very visible when volume spikes.
This is why modern gyms leverage software features like automation, onboarding workflows, engagement tools, and member reporting. The goal isn’t just to handle the rush, but to guide new members through it smoothly so they stay active for longer.
Software like Twin Oaks are built with this reality in mind, helping gyms manage January growth without sacrificing clarity, member experience, or profit.
The earliest weeks of a membership are the most critical. Members who don’t establish a routine early are far more likely to go dormant, even if they technically remain on the books.
That’s why automated touchpoints that encourage early, consistent engagement matter so much in January. Welcome journeys that include class scheduling, app access, reminders, and goal-setting prompts help members feel guided instead of overwhelmed. Many gyms now use early-engagement triggers—such as outreach if a new member hasn’t checked in within 7–10 days—to re-engage before habits break down.
January is also a prime opportunity to re-activate inactive members who return with New Year motivation. Having clean member data and clear visibility into activity patterns allows gyms to tailor outreach and keep those returning members consistent instead of letting them fade out again.
Operational efficiency protects profit during peak season. Integrated billing, seamless access controls like 24/7 door access, class or court scheduling, and communication systems reduce staff workload, minimize errors, and keep the member experience consistent—even when traffic is at its highest.
Clear, predictable billing helps prevent failed payments and early cancellations. Integrated access control spreads usage across peak and off-peak hours, easing congestion at the front desk. Gamified engagement tools like challenges, streaks, and rewards encourage consistency and habit-building, which is especially powerful during January.
Behind the scenes, staying on top of reporting is a game-changer. Member churn reporting and billing gives gym operators visibility into what’s actually happening. Plus, to make it easier, these can all be automated and scheduled so operators always have easy access without the extra load.
This data allows gyms to adjust onboarding, pricing, programming, and engagement strategies in real time.
Gyms that approach January with a retention-first mindset—and the systems to support it—turn a busy month into a foundation for the entire year. By automating onboarding, simplifying operations, encouraging early engagement, and tracking retention trends, gyms can convert January surge into predictable, sustainable revenue instead of a short-lived boost.
By focusing on retention from the start, gyms can turn January surge into consistent revenue, stronger member relationships, and a more predictable year ahead.
Connect with our team to review your current setup and make the most of the momentum you’ve already built.
Book a demo to find out how Twin Oaks can help you increase profits, streamline operations, and get real support from a team that understands your business.
Book Your Demo Today