Getting Your Gym or Spa Ready for the New Year

Plan ahead now for fewer surprises later

The beginning of the year sees a surge in gym membership. According to the Health & Fitness Association, nearly 96 million people in the US planned to prioritize their health and fitness in the first months of 2025, and 88% of those people planned to join a fitness facility.

The time to start planning for that influx is now. Here’s how to get a running start ahead of the rush.

Why are gyms and spas busier at the start of the year?

Many people make New Year’s resolutions to prioritize their health and fitness. Maybe they indulged a bit too much over the holiday season, or got too busy to keep up with a fitness regimen. 

For other people, the New Year is a time to focus on renewal and setting goals. Getting or keeping fit is a popular goal, and the New Year provides a clean starting point.

Still other people choose to focus on self-care after the holidays. Giving and being present for others can take an emotional toll, and prioritizing self-care is a way for them to maintain a healthy state of mental wellness.

Whatever the reason, it’s undeniable that gyms and spas are busier after the first of the year. And that’s both a good thing and a potentially complicated one.

How to plan ahead for the New Year rush

While you look forward to the increase in business the New Year brings, here are some strategies for prepping for the holiday rush.

Look to the past

Start your plan for next year by taking a look at this year’s and last year’s numbers. If your facility saw an increase in visitors after the New Year, how big was that surge? How many of your current guests started visiting at the beginning of the year? And how many have since fallen off?

Understanding what happened in the past can help you prepare for the future. If you regularly see a certain percentage of new guests at the first of the year, you can safely plan for a similar number this year.

Tracking how much you spent on business supplies in previous years will help you plan next year’s budget. Did you spend a significantly higher amount in January of previous years on items like cleaning supplies? If so, what were you ordering, and can you plan ahead and save money? Walmart Business+ members gain access to Spend Analytics, which can help you track your spending.

Use your sales numbers from previous years to set achievable goals for the years to come. And track your progress toward those goals with measurable KPIs. How many new sign-ups did you see last year? Use that metric to set a similar or slightly higher goal for this year. And do the same for other metrics, like revenue.

Perfect your processes

The period before the rush is the time to start training your staff and streamlining your operations. If things aren’t running smoothly now, you’ll be more likely to experience hiccups when your facility gets more crowded.

Consider creating a facility operations manual and clearly defining every team member’s roles and responsibilities. Knowing what everyone is responsible for can help you manage each aspect of your facility’s operations and keep track of progress toward your goals. 

Next, take advantage of the slower times to train your staff. You want your guests to have an exceptional experience at your facility. This starts with how they’re initially treated by your staff and extends throughout their visit. 

According to a report by Chatmeter analyzing 85,000 Google reviews across 10 of the largest gym chains in the US, 1 in 10 people who visit a gym said they would cancel their membership due to poor customer service. From the check-in desk through to every service they’re provided, guests expect to be treated with respect and guided smoothly through their visit. Use the time before the holidays to ensure your staff know the basics and then build their knowledge and confidence with customer service.

Promote your offerings

Take the time now to focus on marketing. You want to promote your facility before the New Year so that people remember you when they decide to join up.

Use multiple channels to promote your services and attract new guests. On social media, you can promote your offerings with short videos showcasing your staff or facilities. Email marketing helps amplify your deals and wellness packages. And SMS texts remind regular guests to come in and visit, and spread the word to new customers.

Printing signs or other promotional materials? You can get free same-day pickup or free shipping on orders over $35 with Walmart Business Print. Whether you’re printing flyers, posters or business cards, we offer high-quality printing services to help you create a lasting impression. 

Stock up

Finally, knowing you are expecting a rush of guests in January means you can plan ahead for their arrival by stocking up on things you’re likely to run out of. Order new towels, robes, slippers and other items you provide for guests so that, when the rush arrives, demand surges won’t catch you unprepared.

Now is also the time to stock up on cleaning products, personal hygiene items and other supplies to keep your gym and guests fresh and clean. And don’t forget to evaluate the state of your equipment to see if you need to replace, repair or upgrade anything. You’ll want plenty of yoga mats and dumbbells on hand.

Walmart Business can help. With bulk orders, automatic reordering and everyday low prices on an ever-expanding assortment of items, you can restock with confidence and save time, money and hassle.  

Let us help carry the load

Whether you’re tracking your spending, printing marketing materials or stocking up on supplies, we’re here to help you get ready for the new year and focus on growing your business. A free Walmart Business account lets you enjoy fast fulfillment options, store pick-up, expense management and even equipment set-up. 

Join Walmart Business+ to save over $500/year and enjoy exclusive rewards for your organization.¹ You’ll get access to our Spend Analytics to analyze patterns and help budget for the future, free shipping, no order minimum,² free delivery from store, $35 minimum³ and earn 2% in Walmart Business Rewards on orders $250 or more.⁴

¹ Savings based on 1 free $35+ delivery order vs. $9.95 fee and 1 free shipping order under $35 vs. $6.99 fee biweekly, plus 2% Walmart Business Rewards on monthly order >$250 (average value of $400).

² Excludes most marketplace items. Freight & location surcharges may apply.

³ Restrictions apply. 

⁴ Rewards can only be used toward future purchases on Walmart Business. Additional terms apply.