Marketing NOW for New Years

I have a love/hate relationship with this time of year. I am originally from Wisconsin and so winter meant snow. And lots of it. I have many fond memories of winter growing up in the woods of Wisconsin. I love the cold, the snow, Christmas at my grandparents’ houses and the feeling of a hot cup of coco on a cold day. But, as I grow older, the winter months hold different meaning for me. Scraping my windshield, icy driving conditions and the cold chilling me like it never did when I was younger are just a few.

Something else that these frigid months hold is the inevitability of lots and lots of food. Especially from Thanksgiving and Christmas. Because of this, most people start to gain weight in the winter months. It is a natural human reaction to store up food and fat for the colder months. So, with the temperature starting to fall, people’s weight begins to do the opposite. Which brings us to one of the most lucrative times for personal trainers: New Years.

Every personal trainer worth their weight knows that a key time to market towards potential clients is after the New Year. One of the most common New Year’s Resolutions is to lose weight. But the truth of the matter is, you cannot wait until the New Year to start marketing to these crowds of people. You need to start now!

If you start targeting these people now, if they don’t starting training with you initially your name will still be in their minds when they finally come around to the idea when New Years hits. Especially with those resolutions they want to follow through on!

People need tangible reasons to be convinced of training with you. Think about doing a Black Friday sale for your gym or your services, giving people a certain dollar amount off the next couple months of training with you. People love sales and will jump at the chance for savings.

Start marketing by putting a bug in people’s ears. Tell your current clients that you are looking for more clients. Mentioning your interest in finding new clients for the winter months and after New Years for people’s resolutions will get the ball rolling via word of mouth. Maybe give a “group discount” if your clients bring friends to sessions.

What are you waiting for?! Get out there and start marketing NOW for your huge New Years rush!

What are more ways you could market now for the New Year?


Ryan Farrell started working with the National Federation of Professional Trainers (NFPT) in 2012. As NFPT's Marketing Coordinator, Ryan is responsible for aiding company reputation by building brand awareness and establishing strong working relationships among NFPT, its affiliates and industry partners.