CWA Blog Archive-You Should Think About New Years Marketing Now

You Should Think About New Years Marketing Now

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Written in November, this article urges gym operators to start planning their New Year's marketing immediately, acknowledging the advice sounds almost insane given how uncertain everything felt amid the ongoing pandemic. The author, writing from the CWA where they'd spent a month poring over the 2022 calendar to plan content for members, admits to their own caution about planning far ahead, catching themselves using phrases like if I go on that trip or depending on the situation. They validate that it's okay to think, feel, and even build contingency plans around that uncertainty, but insist it doesn't mean gyms shouldn't look forward. The core argument is opportunity-driven. The New Year is when many people think of starting over, starting anew, or maintaining goals, which for the industry means potentially more clientele coming through the doors. The critical question is who will keep them coming back, and the answer is you, if you make a plan. The article's first practical focus is discoverability: make sure people can find you online and find the information they need when they do. Since it's naive to think members don't search for a business online before showing up, operators should ensure their Google listing is accurate through Google My Business, including current COVID-19 policies like mask or vaccine mandates. The throughline is that despite pandemic-era uncertainty, gyms must plan ahead for the New Year's influx of motivated newcomers, because failing to prepare means squandering a predictable surge of potential members. The author reframes forward planning not as naive optimism but as necessary readiness: the resolution-driven crowd will come, and only gyms that have made a plan, starting with basics like an accurate, up-to-date online presence, will convert and retain them. By emphasizing Google My Business accuracy and current policy information, the article grounds the abstract call to plan ahead in a concrete first step, ensuring potential customers can find the gym and the information they need. For operators, the message is that even in uncertain times, the New Year represents a reliable opportunity worth preparing for now rather than scrambling to address once January arrives.

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Written in November, this piece urges gyms to plan New Year's marketing immediately despite pandemic uncertainty, because the resolution-driven crowd will come and only prepared gyms will keep them. The first step is discoverability: ensure your Google My Business listing is accurate and current, including COVID policies, since members search before showing up.