January’s Dirty Little Secret

Built To Grow Fitness Business

Everyone thinks January is the holy grail for gym owners. New Year's resolutions mean new sign-ups, right?

But what most people don’t know is that January is also the month with the highest cancellations. In this episode, Tim, Randy, and Zach explore the paradox of January in the fitness industry.

They also discuss accountability, a buzzword that is often misunderstood. They argue that external accountability measures rarely work because proper accountability must come from within the individual.

Tune in to hear about the type of client who stays loyal for years and why they’re your goldmine. Plus, they share the one strategy that turns fleeting “New Year, New Me” resolutions into lasting memberships.

Listen in!

Key Takeaways:

• Intro (00:00)
• January's dirty little secret in the fitness industry (01:11)
• Reasons behind January cancellations (05:24)
• Strategies to improve client retention (08:01)
• Defining and attracting lifestyle clients (18:41)
• Educating clients on program value (20:51)
• Impact of client perception on value (22:02)
• Challenges of client nutrition and supplementation (32:06)

Additional Resources:

- Magic Mind Mental Performance Shot: https://www.magicmind.com/TIMLYONS20 (48% off your first subscription or 20% off one-time purchases with code TIMLYONS20 at checkout.)

- Get 30 days of Semi-Private Pro on us!

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix

- SOP in a Day Workshop

- Check out our Switch to Semi-Private course

- Business Accelerator Program

- Learn more about The Iron Circle

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