September: The Second Biggest Sales Month for Gyms in the UK

Every gym operator knows how important it is to bring new customers all year round. There are, of course, some months that bring more sales than others. We’re not just talking about January – we mean September!

Attracting new customers is only half of the battle. It’s how you meet their expectations in the first four to twelve weeks that will give you an indication of how likely they are to stay with you.

Let’s look at the patterns for gym sales in January.

Here’s what we know from IHRSA:

      • 12% of new gym memberships within the fitness sector come in January
      • 4% of the new year gym members will quit by the end of January
      • 14% are expected to quit by the end of February, and
      • 50% will most likely quit within 6 months

But what do the sales stats look like for the rest of the year?

Our data shows us that September is the second biggest month for sales for gyms in the UK.

This is the order of preference for new members who decide join the gym:

  1. January
  2. September
  3. October
  4. April
  5. May
  6. August
  7. June
  8. July
  9. March
  10. February
  11. November
  12. December

While retention will depend on many factors, it’s useful to know when to expect more leads coming through, so that you can have your team ready for action.

What makes September a great month to join the gym? It comes down to three main reasons. 

1. Routines

It’s a lot easier to integrate exercise into your day when your lifestyle is getting a reset after the summer holiday months. This is especially true for parents and clients who are going back to university. 

2. Mindset

It’s a lot more enjoyable to invest in yourself after your energy levels have been recharged during the summer months and there’s a renewed believe in one’s abilities to change their life as a way to keep this positive mindset for longer.

Yes, September is the new January for joining the gym! 

3. Stress management

It’s beneficial to a lot of parents to take breaks from the increased level of stress, responsibilities and chores around the house and at work. This is a preferred option for young professionals and executive leaders who feel the need to look after their physical and mental health with a gym membership as life’s speeding up.

The Ultimate Gym Growth Playbook!

Everything you need to understand prospective gym customers and build long-lasting relationships with members, old and new.

Download our latest guide