Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Dissolution of the Resolution-- Exactly when do we start losing motivation to go to the gym?

by 
Ethan Chernofsky
 on 
May 15, 2019
Dissolution of the Resolution-- Exactly when do we start losing motivation to go to the gym?

January 1st isn’t just the beginning of the calendar year, it represents an opportunity to make changes for the better. We may dream up the ideal new year’s resolutions in December, but January 1st is when we take the dream and begin making it a reality. But, we have all come face to face with the inevitable challenge of maintaining a resolution deep into the year.

[mailchimp_subscriber_popup baseUrl='mc.us17.list-manage.com' uuid='c8a0a25d268595fa81d49ac44' lid='dfe6477c33' usePlainJson='false' isDebug='false']

While this may pose a problem in our pursuit of bettering ourselves, understanding how people engage with personal goals can highlight opportunities for brands to help us reach these goals. No industry copes with this challenge more than personal fitness. These brands ride the wave of resolutions to high visits in January only to watch the eagerness to keep fit taper off as the year goes on.

So when exactly do we lose our motivation and what takeaways can fitness brands leverage in order to keep us on the right track?

Gym Visits Peak in Q1

We analyzed four of the top fitness chains in the US - Planet Fitness, 24 Hour Fitness, LA Fitness, and Equinox - from January 2017 to April 2019 to understand the peaks and valleys of customer attendance. Unsurprisingly, the first quarter dominated for overall visits indicating the strong motivation to kick off the year properly. The power of the New Year’s Resolution was in full effect during this period as chains witnessed a combined foot traffic increase of 35% between December 2017 and January 2018 and an equally impressive jump of 20% between December of 2018 and January 2019.

March Peak, No Summer Boost

All chains follow similar patterns, with traffic hitting its highest point each March, before witnessing a steady decline that lasted throughout the summer. Interestingly, both fitness chains saw minor rebounds in October before watching visits dwindle to their lowest numbers of the year in December.

The overall dissolution of the Q1 fitness excitement is clearly visible when comparing numbers over each quarter. All of the chains enjoy growth throughout Q1, with the quarter bringing in 19% more visits overall than Q4 in 2017 and 12% more overall visits than Q4 in 2018.

Interestingly, though marketing campaigns frequently target the summer as a deadline for feeling healthy and fit, visit trends see little improvement.

Club Pilates Cracking the Code

One brand that has managed to maintain and grow its visit base throughout the year is Club Pilates. While other fitness brands peak in March before seeing a downward trend, Club Pilates has enjoyed consistent growth throughout the measured period. While this certainly has a strong correlation with new store openings, there are also positive indications that their model has a built in antidote.

Club Pilates works primarily on a subscription model that provides access to a certain number of classes which may provide a greater incentive to attend. When looking at specific sites - as opposed to overall numbers that are more susceptible to the impact from new store openings - the same pattern holds true. Locations enjoy an initial jump following the property’s launch but maintain growth throughout the year without seeing a decrease along the lines of the patterns in standard fitness centers.

They are also more effective at drawing crowds that will visit a site during non-peak hours. For example, Club Pilates sees 54% of their visits between the hours of 10 am and 4 pm while LA Fitness and Equinox see only 38.5% and 39.6% of their visits during this time. The ability to attract a midday audience could speak to users that are more committed to maintaining a regular program throughout the year.

Key Brand Takeaways

One of the biggest challenges for any fitness brand is channeling users to sites and engaging with potential audiences throughout the year. While early year tactics effectively tap into New Year’s Resolution fervor, there are unique opportunities to drive attendance rates at other points of the year.

A brand like Club Pilates enjoys sustained growth based on a model that keeps attendees coming back and by targeting audiences that show a greater degree of willingness to maintain an ongoing fitness regimen throughout the year.

Standard fitness leaders may look to utilize marketing campaigns that specifically look to drive attendance during falling periods or to incentivize attendees to maintain their visits from March into April and beyond. In addition, further identifying the types of visitors that help populate midday classes for places like Club Pilates could help these businesses tap into audiences that show a greater willingness to see the year through.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
Why Are Specialty Grocers Thriving in 2023?
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023
Placer.ai Office Index: April 2023 Recap
Placer.ai Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update
Placer.ai Office Index: March 2023 Recap
How Did Key Retail Categories Perform in Q1 2023?
Northeastern USA Grocery Dive
Movie Theaters Storylines for 2023
Ollie's Bargain Outlet: Discounters are Evolving
Leveraging Brick-and-Mortar Retail in 2023
America’s Evolving Work Patterns: A Deep-Dive into New York and Chicago
Placer.ai Mall Index March 2023
Tuning Into Record Stores
Five Franchises To Watch in 2023
What’s Next For Domestic Tourism?
It’s Showtime! Movie Theaters in the Spotlight
5 Limited Time Offers (LTOs) Driving Restaurant Traffic
Department Store Deep-Dive: Belk
Regional Grocery Chains Staying Ahead of the Competition
Five Chains that Rightsized for Success
Unlocking the Potential of Offline Retail Media Networks
Dining Out With Darden
What’s in Store for Self-Storage?
Nike & lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes
Placer.ai Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023
Placer.ai Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl?
Placer.ai Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap
Placer.ai Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In
Placer.ai’s Q4 2022 Quarterly Index
Placer.ai Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023
Placer.ai Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
Announcing Placer.ai’s COVID RECOVERY DASHBOARD
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap