A gym or studio's year: what to do, month by month

The start of the year brings many trial requests and new resolutions, which often fade after a few weeks. Launch a free trial campaign in January, then follow new members closely at 2 and 4 weeks. Every trial request deserves a quick reply and a specific class, evening or weekend.

One idea to keep in mind: a one-year contract signed in January expires a year later, and the written renewal offer must go out 30 to 60 days before the end. The 60-day alert in the contract calendar saves you from thinking about it at the last minute.

• Free trial campaign in January.
• Follow-up of new members at 2 and 4 weeks.
• Quick reply to every trial request.

People get back in shape before summer and former members are more receptive. Launch a comeback campaign for former members and a spring challenge. The catch-up email stays simple and warm: you check in and offer to look together at the classes that fit their current schedule.

Before writing to former members, check consent: buying a membership or a written contract that expired less than two years ago creates implied consent; beyond that, you need express consent.

With construction holidays and outdoor activities, attendance drops and freeze requests rise. Prepare the list of members to catch up with after 14 days of absence, ranked by number of days since last attendance, and a freeze offer agreed in writing.

Record each freeze with its end date so you do not chase a member on an agreed pause, and so you know exactly when to call them back. Use the summer to fill classes that lack attendance, such as morning or midday ones, by offering the spot to members who like that class.

Throughout the year, keep one simple rule: a member who comes back on their own is worth more than a member chased too often. Write little, write warmly, and leave room for those who want a pause.

Routines return after vacations and the start of school: this is the second big registration period. Launch a back-to-school trial campaign and follow up with members who are frozen or absent since summer. The starting tips stay the same as in January: book the first three classes of the week right away and follow new members closely.

Days get shorter and outdoor sports stop, which brings people to indoor classes. Offer a fall challenge and an offer to companies for corporate memberships. The “source” field on each trial tells you whether these efforts bring real members (company, Google, Instagram or Facebook, word of mouth).

This is the season of gifts and coming resolutions. Send trial or membership gift cards and prepare the January campaign: trial classes to offer, available time slots, template messages up to date in French, permit number on offers.

At year-end, look at your indicators: trial-to-member rate, inactive members, 90-day retention, accepted renewals, class fill rate. They show you where your budget and effort paid off most.

A gym's year is prepared in advance: trials in January, spring return, summer catch-up, September restart, fall challenges, gift cards at year-end. Jade keeps the lists and reminders up to date, and your team keeps the relationship with members.

General information, not legal advice. Check with your professional order or the official source.

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• https://www.glofox.com/blog/how-glofoxs-ai-can-mitigate-member-churn-and-boost-retention/
• https://support.marianatek.com/en/articles/1987373-how-do-i-freeze-a-membership
• https://zenplanner.com/blogs/build-and-manage-waitlists-for-popular-gym-classes/
• https://educaloi.qc.ca/capsules/les-abonnements-a-un-gym-ou-a-une-clinique-minceur/
• https://fightspam.gc.ca/eic/site/030.nsf/fra/accueil

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