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Maximising the January Gym Boom: How to Market Your Health/Fitness Brand

Maximising the January Gym Boom: How to Market Your Health/Fitness Brand




It’s that time of year again. The chocolate binge is over, the pubs are a little emptier, and the gyms are, well, a whole lot busier. Leaving behind bad habits, many are now focused on becoming fitter and healthier in the new year.

Whether you sell workout clothes, own a gym, or offer online coaching services, here’s how to maximise the January gym boom and turn resolutions into revenue…

Offer Discounts & Exclusive Packages

Let’s face it - January is a tough month financially. If you’re expecting people to pay full price for memberships or products, they will probably go elsewhere. Now is the time to offer crazy discounts, and exclusive packages that they normally wouldn’t get throughout the year. 

Work with Creators

If you aren’t already working with creators, then you may need to rethink your content strategy. Being in the health & fitness industry, you’ll most likely have an audience who are looking for relatable people, and content that resonates with their struggles or goals. 

@eviemfitness @AYBL Brand new Varsity collection launching soon- yes I will be living in this tracksuit 🙌🏼 do your dynamic waem up guys! #gymgirl #aybl #dynamicwarmup #lowerbodywarmup #hipmobilityexercise #hipmobiility #legdaywarmup ♬ Paint The Town Red - Doja Cat

If we look at the athleisure brand Aybl, their success on TikTok is due to the creators they work with. Featuring gym tutorials, day-in-the-life videos, and general fitness tips, their creator content is an essential part of the brand’s TikTok strategy. 

Utilise TikTok to Share Scroll-stopping & Relatable Content

The health and fitness industry is making a HUGE mark on TikTok at the moment. From @emthenutritionist to @scaseyfitness, more and more users are showing interest in videos featuring nutritional meals, workout tips and healthy habits. 

So, what does this mean?

To make a long story short, you need to catch the attention of this growing audience. Make your content interesting, entertaining, and always, start with a strong opening hook.

Some examples include:

  • If you’re struggling to reach your fitness goals, this video is for you
  • If you feel lost in the gym, this is for you
  • The secret to gaining confidence in the gym? Watch this
  • Feeling overwhelmed with diet culture? Watch this
  • Warning to all runners, this product is a game-changer

Speak Directly to Your Exact Target Audience

When we say get to know your target audience, we don’t mean “gym goers” or “people looking to become healthier”.  

To truly “speak” to your audience, you must offer a solution to their problems. For example, if you sell protein drinks, you could start a Reel or TikTok video with “If you’re still failing to hit your protein goal, you need to watch this video.” Social media users will always be swayed by something which offers a solution to their problems. 

Extend the Offers in February

Did you know that 80% of New Year's resolutions are abandoned by February? If you want to retain your January customers, we highly recommend extending your introductory offers for another month. Here are some ideas:

Gymwear brand: Offer a 20% discount during the first few days of February.

Supplement brand: Offer an extra discount if they join a rolling subscription.

Gym Owners: Give January customers the chance to come back for the same price in February

Online Coaches: Offer discounts to clients who come back in February. You could also throw in a few freebies. For example, create up a “well-done” goodie bag if they continue to work with you after January.

Health Food/Drink Brand: Offer freebies when they make an order throughout February.

Moving on from New Year’s resolutions, it’s important to note that the current health and fitness boom is no longer just a month-long fling. If you’re anything like us and have been following TikTok trends for the past year, you’ll know that the entire ‘wellness’ industry is certainly on the rise. The reason? Well, it’s pretty much a blend of product consumption and social media trends such as “That Girl”.

From Apple Watches to Stanley Cups, there always seems to be a viral wellness product taking over the internet. 

So, what does this mean?

Well, with health, fitness and sobriety on the rise, there has never been a better time to reach a wider audience for your brand. According to Statista, the global fitness industry is set to grow at least another $35 billion by 2028. Oh, and the wellness industry? That’s expected to reach $8.5 trillion within the next five years. 

We know that standing out in a competitive market can certainly be tricky. That’s why we’re here to offer a helping hand. If you need support with marketing your health, fitness or wellness brand, get in touch today!