Lets talk about January...

January has always been a focal point for the health and fitness industry—a time when resolutions are made, gym memberships spike, and a rush of motivation sweeps across the country. But in 2025, the landscape feels different. Is it a surprise? Not really. The industry is changing, people are changing, and the traditional "New Year’s rush" isn’t what it used to be.

Fitness Studios - A Measured Start

For fitness studios, January should still be a strong revenue month, but the days of a frantic, unsustainable surge in memberships seem to be behind us. According to recent UK statistics, around 12% of the population will consider joining a gym or fitness facility in January. However, the emphasis has shifted from sheer volume to quality engagement.

Many studios are reporting steady participation, with fewer cancellations compared to previous years. This is largely because people no longer feel the pressure to "hit the ground running" on January 1st. Instead, there’s a more measured approach to fitness—a shift driven by increased education within the industry. Studios have become more strategic with their forecasts and less dependent on January as a make-or-break month.

Attrition, however, remains a concern. The average gym sees 50% of new members quit within the first six months, studios should now be focusing on retaining customers beyond the initial burst of enthusiasm. How? By building community, creating accountability, and offering tailored programs that meet members where they are.

Swim Schools - A Slow Return

Swim schools face a different January reality altogether. Parents rarely flock back to lessons during the first two weeks of the year. And honestly, who can blame them? Post-Christmas chaos, new school routines, and dark winter mornings aren’t exactly conducive to splashing around in the pool.

The challenge for swim schools isn’t participation—it’s planning. Did you forecast this lull, or are you scrambling to recover lost revenue? December is traditionally quieter for swim schools, so failing to plan for a slow January can lead to a reactive (and stressful) start to the year.

Consider this: recent figures show that one in four children in the UK cannot swim by the time they leave primary school. The opportunity to attract parents is massive, but timing and communication matter. For swim schools, this isn’t about creating a January rush—it’s about consistency and ensuring that your messaging reaches parents at the right time.

A More Educated Industry

One of the most encouraging changes in the health and fitness world is the shift toward smarter forecasting and planning. Fitness facilities and swim schools alike should no longer relying on the mad dash for the doors in January. Instead, embrace year-round strategies that balance revenue, participation, and retention.

For example:

• Fitness studios need to be focusing on programs that build habits, not just memberships. Short-term challenges, small-group training, and workshops are growing in popularity.

• Swim schools should be investing in year-long customer journeys, to ensure continuity rather than chasing quick enrolments.

This approach ensures that January is no longer the high stakes gamble it once was. So...If January hasn’t gone as planned, it’s time to take stock.

Here are some questions to consider:

• Did you account for seasonal fluctuations? 

• Were your marketing efforts aligned with your audience

• Is your strategy sustainable? 

Where Do We Go From Here?

The health and fitness industry is evolving, and with it, so are the people we serve. While January will always hold importance, the focus is shifting to building sustainable growth and fostering long-term engagement.

For fitness studios, that means creating programs that people actually stick to. For swim schools, it’s about working with the rhythms of family life and ensuring children don’t fall through the cracks when it comes to vital life skills like swimming.

Let’s take this January as a chance to reflect and refine. It’s time to focus on building businesses that thrive, not just in January, but all year long.