January, in fact, in the fitness sector, is considered a hot month, since it brings to clubs all those who in good intentions for the new year have imposed themselves to take care of themselves, enrolling in the gym. Therefore, even if January is the month of sales par excellence, in fitness centers it is not productive to promote the enrolments with the offerings to the bottom. When demand is high, the offer does not drop.
Aim: to reach an ever-widening slice of potential customers and bring them to get to know the club directly and to experience it.
It is therefore strategic to respond to the high motivation generated by the new year, responding to the needs of these customers who are not looking for a subscription but for a path to change and improvement. However, change and improvement are concepts that are both generic and personal, not necessarily linked always and only to aesthetics. For the achievement of the various desires of the beginning of the year, it is important to communicate well the importance of being followed by professionals of movement, nutrition and well-being, figures able to build personalised paths and integrated with everything that can be included in a wider concept of wellness, understood in all its meanings: physical and mental.
A good commercial campaign is one that creates strategy. However, no strategy is such without a well-defined action plan. Including a few hours of personal trainers in your subscription, for example, only works if the personal trainer doesn't run out of it with the mere delivery of a card containing a sterile list of exercises. The strategic personal trainer creates the vision of a longer path and during the last of the promotional meetings, delivers only the exercises to be carried out in a first short period, explaining both the reasons why it is important to continue to be followed in order to carry them out effectively, and those for which it is necessary to readjust them already after a short period of time.
Given the importance of the content of subscriptions to be offered in January, it is increasingly evident that, in order to promote high value-added campaigns in January, it is really essential to design them already in November and prepare them in December, so as to exploit everything that the Christmas period can create in terms of visibility, anticipating the times and burning traditional competition, which, in a very predictable way, will shine on billboards and social subscriptions. That is why the strategy is not needed.