Back to Blog
The "January Spike": How to Turn New Year Joiners into Long-Term Members
ClearGym Team • • 5 min read

The "January Spike": How to Turn New Year Joiners into Long-Term Members

The "January Spike": Capitalise on 2026's New Year Rush

January is here, and you know what that means: the annual surge of hopeful gym-goers armed with resolutions and shiny new trainers. For many gyms, the "January Spike" is a welcome cash flow boost—until February rolls around and half of those new members vanish like last year's New Year's fireworks.

But here's the good news: 2026 is your year to rewrite this tired narrative. The fitness industry is evolving, and the way gyms approach retention is shifting too. If you're still relying on outdated methods, you'll be left behind. So, how do you ride the January wave without wiping out? Let's dig in.

What's Changing in 2026? Why Retention Needs a Fresh Approach

The gym industry isn't what it used to be, and neither are your members. In 2026, people expect more than just access to dumbbells and treadmills. They want value, community, and, above all, results.

Here’s what’s shaping 2026’s fitness landscape:

  • Personalisation is non-negotiable: Generic programmes don't cut it anymore. People want tailored plans that fit their goals, lifestyles, and preferences.
  • Flexibility matters: With hybrid work still the norm, members want to fit workouts around their lives, not the other way around.
  • Digital is here to stay: Whether it’s online classes, fitness tracking, or app-based bookings, technology is a key touchpoint.
  • Sustainability sells: Members care about how your facility impacts the environment. Are you doing your part?

Simply put, retention in 2026 is about building relationships, not just processing memberships. The gyms that thrive this year will be the ones that truly understand their members.

Why the "January Spike" is a Double-Edged Sword

Let’s be brutally honest: the January rush can be a dangerous illusion. It's easy to see those new sign-ups and think you're set for the year. You're not.

Studies show that most people abandon their New Year’s resolutions by mid-February. For gyms, that means a revolving door of members who join, quit, and leave you chasing your tail trying to replace them. The average UK gym loses 50% of new members within the first six months. That's thousands of pounds down the drain.

The solution? Stop focusing so much on acquisition and start investing in retention. A member who stays longer is worth far more than five who quit after a month. The gyms that figure out how to keep their January joiners engaged for the long haul will win big in 2026.

5 Steps to Turn January Joiners into Lifetime Members

So, how do you keep those New Year’s sign-ups from ghosting you come February? It starts with a proactive plan. Here’s how to do it:

1. Start Strong with Personalised Onboarding

First impressions matter. A generic "welcome email" isn’t going to cut it. Instead:

  • Offer a fitness consultation within the first week of joining. Use this time to create a tailored plan based on their goals.
  • Assign a staff member or trainer as their go-to contact for questions or check-ins.
  • Use ClearGym’s automated onboarding tools to ensure every new member feels valued, supported, and set up for success.

2. Incentivise Early Wins

Most people quit because they don’t see progress fast enough. Help them feel successful by:

  • Providing short-term goals (e.g., complete 5 workouts in their first month).
  • Offering rewards for consistency, such as discounts on merchandise or free PT sessions.
  • Using ClearGym’s goal-tracking features to show members their progress.

3. Create a Community

Gyms are no longer just about fitness—they’re social hubs. Build a sense of belonging:

  • Organise small group sessions or challenges for new members to join.
  • Set up a private members-only Facebook group or use ClearGym’s community features to keep members connected online.
  • Recognise milestones publicly (with their permission) to make members feel valued.

4. Stay Top of Mind with Regular Check-Ins

Out of sight, out of mind—and that’s dangerous when it comes to retention. Be proactive:

  • Automate personalised emails and reminders using ClearGym to keep members engaged.
  • Schedule a monthly check-in with new members to discuss their progress and any obstacles.
  • Use SMS reminders to nudge members who haven’t shown up in a week. Sometimes, all they need is a little push!

5. Analyse, Adjust, Repeat

What gets measured gets managed. Use data to understand what’s working and where you’re losing members.

  • Track attendance patterns and flag members who haven’t been in for a while.
  • Analyse which classes or services new members use most, and adjust your offerings accordingly.
  • ClearGym makes it easy to pull retention reports, so you're not flying blind.

The Future of Retention: Get Ahead or Get Left Behind

The "January Spike" isn't going anywhere. Every year, millions of people will promise to "get fit" and flock to gyms across the UK. But with rising competition and increasingly high member expectations, only the nimble, data-driven, and member-focused gyms will turn January joiners into loyal clients.

The key is embracing tools and strategies that prioritise retention over everything else. Platforms like ClearGym are designed to make this easier, from automated check-ins to detailed analytics that help you understand your members like never before.

Your Next Step: Make January Your Best Month Yet

2026 holds incredible potential for UK gyms, but only if you’re ready to adapt. The January rush is your chance to grow your member base, increase revenue, and set the tone for the year ahead.

Don’t let the "January Spike" be a missed opportunity. Equip your gym with the tools and strategies to win the long game. Get started with ClearGym today and see how easy retention can be.