New Year’s Day is kind of like Black Friday for the fitness industry. After weeks of holiday eating, couch potatoes everywhere make resolutions to get moving. Gym membership deals, as if on cue, pop up on every corner.
In fact, the entire month of January is a magic window for the exercise industry. With so many newbies looking to hit the reset button on health, sales opportunities soar.
About 12 percent of all new gym memberships sold in a given year are purchased during the month of January, according to the International Health, Racquet & Sportsclub Association, which tracks memberships at health clubs and other exercise facilities.
Staying fit and healthy is by far the most popular New Year’s resolution, and the top choice of 37 percent of Americans, according to a 2015 study from consumer analytics agency Nielsen. Losing weight, considered a separate category in the study, pulls in at a close second.
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For the nearly half of Americans who make resolutions, the gym is the first stop.
“The people who set themselves and their resolutions up to succeed are always more successful,” said association spokeswoman Meredith Poppler in an email. “When you join a gym, you have the motivation, the place to work out regardless of how dark or cold it is outside, and you have a staff that’s there to help and motivate, (as opposed to) working out on your own.”
But only 8 percent of Americans who make resolutions are successful in keeping them, according to research from the Journal of Clinical Psychology. More than one-third give up in the first month. For many, the shiny new gym card stays tucked in a wallet, unused.
So even if you’re envisioning a spring jam-packed with wall squats and elliptical sessions, you may want to think twice before splurging on fancy workout clothes or a yearlong membership. The following businesses offer a newbie package that can set you on the right foot without breaking the bank.
Bodywise + Sun & Soil package ($287 savings)
Bodywise Human Performance Institute in midtown is teaming up with neighboring juice bar Sun & Soil Juice Co. to offer a heavyweight January deal.
Bodywise is a personal training agency that offers group and personal sessions with professional trainers. This January-long deal entitles the purchaser to 12 group sessions, normally priced at $35 each, and a one-day juice cleanse at Sun & Soil, normally $62, for a total of $195 – a $287 savings.
Sun & Soil specializes in organic, locally sourced, cold-pressed juices. A one-day cleanse includes six 16-ounce bottles featuring flavors such as Lemon Snap, Beta Boom, Beauty & The Beet and V for Vanilla.
Train Hard or Go Home ($141 savings)
If you’re looking to go from zero to 60, this Sacramento fitness group’s class pass might be the way to go.
Train Hard or Go Home, a private training studio founded by Megan “MadDog” White, is offering Fit Start 2016, a flexible program designed to get resolution-makers on the right track. For $99, customers can take up to six cardio, strength and recovery training classes each week throughout January. Passes can be purchased anytime during the month but are not pro-rated.
Classes are individually priced at $16 a pop, and White offers an unlimited monthly pass for $240. The January deal saves you $141, and also includes a fitness assessment, accountability journal and meal preparation tips.
“The fitness industry has done a really great job making the new year feel like a time to start something new,” White said. “It’s really important, at the beginning of the year, to give people a ‘sample platter’ of a lot of types of classes so they can find something they like and hopefully stick to it.”
Anytime Fitness ($123 savings)
Can you buy motivation for just one dollar? Starting Jan. 1 and lasting through the month, newcomers can purchase a $1 membership at any of Sacramento’s three Anytime Fitness locations. The gym waives the enrollment fee ($50), and the key fee ($35). After the first month, customers pay the regular monthly membership fee, which ranges from $32 to $39.
Anytime Fitness is open 24 hours a day, and membership is valid at all gym locations.
Crunch Fitness ($40 savings)
Sign up at Crunch by Jan. 11 and skip the $40 enrollment fee for base membership. Instead of the $56 that a newcomer would normally cough up, visitors to the gym at the start of the year pay only $16.
After the first month of membership, Crunch users pay a monthly membership fee of $9.95. In addition to offering a traditional gym setting, Crunch has a buffet of action-packed classes such as Cardio Thai Boxing and a surfing simulation class.
California Family Fitness ($39 savings)
January newcomers to this Sacramento-based gym chain get a free first month (normally $39), which includes a complimentary training session with a fitness professional who will help with goal-setting for the year.
With more than 20 Sacramento-area locations, California Family Fitness brands itself as a community gym, offering group classes, kids activities and more.
“The new year is an exciting time to refocus on areas of our lives that may need improvement, including our health and fitness,” said Rob Kram, fitness director for California Family Fitness. “The first step in creating a fitness plan is to identify a support system. Gyms, such as California Family Fitness, provide members access to equipment and amenities that are the tools needed to meet fitness objectives, but they also offer a community.”