December isn’t dead for gyms

December isn’t dead for gyms - you’re just measuring the wrong thing

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Every December, the same story gets told in fitness. Footfall drops. Trials slow. Membership sales soften.
And as a result, marketing gets paused.

But here’s the thing: immediate purchase intent is not the same as attention interest. December is one of the biggest interest months of the year, even though it’s also the slowest month sales wise. Both can be true, here’s how:

While fewer people are ready to swipe their card, more people are scrolling, searching, saving, and thinking about fitness than you realise. December (not January) is when the mental shift happens.

People don’t wake up on January 1st suddenly interested in fitness. That interest builds quietly in December, and if you’re proactive you get to control the narrative.

They’re recovering from the year. They’re off work, therefore their browsing time increases. They’re noticing how they feel. They’re making resolutions. They’re thinking, “I need to sort this out next year.” 

And then… They search. They browse. They watch. They follow.

December is a consideration month, not a conversion month. That distinction matters. When gyms pull back their marketing because sales are slower, they disappear at the exact moment people are forming opinions, shortlists, and preferences. By the time January arrives, the decision is often already half-made.

This is why engagement and search activity rise even when purchases lag. People are consuming content without committing yet. They’re warming up. If you only show up when someone is ready to buy, you’re competing at the noisiest, most expensive moment of the year. 

December is about being present. Showing your culture. Your coaching philosophy. Your community. It’s when brand equity gets built.

Bottom line: The smartest move isn’t to force conversions when intent is low. It’s to strengthen your digital footprint when attention is high. Because when intent catches up (and it always does) the gyms that were present early are the ones people choose.

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